Sustainability in Pet Food: A Systems Approach to Environmental Impact

Sustainability in pet food is a complex challenge that extends far beyond simple environmental considerations. We've touched on sustainability on a number of previous episodes, ranging from our coverage of the Pet Sustainability Coalition 's Impact Unleashed Conference in June 2023, to exploring the use of miscanthus in pet food production with Dustin Dover of M-Fiber , discussing sustainable packaging in pet food with Kara Stoney of 陶氏化学 , and advocating for the adoption of regenerative agriculture.

In an era where climate change's impacts are increasingly evident - from the recent back-to-back hurricanes in Florida to devastating wildfires across Hawaii, California, and Canada, to coral reef bleaching - every industry must examine its environmental impact. Recently on Petworking, I had the opportunity to speak with Darren Vanstone, Managing Director of Ocatra (Canada) Inc, about the multifaceted nature of sustainability in the pet food industry and the steps companies are taking to address it. We also discussed the pet food industry's role in addressing climate change and building a more sustainable future

The conversation comes at a critical time. Dogs and cats in the US alone would constitute the fifth-largest meat-consuming country globally, highlighting the pet food industry's significant carbon footprint and its potential to drive meaningful change in agricultural practices. While the challenges are complex, they're not insurmountable - but they do require collaborative action across the entire value chain.

Listen to the episode to hear Darren and I discuss:

The Scale of Pet Food's Environmental Impact

• Dogs and cats in the US alone would constitute the fifth-largest meat-consuming country globally
• The pet food industry has significant influence on agricultural sustainability through its use of animal proteins
• The economic value of "byproducts" actually helps make the entire meat industry financially sustainable

Consumer Trust and Sustainability Claims

• According to Euromonitor, 65% of consumers don't believe pet sustainability claims
• However, 52% of pet parents do consider environmental impact in their purchasing decisions
• The challenge of communicating complex sustainability initiatives like regenerative agriculture to consumers (check out our previous episode on regenerative agriculture here!)
• The importance of transparency in building consumer trust, even when acknowledging past unsustainable practices

The Evolution of Sustainability Certification

• The shift from input-based to outcome-based certification systems
• How trust marks serve different purposes for established versus newer brands
• The challenge of balancing certification costs with consumer price sensitivity
• The complexity of maintaining clear supply chain traceability through multiple processing steps

Success Stories and Industry Leadership

• Earth Animal's comprehensive approach to sustainability, including supplier engagement and industry collaboration
• The value of pet industry participation in broader food industry sustainability initiatives
• A major Brazilian pet retailer's transition from selling breeder dogs to facilitating adoptions and certifying ethical breeders

Future Challenges and Opportunities

• The need for industry-wide collaboration rather than individual company initiatives
• The importance of addressing sustainability comprehensively rather than focusing on single aspects
• The role of the pet food industry in driving broader agricultural sustainability
• The value of proactive industry response to emerging regulations and consumer concerns

My conversation with Darren highlighted that sustainability in pet food requires a systems-thinking approach. While individual companies can make progress, real change requires collaboration across the entire value chain - from farmers to processors to brands to retailers.

The pet food industry has a unique opportunity to influence sustainable practices in agriculture, given its significant use of animal proteins and its connection to emotionally engaged consumers. However, success requires balancing multiple factors: nutritional quality, environmental impact, animal welfare, and economic viability.

As Darren noted, "By the time you get to the point that you're fighting legislation, you've maybe lost the plot a bit." This emphasizes the importance of proactive industry leadership in sustainability initiatives, rather than waiting for regulatory pressure. A key example that Darren cited focused on pet retail in Brazil, where a major retailer proactively chose to stop selling breeder dogs before facing regulatory pressure. Darren noted that this decision was based in part on a desire to get ahead of legislation, such as municipalities passing bylaws prohibiting the sale of breeder dogs in pet stores, or Denmark's ban on certain dog breeds due to health concerns. Legislation tends to be binary - either non-existent or extremely restrictive - with little room for industry input once it arrives. With respect to sustainability, businesses can look to early signals - customer feedback, NGO concerns, and emerging trends in other regions - to get ahead of issues, and set a positive leadership example, before they become regulatory mandates.

What are your thoughts on sustainability in pet food? What examples of companies communicating their sustainability initiatives have resonated the most with you? Is sustainability something that you consider when making a pet food purchase?

Please share the episode and leave your thoughts in the comments!