On this episode of Trending: Pet Meals, the dialogue facilities on the evolving function of sustainability within the pet {industry}. Collectively, host Linday Beaton and Allison Reser, director of Sustainability and Innovation on the Pet Sustainability Coalition, break down how sustainability applies to every thing from worker welfare and neighborhood outreach to environmental affect and animal welfare. The dialog additionally explores why sustainability stays a posh situation in pet meals, from navigating regulatory drivers to balancing value, ROI, and efficient shopper communication with out falling into greenwashing.
Transcript
The transcript under is from Episode 84 of the Trending: Pet Meals podcast, the place host Lindsay Beaton and Allison Reser, director of Sustainability and Innovation on the Pet Sustainability Coalition (PSC) discover how the pet {industry} is navigating the rising demand for sustainability, from environmental affect to moral sourcing and shopper expectations. You could find the episode at Trending: Pet Meals Podcast, on SoundCloud or in your favourite podcast platform. This episode initially aired on April 9, 2025.
We need to thank Coperion for sponsoring this podcast. Coperion brings collectively among the world’s most trusted expertise manufacturers to supply revolutionary system and ingredient automation options to pet meals producers worldwide.
Lindsay Beaton, editor, Petfood Business journal and host, Trending: Pet Meals podcast: Hey, and welcome to Trending: Pet Meals, the {industry} podcast the place we cowl all the most recent sizzling subjects and tendencies in pet meals. I’m your host and editor of Petfood Business journal Lindsay Beaton, and I’m right here as we speak with Allison Reser, the director of sustainability and innovation on the Pet Sustainability Coalition. Hello Allison, and welcome!
Allison Reser, director of Sustainability and Innovation on the Pet Sustainability Coalition (PSC): Hey, Lindsay. Good to be right here.
Beaton: In case you’re unfamiliar with Allison or PSC, right here’s what it’s worthwhile to know.
Allison is a sustainability chief driving change within the pet {industry}. At PSC she leads initiatives on local weather motion, packaging, and accountable sourcing. With a grasp’s in Sustainability Administration from Columbia, she brings expertise in environmental training and the round financial system. Allison relies in Boulder, Colorado, the place enjoys driving her comparatively new gravel bike and spending time along with her cat, Nova.
The Pet Sustainability Coalition is a nonprofit that advances enterprise by way of worthwhile environmental and social enterprise practices. Based in 2013 by eight firms, PSC now serves about 200 member firms throughout the pet {industry} and world wide. PSC helps firms make progress on their sustainability practices, set and try for formidable targets, and report on their achievements. Moreover, PSC leads retailers, distributors, producers, manufacturers, and suppliers in pursuing collaborative options to among the largest industry-wide points, corresponding to sustainable packaging and protein sourcing.
Allison Reser is the speaker for the opening session of Petfood Necessities, our precursor to Petfood Discussion board 2025, being held on the finish of this month. She’ll be presenting “Tips on how to begin your sustainability journey” as the beginning of our day of sustainability training at Necessities. This, together with Allison’s dedication to sustainability and her expertise in serving to companies work in the direction of their sustainability targets, is why I’ve introduced her on as we speak to reply this query: The place are we at with sustainability within the pet area?
So Allison, we will speak loads as we speak about how the concept of sustainability has advanced within the broader minds of humanity, in addition to in a enterprise sense. However I need to begin out by asking you ways you suppose sustainability turned such an necessary dialog within the pet area?
Reser: I like that that is the place you are beginning the dialog, as a result of I believe so many instances we leap proper in to, “Okay, what do I do? What are the actions I can take?” But it surely’s tremendous necessary to recollect why we’re doing this and what we’re speaking about.
I wished to rapidly say that once we say the phrase “sustainability,” we’re speaking about it broadly. I believe within the pet area, we see quite a lot of these three pillars: folks, planet and pets.
In fact, the folks aspect of sustainability, we’re speaking about staff and employees within the provide chain, neighborhood outreach. That neighborhood outreach piece is one thing the pet {industry} is stellar at — giving again and volunteering.
