Sustainable Success: These Pet Brands are Committed to Eco-Friendly Practices

Sustainability has become a significant focus in the pet care industry due to growing consumer awareness and demand for eco-friendly products. The traditional method of a linear “take-make-waste” economic model, which describes how resources are extracted, used to make products and then discarded by the consumer as waste, has succeeded in destroying the natural capital on which it depends. This is seen in the soils that are being degraded, the ocean that is being polluted, the biodiversity that is being lost, the freshwater that is drying up, and the forests that are being felled.

From environmental impact to supply chain details, consumers are now more aware of and concerned about how their pet products are made. To address concerns, brands are transitioning to a circular economy, which includes adopting transparent practices that allow consumers to trace the journey of products, documenting every step, from sourcing raw materials to manufacturing and distribution.

One way that pet companies show transparency and traceability is in their brand’s social responsibility. This includes ensuring fair labor practices, safe working conditions and ethical sourcing of materials. Brands are even adopting certification standards, such as Fair Trade and Global Organic Textile Standard (GOTS), as well as implementing supply chain audits to verify compliance with their company’s social responsibility promises.

Palm oil is a very productive crop, offering a far greater yield at a lower cost of production than other vegetable oils. Thus, global production of and demand for palm oil is increasing rapidly. Everyday products that include palm oil are peanut butter, pizza dough, ice cream, chocolate, cookies, shampoo and lipstick, to name a few.

However, palm oil also is environmentally destructive. Palm oil deforestation, which is the clearing of tropical forests to make way for oil palm plantations, has been discovered as a major contributor to climate change and biodiversity loss. The habitats destroyed often contain rare and endangered species.

According to the World Wildlife Fund, 43 percent of Tesso Nilo National Park in Sumatra, which was established to provide habitat for the endangered Sumatran tiger, has been overrun with illegal palm oil plantings. In addition, Mongabay, an independent media organization, reported in 2023 that deforestation in the Rawa Singkil Wildlife Reserve, which is home to Sumatran orangutans, tigers, rhinos and elephants, hit a record high the previous year.

Many single-crop oil palm plantations have displaced tropical forests across Asia, Latin America and West Africa. The World Wildlife Fund reports that approximately 90 percent of the world’s oil palm trees are grown on islands in Malaysia and Indonesia – primarily on the island of Borneo. On these islands, which are known to be home to the most biodiverse tropical forests found on Earth, there is a direct relationship between deforestation and the growth of oil palm plantations.

A March 2024 New York Times article, Why Palm Oil Is Still a Big Problem, cited an analysis by environmental watchdog organization, Global Witness, and Trase, a nonprofit that analyzes supply chains, which concluded that palm oil is the commodity used by Americans that contributes most to the loss of tropical forests. Researchers looked at import data and deforestation rates, and they found that palm oil bought by Americans may have caused 103,000 acres of deforestation, mostly in Indonesia.

As a result of this, the European Union currently enforces a law passed in 2023 that blocks imports of commodities associated with recent deforestation.

“The hope is that if Europe is leading the way, that other countries will follow suit,” said David Gaveau, who runs TheTreeMap, a company based in France that monitors forests.

In the pet industry, palm oil is often used in pet food and treats as a binder to help maintain the product’s shape and consistency. The good news is that there are some brands in the pet industry that source palm oil sustainably.

In an age where eco-consciousness is reshaping industries, Supreme Petfoods stands out with its sustainability credentials in the pet care sector. The UK-based company, renowned for its innovative small pet food and treat ranges, has a “zero palm oil” policy, reflecting its commitment to reducing deforestation and protecting endangered species.

“We’re deeply committed to creating products that not only promote the well-being of pets but also support the environment,” said Claire Hamblion, marketing director at Supreme Petfoods, of the brand’s firm stance against the use of palm oil. “By avoiding palm oil, we’re not just taking a stand for the environment; we’re actively helping to preserve rainforests and protect endangered species like orangutans and the Sumatran rhino. It’s a decision we made because we believe businesses have a responsibility to prioritize the planet over short-term gains.”

