Best Fur Forward is an Australian-owned, purpose-driven brand redefining what modern cat care should look like, cleaner for homes, gentler for cats, and kinder to the planet.

Founded by Dr Tanya Phillips, a Sydney-based Veterinarian and lifelong cat lover, Best Fur Forward was created to make sustainable cat care the new standard. Our mission is to help cat parents make small, conscious choices that create a big impact, supporting cat wellbeing, reducing landfill
waste, and empowering households to care without compromise.

Our hero product, MATCHA™ Plant-Based Clumping Cat Litter, is Australia’s first Vet-developed tofu litter, designed for real homes and real cats, especially multi-cat households. Made from upcycled soy and green tea by-products, MATCHA delivers fast absorption, firm clumping, and natural odour neutralisation without artificial fragrances, dyes, or harsh additives. Independent testing shows up to 99% odour neutralisation, helping keep homes fresh and stress-free.

MATCHA features ultra-fine 1.5 mm pellets that are soft on paws, low-tracking, and easy to scoop. It is low-dust, free from silica and harmful contaminants, safe for kittens, naturally antibacterial, and
designed to reduce mess and cleaning time. No full tray changes for weeks, simply scoop and top up as needed.

MATCHA is plant-based and flushable in small amounts. The packaging is certified home-compostable, making it one of Australia’s most planet-conscious litter solutions.

At Best Fur Forward, we stand for integrity, transparency, community, and progress, supporting rescue groups, foster carers, and education initiatives.

Small change. Big impact. One tray at a time.

Dr Tanya Phillips is a Sydney-based Veterinarian, General Practitioner, foster carer, and lifelong cat lover with more than 20 years of experience in clinical practice. Since graduating from the University of Sydney in 2002, she has built a career focused on high quality care, strong client relationships, leadership, and continual growth.

Dr Phillip's professional interests include feline medicine, advanced dentistry, soft tissue surgery, and palliative care. Alongside her ongoing work in general practice in Sydney, she is passionate about improving cat welfare more broadly through advocacy, education, and innovation.

She is a Veterinary Representative for Animal Care Australia and works closely with rescue groups and ethical breeders to support practical, balanced approaches to animal welfare. She has also volunteered with World Vets and Vets Beyond Borders, and Sophie’s Legacy.

Dr Phillips founded Best Fur Forward to help the welfare of cats beyond the walls of a clinic. Inspired by her my experience fostering rescue cats, she created MATCHA, Australia’s tofu cat litter, to offer cat owners a cleaner, safer, and more sustainable litter solution.

Her work brings together clinical practice, leadership, advocacy, and entrepreneurship, all driven by a shared mission to improve life for cats and the people who care for them.