The planet aspect of sustainability is quite a lot of stuff about your nature footprint, so a enterprise’s affect on air, on the water, on the land.
Then, in fact, the pet aspect of sustainability is a enjoyable one which now we have uniquely within the pet {industry}. We’re speaking in regards to the animal welfare of our pets, but additionally the animals which can be used as components. That’s the extent setting. “Sustainability” may be very broad. There’s quite a lot of other ways firms can give it some thought.
How did it turn out to be such an necessary dialog? It actually turned an necessary dialog a very long time in the past. Within the 70s and 80s, that is when folks began to understand, “Oh, possibly firms ought to truly do the suitable factor, do good for the world,” quite than simply provide us with one thing that we want.
That was spurred on by public outcry from the Exxon Valdez oil spill of 1989. After that, folks began to suppose, “Yeah, enterprise ought to do the suitable factor.” It should not come at the price of our surroundings or of individuals’s welfare.
There’s loads that went into the evolution of company sustainability, however one of many notable issues was the launch of GRI, the World Reporting Initiative, that occurred in 2000. There have been 31 firms that piloted it. I checked out these 31 firms, and there is some illustration in pet. I wished to say that the pet {industry} has been there from the very starting of company sustainability.
At this level, there’s quite a lot of information that simply exhibits us that folks need it. Yearly we see new information. Not too long ago, I’ve seen some stuff about how 50% of pet homeowners are keen to behave on sustainability; 57% are seemingly to purchase from a model that’s dedicated to decreasing environmental impacts. We might speak loads in regards to the information, however folks need sustainability of their pet merchandise, and so they appear to essentially care about it.
Beaton: We’re having this dialog coming off World Pet Expo and the Pet Summit, which I attended. I attended the sustainability monitor the place there was quite a lot of dialogue in regards to the complexities of sustainable practices in pet — what numerous points the {industry} have to give attention to, what sustainability means to all these totally different components of the pet area. What do you suppose are the present high complexities which can be gripping the pet area relating to attempting to get a deal with on sustainability and what it means for the totally different components of the provision chain and creating pet meals?
Reser: It’s complicated. As a lot as I need it to be quite simple, that sustainability is simply one thing all people ought to do, that is not the truth.
I believe a few issues make it complicated. First, there’s totally different causes to even do it. There are voluntary causes to do it, prefer it’s baked into your model ethos. For some, there are specific compliance causes to do it, like you need to measure your greenhouse gases if you happen to dwell in sure states or nations and also you’re of a sure measurement, or you need to begin paying for packaging by way of the EPR legal guidelines — voluntary compliance. There’s additionally a center floor the place there is a semi-voluntary area, the place if you wish to attraction to extra traders or distributors or prospects, it’s worthwhile to begin reporting in your sustainability progress. So, even the explanations to have interaction could be complicated.
From there, in fact, value is a giant complexity. We like to make the enterprise case. There are some initiatives which have a really clear ROI. For instance, if an organization is contemplating renewable vitality, there’s normally a calculation – sure, the price of putting in a photo voltaic panel finally pays for itself since you’re not paying for electrical energy. These sorts of initiatives are superior to work with, as a result of it is a win, win, win.
Different instances, ROI is loads squishier, as a result of we prefer to make the case that, yeah, shoppers need sustainable merchandise, so investing on this, telling the story, educating your prospects, will result in elevated gross sales. However there are quite a lot of unknowns in that equation into the longer term. Markets are sophisticated.
The opposite massive complexity is shopper storytelling. We dwell in an area, within the pet {industry}, and in quite a lot of industries, the place there are some very respectable third-party certifications and on-pack label that clearly talk to the shopper that this product has achieved some type of sustainability.
There are additionally the “area of inexperienced claims,” the place firms are welcome to inform their sustainability story past simply these third-party certifications. However in fact, then we get into greenwashing — deceptive claims or overstating how sustainable a product is — which ends up in quite a lot of confusion for purchasers.