The company’s commitment to sustainability extends beyond palm oil. Supreme Petfoods focuses on sourcing locally whenever possible, and its small pet products feature only plant-based ingredients, ensuring compatibility with small pets’ dietary needs while reducing the environmental footprint of production.

Additionally, Supreme has made significant strides in eco-friendly packaging.

“Over 95 percent of our packaging is fully recyclable, and we’re on track to reach 100 percent,” Hamblion explained. “We encourage pet owners to recycle their packaging through designated collection points, making it easier for them to make eco-conscious choices.”

Supreme Petfoods’ commitment to sustainability underscores a broader vision for the pet care industry. From sourcing ethically to reducing waste and emissions, the company demonstrates that eco-conscious practices can align seamlessly with quality pet care.

“Every decision we make is guided by our responsibility to create a sustainable future for pets, people and the planet,” Hamblion noted. “We hope our efforts inspire others in the industry to take bold steps toward sustainability.”

With initiatives like these, Supreme Petfoods is setting a benchmark for eco-friendly practices in the pet industry, proving that sustainability is not just a trend but a long-term commitment to nurturing the world we share.

Another company that’s made a commitment to being an eco-friendly pet brand build on sustainable practices is Lintbells. Based in Hertfordshire, United Kingdom, Lintbells is known for its dog supplement brand YuMove, which has its U.S. headquarters in Orlando, Florida.

In March 2024, Lintbells was granted B Corp status, the certification which verifies a company has met the highest standards of social and environmental performance, transparency and accountability.

Led by CEO Fiona Hope, Lintbells operates within stringent “red lines,” adhering to deforestation-free, GM-free and palm oil-free specifications – and is currently undergoing a review of any latent ingredients not adhering to those requirements. Following standards set by the Rainforest Alliance, Proterra and others, Lintbells has already successfully verified approximately 50 percent of their ingredients as sustainably sourced and aim to be 100 percent sustainable by 2027.

Lintbells has demonstrated robust environmental, social and governance (ESG) initiatives by integrating sustainability as a cornerstone of its business strategy. This was reinforced in 2023 by the appointment of Kerry Doble, chief sustainability officer, to the executive leadership Team, specifically to progress the company’s ESG measures.

The company is also working towards a Net Zero pathway centered on science-based targets and has not only completed mapping of their own direct carbon emissions (Scope 1), but also those for Scope 2 and 3 across its supply chain.

Lintbells was founded in 2006 by John Howie, Ph.D., and John Davies, and the company aims to provide dogs and cats and their owners with scientifically supported supplements to help manage chronic health problems. With a strong focus on scientific validation of its products, YuMove works with experts like the Royal Veterinary College, New Zealand’s Massey University and Marlborough Research Centre to offer a variety of products targeting joint health and mobility, digestive health, anxiety, dermatological and dental health.

When it comes to eco-friendly movements, climate action – which refers to efforts taken to combat climate change and its impacts – is one that might not be getting much public attention. However, Brazilian-based Natoo and its parent company PremieRpet have long been leaders for climate action. The pet brands prioritize achieving the highest levels of energy efficiency in their facilities.

Since 2014, PermieRpet’s Brazilian facilities have been built in compliance with Leadership in Energy and Environmental Design (LEED) certification standards. In 2023, it announced its investment in the largest solar power plant in the state of São Paulo. Situated on more than 1,700 acres in the municipality of Castilho, the complex has five generation unites and 600,000 solar energy plates. Developed through a long-term supply contract (PPA – Power Purchase Agreement) with Comerc Renew, the generation arm of the Comerc Group, the venture will be used to supply 100 percent of the demand for PremierPet’s four factories, making it the first pet food company in Brazil to adopt solar energy in all its plants.

