Household routines brim with affection for furry companions, yet beneath the surface, everyday pet care can leave a lasting mark on the environment. Traditional clay cat litter, which scuffs across floors and clings to paws, lingers in landfills for centuries. Single-use plastic bags, often used for pet waste, add to the mounting crisis of ocean pollution. Anneke van den Broek, founder of Rufus & Coco, believes modern pet care needs a new direction. She sees pet waste not as an unavoidable nuisance, but as a chance to act as stewards of the planet while making the job of clean up easier. She insists that true bonds with pets flourish when health, hygiene, and environmental responsibility exist in harmony.
From Convenience to Consciousness
Many pet parents reach for clay litter and plastic poo/waste bags out of habit, seeking quick solutions for daily chores. This convenience, however, comes at a steep price. Global cat litter production now exceeds ten million tonnes each year, with most of it destined for landfill sites, where clay granules persist for generations. Plastic pet waste bags further complicate the problem, as microplastics seep into waterways and threaten fragile ecosystems.
Anneke van den Broek confronted these realities early in her journey. Recognized as the NSW Business Woman of the Year & finalist for Telstra Business Woman of the Year, she noticed that pet care aisles offered little beyond products her customers described as messy, guilt-inducing, and unsustainable. While pet care sales continue to climb, the environmental toll of these products rarely enters mainstream discussion. This disconnect means pets may thrive indoors, but the world outside faces mounting ecological strain.
Rufus & Coco’s response starts with the most-used item in the routine: the poo bag. Instead of more plastic, the company designed 100% plant-based, compostable poo bags with easy-tie handles that knot fast, fit standard dispensers, and hold up on real walks (tear- and leak-resistant). They’ve become our #1 seller for dog parents across Australia, because they keep the job quick while cutting plastic from the stream—a small, repeatable choice that turns convenience into conscience every time you head out the door.
Science, Empathy, and Responsible Pet Care
Sustainable alternatives only gain traction when they surpass the performance of legacy options. Rufus & Coco’s Wee Kitty Eco Plant Flushable Litter, made from wheat and plant fibers, is more absorbent and clumps, outlasting traditional clay litter, according to independent lab tests and customer feedback. The company’s pH Health Check Litter, crafted from natural tofu and pH indicator pellets, changes color to help pet owners monitor urinary health, turning routine clean-up into a proactive wellness check.
Research into bioplastics, starch-based polymers, and compostable liners supports Rufus & Coco’s product development. The company now serves millions of customers across Australia, New Zealand, North America, and Asia. Its retail footprint includes major chains such as Pet Barn, Pet Stock, Pet Circle, Woolworths and Coles in Australia, as well as pet specialty and online stores abroad. While Rufus & Coco stands as one of Australia’s largest privately owned pet brands, its annual revenue and growth rates reflect their expansion, as more millennial and Gen Z pet parents prioritize sustainability in their purchasing decisions.
Anneke van den Broek’s founder-led marketing strategy further builds trust. Her regular appearances at The Fur Salon and The Fur Dental, spa-style grooming and non-sedation dental clinics, highlight the company’s devotion to pet wellness. “Better relationships between people and pets make better humans. Better humans can change the world!” Anneke says, positioning each product as a catalyst for a broader cultural shift. Her advocacy stretches beyond retail, championing initiatives to welcome pets into aged-care settings and to swap toxic clay litter for natural alternatives. Rufus & Coco’s influence shows how empathy can drive both scientific discovery and social change.
A Cleaner Future for Pets and People
The natural and sustainable segment of the pet care market now grows faster than traditional categories, with industry forecasts projecting global spending to surpass US$250 billion by 2027. Eco-friendly solutions capture a growing share of this market, and pet waste management, once a niche concern, now attracts active research and development. Scientists and entrepreneurs explore composting infrastructure, enzymatic litter breakdown, and new biodegradable materials to further reduce the environmental footprint of pet care.
Rufus & Coco rides this momentum, with plans to expand into Japan, South Korea, the United Kingdom, Germany, and additional markets. Its products already appear in leading retailers and on global e-commerce platforms. Community events and partnerships with animal welfare organizations build loyalty with pet owners. Each new market offers a chance to reshape consumer habits and elevate sustainability as a core value in pet care.
Forecasts suggest that if brands like Rufus & Coco capture even a modest share of key markets, the collective impact could divert thousands of tonnes of plastic and clay from landfills each year. Policymakers and retailers now support pilot programs, from subsidized composting bins to incentives for biodegradable pet products. Environmental experts point to the potential for substantial reductions in landfill waste by 2030 if these trends continue.
Purpose, Progress, and a Cleaner Tomorrow
Switching to products like Rufus & Coco Wee Kitty Corn Clumping Litter or compostable dog waste bags may seem like small steps. When adopted collectively, these choices create a ripple effect that reshapes industry standards and consumer expectations. The mountains of clay and sea-bound plastics that once seemed inevitable can be replaced by a new model—one that honors the bond between humans, animals, and the world they share.
Rufus & Coco’s journey shows how purpose-driven businesses can align growth with environmental stewardship. Through practical solutions, community engagement, and visionary leadership, the company offers a blueprint for meaningful change. Realizing a cleaner future will require more than technical fixes; it calls for a culture that values responsibility as much as affection. Anneke van den Broek’s growth from entrepreneur to advocate charts a hopeful course, one where every scoop and every bag brings us closer to a harmonious coexistence. When pet care elevates personal responsibility, pollution gives way to possibility, and both people and their pets can thrive on a healthier planet.