Beaton: Let’s speak about greenwashing a bit bit extra, as a result of one of many conversations I’ve heard about greenwashing currently is that it will be a self-correcting mechanism. Customers have a lot entry to data — every thing is only a Google search away — that they may discover out rapidly if you happen to’re BSing them.
Do you suppose that it is extra complicated than that? Is greenwashing changing into a much bigger situation? Is it a smaller situation? Do you suppose firms are doing it on goal, or is it simply sort of a pure results of them attempting to be extra sustainable? The place do you suppose greenwashing is sitting, on the {industry} aspect after which on the patron aspect?
Reser: It is in all probability getting increasingly complicated as we go alongside. Greenwashing began simply when very good entrepreneurs had been like, “Oh, folks appear to love to purchase issues that use the phrase ‘ecofriendly’ or has a bit image of a leaf subsequent to it. Let’s simply put that on our product, model ourselves as ecofriendly and see if that works.”
In fact, that is problematic, since you have to be doing the work behind the scenes to scale back your affect not directly or enhance it. What makes it extra complicated now’s, such as you mentioned, there are very good shoppers that caught on to this, and so they’re saying, “You’re mendacity to our face. Please cease.”
Now we’re in an area the place greenwashing is prohibited in lots of locations, and so it is regulated. We see some firms simply going within the different method, which is what we name “greenhushing,” the place an organization may need probably the most sturdy sustainability technique. They’re making progress in the direction of good targets of their environmental affect, however they only do not inform that story as a result of they’re like, “We do not need to take care of greenwashing legal guidelines. We’re doing this as a result of we all know it is the suitable factor to do however we’re not telling that story.”
That is, in fact, problematic, as a result of it is much more complicated for the patron. I do not actually know what to do about that. I believe there’s quite a lot of totally different strategies, as a result of not all people goes to try this analysis.
What I realized is there are totally different ranges of shoppers that a fantastic inexperienced declare ought to attraction to. There’s one degree of shopper that wishes a fast 30-second test, so a declare on-pack or one thing apparent to say, “This product is doing good.” Then the following degree of shopper would love a QR code or an internet site the place they will analysis that quick declare to see if it is legit.
Then there’s a third degree of shopper, which might be the place I sit after I store, as a result of I am a nerd about these things. Not solely will I am going to the web site, however I’ll search for their affect report, or the stuff that is not even graphic-designed as a result of it is so technical. I need to observe — did they try this life cycle evaluation that they mentioned that they did?
Most individuals are at that degree the place they need to take 30 seconds to discover, is that this product good or unhealthy? There’s quite a lot of thought that wants to enter that language to be very particular and clear past simply saying “we’re ecofriendly and here is a leaf” with all these complexities.
Beaton: How open have you ever discovered the pet {industry} to be by way of implementing sustainable practices? Are there segments of the {industry} which can be discovering it simpler to implement than others? For instance, finish shopper manufacturers can have a really visible sustainability affect, however in case you are an ingredient provider, your sustainability initiatives may look very totally different and are for a really totally different viewers. How has all of that been taking part in out within the pet {industry}?
Reser: I’ve a bit of non-public expertise that makes me very excited to work within the pet {industry} as a result of it’s quite revolutionary and open to alter. For some time, I labored within the film and TV {industry} attempting to implement sustainability. It’s so regimented on set for some productions that even if you happen to simply need to add a bit compost bin, it’s like pulling enamel.
In comparison with that have, I simply know that there are different industries the place any change is tremendous onerous. The pet {industry} is in a great spot, as a result of the businesses that we’re working with appear adaptable and open to alter and open to collaborating alongside the provision chain, and fairly revolutionary.
Coming again to your query, I am in a lucky place as a result of I am working with a section of the pet {industry} that has joined PSC as a member. What we’re attempting to do is create that area for pre-competitive collaboration and data sharing.
