Established in 1983, as a dedicated Pet food plant, Vital Petfoods worked with the best pet nutrition minds at Massey University to develop the original ‘Vital’ dog roll. Potted Cat Food was then created in 1988 and by the mid-90's the dog roll range was extended to include the brands Buster and Trumps.

Today the Vital Petfoods operation is owned by Jo and Calvin Smith, founders of Pet Nutrition NZ Limited Partnership. Since their purchase of Vital Petfoods from Silver Fern Farms they have continued their developments, leaning more into their strong nutritional philosophy.