This past October, Natoo announced it is officially ClimatePartner certified thanks to the measures the company has taken within its business operations to reduce the effects of climate change. This certification offers clear insights into Natoo’s overall climate action strategy, detailing its carbon footprint, emissions reduction goals, achieved reductions and financial investments in global climate initiatives.

ClimatePartner is a corporate climate action company that was founded in 2006 with the hopes of encouraging companies to become more involved in climate change reduction and sustainability efforts. The company currently has over 6,000 clients worldwide and awards a ClimatePartner Certified label to companies who continue to take ambitious climate action and raise awareness about this topic among customers, suppliers, business partners, and the public.

“As of September of [last] year, all of our Crunchy Biscuits and Chicken Meal Toppers proudly carry a ClimatePartner certification for Carbon Measurement and Offset,” said Fernando Maluf, vice president of international sales for Natoo. “We are proud to have a 100 percent carbon offset product on the shelfs and hope that this certification further communicates the climate action steps our company is taking towards a greener world for future generations of pets and pet owners.”

As part of Natoo’s climate action strategy, the company has tracked every carbon-emitting process to ensure a complete offset of 100 percent of all emissions and uses entirely green electricity in its production processes. Along with this, Natoo will continue to source 80 percent of its production materials regionally and ensure that half of the materials they use come from renewable resources, among other reduction measures.

According to Maluf, sustainable practices have always been and will continue to be a key part of the company’s DNA, which is why Natoo became a Champion level member of the Pet Sustainability Coalition.

“We are also committed to using renewable energy sources in our pet food production,” he added. “All of our electricity is supplied by a solar farm owned by our parent company, and our heat energy comes from reforested eucalyptus sourced from nearby areas. All of our biscuits and chicken toppers now proudly carry certification for Carbon Measurement and Offset. This achievement places us among a select group of companies leading the way in carbon measurement and offsetting efforts. Additionally, we’re Plastic Neutral certified. By compensating for the impact of our packaging, we prevent the emission of 70,136 kilograms of CO₂.”

Pet food and supplements aren’t the only sectors that are making eco-friendly advancements. In the cat litter category, tofu litter is proving to be an earth-friendly alternative. Thanks in part to the environmental benefits of its innovative litter, Dofu Cat has become a brand to watch in cat care since launching in 2021.

A sister- and women-run company based in Vancouver, British Columbia, Canada, Dofu Cat is an emerging cat litter brand that provides pet parents with an easy-to-use and effective cat cleanup solution. With a strong emphasis on sustainability, innovation and cat wellness, Dofu has developed eco-friendly natural litter made from renewable materials. Made of upcycled food-waste byproducts, the cat litter caters to pet parents who are seeking convenient and eco-friendly solutions.

In a search for a solution to dusty, messy cat litter, Dofu Cat’s co-founders took leftover fibers from food production (tofu, noodles) that was meant for landfill and turned it into a line of minimal-ingredient cat litter that’s almost dust-free, quick clumping and low tracking.

The brand offers several variations of its tofu litter, made with such upcycled byproducts as pea and bean fiber from food manufacturing. First launching on its dedicated website, Dofu Cat has grown to now being available in Australia, Canada and the U.S. in brick-and-mortar pet stores, animal hospitals and on pet-focused online retailers, including Chewy and Pet Circle.

By shifting toward eco-friendly materials and sustainable practices within manufacturing, brands like Dofu Cat are reducing their carbon footprint associated with pet product production, contributing positively to environmental sustainability. This shift has allowed Dofu Cat and other like-minded brands to move away from the traditional linear model of “take-make-dispose,” and instead embrace a sustainability-first approach for the good of the environment and health of the planet.

Savvy retailers who are interested in reaching a broader range of customers should be seeking to carry eco-friendly products by environmentally responsible pet brands. Doing so not only allows the pet stores to attract environmentally conscious consumers, it also can potentially enhance their brand image by demonstrating social responsibility, building trust and loyalty with customers. This, in turn, can ultimately result in gaining a competitive edge on local competitors and align with the growing consumer demand for sustainable options, all while potentially contributing to positive environmental impact.