We believe that making the right choices today will have a positive impact on the future, whilst knowing that the right choice is not necessarily the easy one.
With a responsibility to the planet we share, at FibreCycle, we look to the future with optimism.
We are proud of our regional roots. Unaffected by what’s on trend, we thrive in the challenge of finding a better way. Creating simple, impactful answers to complex problems.
At FibreCycle, we are The Curious Pioneers. We have always been inspired by nature’s process to regenerate, recover, repurpose and renew, allowing us all to live closer to the ones we love. For we know our pets make us better people.
We’ve been doing better since we began. Not because it’s the cool thing, but because it’s the right thing. We are enemies of fake “green products” that don’t perform. We unite against those who care more about performance than the harm they cause. So we will win with purpose. We will do what’s right, because it’s the right thing to do. We strive to do no harm. We want to always do better. For People. For Pet. For Planet.
‘‘We’re curious, it’s in our blood. We’re pioneers, on a mission since 1989 to do better.’’
Our Purpose
To do better.
We believe pets make us better people, that’s why we only make products that are kind to them and the planet.
Our Vision
A world where all products do no harm.
To us, our pets or the planet we share.
We became part of the Kent Group Family in 2018. We share the ambition to be leaders in Sustainable Pet Care Solutions.
Kent Pet Group has a shared love of People, Planet and Pets. The FibreCycle business is an essential part of the Kent Pet Group and their collective want to unlock nature’s solutions to fundamental pet care needs. At its heart, producing high performing products that solve today’s problems with out compromising tomorrow.
We believe in doing what’s right;
for People, Pets and Planet
Pets make us better people
We care about the planet
We are always looking for better solutions
At FibreCycle, we believe pets make us better people. With the increasing humanisation of our pets and treating them like our “fur babies”, we believe they should have the very best products so they can live a long and happy life.
Environmental sustainability is rapidly becoming the #1 issue for many consumers globally. The need for better waste management to reduce landfill and minimise destructive environmental practices are critical to our future. There are many harmful products in the pet clean up category and we are proud to say we contain no nasties, our products are not produced from strip mining and are safe for all creatures big and small.
FibreCycle is proudly made in the UK and Australia with unmatched credentials. We are environmentally friendly and have the strongest market share in the category, giving us the license to stretch into new segments. Being part of the bigger Kent Family allows us to work together to find new sustainable ways to do better for our pets and our planet.
Our locations
Scunthorpe
Our plant in Scunthorpe UK provides us with a strategic location to manufacture Breeder Celect and Back-2-Nature and service the UK and International market.
The factory was commissioned in 2009 and production of our iconic cat litter and small animal bedding commenced in October 2010. The Scunthorpe facility also houses our UK corporate team. Our presence in Europe continues to grow with the success of our UK team and plant.
Australia
It all started for us in rural South Australia with our first innovative closed loop manufacturing site. Today our Lonsdale site is one of our two proudly Australian based manufacturing facilities, located next door to the beautiful McLaren Vale region.
Our Toowoomba Queensland manufacturing plant was constructed in 2001. This brought enhanced capabilities to the FibreCycle business, allowing increased production and output capacity.
In 2022 we acquired two new sites expanding our capability beyond paper litter and in 2024 we completed the build of our new bird treat facility.
The FibreCycle Australian head office is in Helensvale on the sunny Gold Coast, where all teams from sales through to finance work side by side.