In fact, we see this occurring outdoors of our coalition. I believe one among my favourite examples was a panel the place a bunch of smaller manufacturers utilizing revolutionary components had been speaking about, how did they discover this ingredient? Why are they utilizing it? One of many factors they made was they need different firms to make use of this identical ingredient, as a result of scaling that offer chain and making it extra accessible, builds their resilience. It is extra about that, quite than a aggressive benefit. That’s been thrilling to see as firms are keen to band collectively to create that offer chain resilience.
Our suppliers appear right down to work with one another, too. In quite a lot of conditions, I’ve seen packaging suppliers on stage with one another for a similar panel, having a dialogue. Once more, we within the pet {industry} can work in that pre-competitive mindset.
Beaton: When firms are coming to you asking questions on sustainability, whether or not they need to refine their present plan, whether or not they do not even know the best way to outline sustainability with their very own enterprise? What are the highest questions you get requested when folks first come to you guys?
Reser One of the crucial widespread causes folks come to PSC is, “Oh my gosh, a vendor or a possible buyer of mine is asking for my greenhouse gasoline stock. I do not know what meaning. Please assist.” We’re like, “Nice! We might help you with that.”
Anybody can calculate their Scope 1 and a couple of emissions and share it with potential distributors and prospects. There are lots of people that have already got a purpose to take part, and so they simply do not know the way.
In fact, there’s additionally a special section of latest manufacturers that need to bake sustainability into their model from the very starting. That is an thrilling area to work with. As a substitute of attempting to alter one thing that already exists, how will you design merchandise which can be sustainable from the get-go?
Quite a lot of that’s actually fascinated with the choices for sustainable components and packaging, particularly on the proper value and on the suitable scale, which is usually a problem for brand new manufacturers.
Then, in case you have a brand new enterprise, you’re identical to, “The place will we begin?” My reply each time is, “Do a materiality evaluation.” That is one that’s required in some locations. Should you’re a big firm, totally different nations on the planet have a requirement for materiality evaluation. Primarily, it is only one massive stakeholder engagement train, the place you come out with a listing of your high priorities in sustainability that matter most for your small business targets, but additionally to drive probably the most affect.
Beaton: The PSC has been round for 12 years now. How have you ever seen sustainability develop within the pet {industry}? What did it seem like 12 years in the past versus what it appears to be like like now?
Reser: I want I used to be doing this 12 years in the past. I joined PSC a few yr and a half in the past. I can let you know, based mostly on what I’ve realized from the PSC crew that has been right here longer, one of many largest issues is the presence at commerce exhibits.
Commerce exhibits are a possibility the place industries come collectively and study what everybody’s as much as. Even in my quick time right here, PSC has gone from having a small sales space at commerce exhibits to now being featured because the sustainability consultant for academic content material. That area on the commerce present flooring is a bodily illustration of increasingly firms caring about sustainability. That’s the obvious one to me, and I want that Caitlin or Chris, the PSC co-founders had been right here to reply as a result of I am certain that it is come a protracted, great distance since they began it 12 years in the past.
Beaton: How necessary to the pet {industry}, to any {industry} actually, do you suppose it’s to have such a central contact level for a subject like sustainability that has so many complexities and appears to be evolving in a short time? Even by way of regulatory, it varies from state to state, nation to nation, ingredient to ingredient, relying on what you are doing. In pet, regulatory is the primary hurdle for just about every thing as a result of there are such a lot of totally different avenues.
What function do organizations like yours play in serving to to be that central repository of knowledge and training, and the way necessary is that to the success of sustainability in pet?
Reser: Nice query. I am fascinated with a world the place these types of coalitions do not exist. I think about that anyone firm on their very own might undergo that materiality evaluation like I mentioned, and say, “Okay, what issues most for our enterprise?” They may launch in a single route and begin doing good in their very own method.
That will be high-quality, however then as a consumer or as somebody who cares about the way forward for our surroundings, it looks as if then a bunch of firms throughout all types of various industries would simply be like branching out into separate other ways. I believe one of many foremost explanation why coalitions like this exist are simply to unify an {industry} and assist an {industry} transfer in a single route collectively.
