Rufus & Coco

Rufus & Coco – Wee Kitty Eco Plant Clumping Cat Litter has been selected as an ABA100® Winner for Eco Innovation in The Australian Brand Awards 2021. The Australian Brand Award for Eco Innovation [ECO] recognises environmentally conscious products that offer point of difference from their competitors.

Rufus & Coco is Australia’s most awarded pet care brand, providing well-bred pet care to ensure that pets around the world look good and feel great.
Providing innovative and inspired solutions for pets and pet parents, the range includes supplements, grooming, toys, accessories, cleaning products and award-winning Wee Kitty natural cat litter.

Created by animal lover and pet welfare advocate Anneke van den Broek in 2008, the Rufus & Coco brand quickly built trust and became a brand that pet parents turn to for simple, effective pet care solutions. The range is now stocked in nine countries, including Australia, Canada, USA, Singapore, Malaysia, Hong Kong, China, South Korea and Taiwan.

Rufus & Coco products are available locally from Woolworths, Coles, Big W, select IGA supermarkets and pet specialty, as well as online at www.rufusandcoco.com.au.

It has always been a mission of Rufus & Coco to produce products that not only fulfill their immediate function, but also consider their ultimate environmental impact. Cat litter is a high consumption product, with cat owners generally using fresh litter every day. In multi-cat households cat owners are churning through several kilograms of litter each week. This works out to be a high cost to the environment, as well as a high cost to the consumer.

Rufus & Coco’s new Wee Kitty Eco Plant Clumping Litter is made from wheat and tofu plant. Both materials of which are sustainable and fast-growing, with wheat plants reaching their maturity in just 7-8 months and tofu plants reaching maturity in only 2-3months. Being plant-based as well means the product is 100% natural with no harsh chemicals or toxins added. Wee Kitty Eco Plant Clumping Litter will breakdown in landfill inside 12 months and can also be used as garden mulch or be flushed down the toilet.

Our research has found that nearly half (49%) of pet owners are worried about their pet’s environmental impact. Surveying 1,647 cat owners across Australia, Rufus & Coco discovered that 41% were concerned about putting leftover or soiled litter into the rubbish, which ultimately ends up in landfill. Alarmingly, the most commonly used kitty litters are those most harmful to the environment!

32% of Australians surveyed use clay litter each week, and paper (26%) and crystal (21%) litters ran a close second and third.

With an estimated 3.9 million cats in Australia, each using a minimum of 2kg of litter per week, our landfills could receive more than 400 million kgs of kitty litter waste each year. For non-absorbent varieties and non-clumping litters, weekly usage could be as high as 4kg.

Year on year the top three products by sales dollars in the Rufus & Coco range are in the category of waste management as pet parents become more conscious of not only their own environmental impact, but that of their pets.

Wee Kitty Eco Plant Clumping Litter is made from sustainable and naturally absorbent wheat and soy fibres. It’s vegan and biodegradable and forms scoopable clumps so you waste even less. It can even be flushed or used as a surface mulch.

This is Rufus & Coco’s second major leap towards reducing litter in landfills. The release of Eco Plant Clumping Litter is the second in the Wee Kitty range following in the footsteps of our first environmentally friendly litter Wee Kitty Clumping Corn Litter. Customers now have two options when it comes to selecting plant-based, biodegradable litter.

When compared with other types of natural litter Wee Kitty Eco Plant Clumping Litter was found to outperform in absorbency and low dusting qualities. Against other materials of litter, Wee Kitty Eco Plant Clumping Litter adsorbed 4 times its weight in liquid. This is approximately 6 times more absorbent than paper litter, 3 times more absorbent as wood litter and 6 times more absorbent than crystal litter.

The product also clumps well, meaning scoopable clumps form easily at the soiled area and stay firm, retaining 99% of their mass even after 16hours. These two features combined not only help to make clean up easy and efficient for the pet owner, it also encourages less of the product to be used each time, contributing to less wastage and allowing the product to last longer.

Over the last decade, Rufus & Coco has and will continue to be committed to educating pet parents and finding more natural alternatives for pet products. There are also plans to continue to develop more environmentally friendly products.

“At Rufus & Coco, we dream of a world where we don’t have to destroy the earth for the sake of a cat’s toilet. We are very proud to have our Wee Kitty Eco Plant Clumping Cat Litter recognised as a winner in the Eco Innovation category as it has always been a mission of ours to produce products that not only fulfill their immediate function, but also consider their ultimate environmental impact. Over the last decade, Rufus & Coco has and will continue to be committed to educating pet parents and finding more natural alternatives for pet products so we can reduce our pawprints together.”

Anneke van den Broek, CEO/Owner, Rufus & Coco

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