I do know the sweetness {industry} has some superior coalitions that assist these firms align round extra round packaging. The sweetness {industry} is sweet at returnable packaging and attempting to shut that loop and reuse packaging. The style {industry} can also be large. They’ve quite a lot of nice coalitions that talk with a louder voice to say, “We want sustainable textiles.”
Within the pet {industry} too, one of many issues we’re attempting to do is clarify suggestions to say, “Should you’re on this place within the provide chain, here is what you are able to do to assist us all transfer in a single route.” It creates this pleasure, as an alternative of simply being alone by yourself, attempting to do a sustainability technique, your expertise as an organization a part of a much bigger coalition. We do quite a lot of rallying collectively and studying from one another and embodying that idea of “the rising tide lifts all boats.”
Beaton: We have talked loads about alternatives and successes and evolution. What are the challenges you are dealing with proper now relating to sustainability within the pet area?
Reser: As you talked about, rules are actually difficult. I do know quite a lot of our firms in america are coping with the prolonged producer duty legal guidelines, EPR legal guidelines, which is taking over a bunch of time. It is a massive admin activity to must catalog all of your packaging and ensure you’re paying the suitable payment to the suitable state on the proper time. It’s loads to maintain up with and altering very quick.
EPR is sort of the massive one which’s on lots of people’s minds. However there are quite a lot of these rules which can be altering all around the world which can be onerous to maintain up with. That is definitely difficult.
One other one is the state of the financial system and the world. The entire idea of, “Do it’s worthwhile to pay extra for one thing sustainable?” Quite a lot of the information exhibits that buyers need to purchase sustainable merchandise. They might be keen to pay for it, however then when it comes right down to the choices that they are making in shops, the information would not at all times present that they may pay extra for it.
One of many challenges, once more, is making that enterprise case. Definitely, there’s the enterprise case as a result of it is the suitable factor to do within the very long run. If you wish to proceed working, it’s worthwhile to just remember to are sustaining all of the issues that hold you operational. Shorter time period ROI, nonetheless, is hard for firms to recover from that hurdle and begin investing in sustainable practices.
The opposite problem that is on my thoughts is what we talked about earlier than, which is with the ability to authentically inform a narrative in a method that your shoppers will like and interact with.
Beaton: You’ve got been speaking loads about making the enterprise case for sustainability, and that is smart. We’re working inside a enterprise setting. Do you discover that firms are keen on listening to the human case for sustainability as nicely? Is the enterprise case a technique to begin then it expands from there? Is there anyone coming to you who’s simply straight off the bat like, “Look, I need this world to nonetheless be right here 50 years from now, 100 years from now. Assist me make this occur?” What do you discover is the steadiness between these two instances?
Reser: Sure. When a top-level govt or a founding father of an organization, in the event that they get it and so they know that, “yeah, I need to be in enterprise to care for folks and ensure that we are able to protect our world.” They will make it occur. There are quite a lot of manufacturers which have these leaders, and so they determine the enterprise case. They’re enterprise leaders, and so they’re additionally sustainability champions. They make it work.
I believe if you happen to’re “decrease” at an organization, you care about sustainability, and also you need to persuade your organization to make a change, that is after I suppose virtually at all times you need to have a enterprise case. In case your management crew would not already get it, they may at all times have to satisfy their enterprise targets first earlier than they meet these human targets, in order that they sort of should go hand in hand.
That’s the good factor – there’s quite a lot of information and quite a lot of examples the place the enterprise and the human case do go collectively. There are quite a lot of win-wins.
Beaton: As we wrap up, I at all times like to speak in regards to the future. What do you suppose are the following steps for sustainability within the pet area?
Reser: Essentially the most particular one is shifting to mono-material or recycle-ready versatile plastic packaging.
Versatile plastic packaging simply makes probably the most sense for lots of pet meals, versus a glass jar or a heavier type of packaging. Making that versatile plastic recyclable nearly as good as we are able to is a big area that I do know quite a lot of packaging suppliers are engaged on. Manufacturers are tremendous keen on switching to that kind of packaging. That’s positively sooner or later for the pet {industry} that I am excited to help.
Protein sourcing is one other massive one. We’re seeing some firms check out plant-based or invasive or fermented or cultivated area in addition to insect protein and regenerative protein. I am specializing in protein as a result of that’s the place a lot of the affect comes from in a bag of pet food or cat meals.
I’m actually enthusiastic about bugs. I joke on a regular basis that my cat simply likes to chase bugs on her personal, so why should not I simply feed these to her? She clearly desires to eat them.
Every of these totally different protein sources have their very own hurdles. Some with shopper notion or the scalability of the provision chain, however I’m excited to help firms in making these transitions.
Lastly, I’m excited to see extra firms tackle the materiality evaluation — to evaluate their priorities, set a roadmap and targets and make progress — actual, tangible, measurable progress — in the direction of these targets for environmental affect.
Beaton: As any person who principally lives and breathes sustainability within the pet area proper now, what’s your largest hope for the Pet Sustainability Coalition and the pet {industry} at giant relating to their future place in sustainability?
Reser: My hope is that the pet {industry} can develop into its function with the opposite industries so far as sustainability. I discussed textiles and sweetness and even human meals. Typically it feels just like the pet {industry} is attempting to meet up with these different industries. In different methods, I believe we’re forward as a result of pet meals already is complementary to the human meals {industry}. We are going to feed our pets byproducts that we do not need to eat.
I hope the {industry} finds its place as a frontrunner in sure points of sustainability in comparison with different industries. That will be thrilling. I additionally hope the pet {industry} does a greater job of serving to shoppers who’re already making sustainable decisions for themselves. I hope we do a greater job of inviting these prospects to have their pet take part in that sustainable life-style, as a result of I do suppose that there is this chance the place folks simply do not understand. They’re like, “Oh yeah, my cat does have an environmental affect, and I simply have not considered it earlier than.” I believe that there is some alternative there that I believe we might do a fantastic job with.
Beaton: Properly, thanks very a lot for approaching as we speak, Allison. Sustainability has advanced into such a posh subject that I believe it may very well be an advanced factor to unravel, particularly relying on what a part of the pet {industry} you are concerned in. It’s necessary to maintain breaking it down and ensuring folks proceed to know what it is all about, so I respect you approaching and serving to me untangle a few of that.
Reser: Thanks.
Beaton: Earlier than we go, I need to perform a little plug. The place can folks discover extra details about you and the Pet Sustainability Coalition?
Reser: Positively. Examine us out at petsustainability.org. Becoming a member of us as a member is simply the easiest way to have interaction. We are able to help these materiality assessments that I discussed, or greenhouse gasoline assessments. Now we have a bunch of various ways in which we help firms within the {industry} — plug them into the suitable alternatives for them.
One initiative that I’d love to provide a shout out is our annual benchmark. It is a brand-new instrument that we’re launching to make use of as a strategic methodology for serving to members construct their roadmap, but additionally any firm will be capable to take it, even when they are not a member. It’s a snapshot and designed to be a fast survey for firms to see what subsequent steps in sustainability they may be capable to take. That might be out there on our web site very quickly.
Beaton: Excellent. As soon as extra, Allison might be presenting “Tips on how to begin your sustainability journey” because the opening session of Petfood Necessities at Petfood Discussion board 2025. Petfood Discussion board might be held April 28- 30 in Kansas Metropolis, Missouri. You could find extra details about Petfood Discussion board at PetfoodForumEvents.com, and we hope to see you there.
That’s it for this episode of Trending: Pet Meals. You could find us on PetfoodIndustry.com, SoundCloud or your favourite podcast platform. You may also observe us on Instagram, @trendingpetfoodpodcast. And if you wish to chat or have any suggestions, I would love to listen to from you. Be at liberty to drop me an e mail: [email protected].
In fact, thanks once more to our sponsor, Coperion. Coperion brings collectively among the world’s most trusted expertise manufacturers to supply revolutionary system and ingredient automation options to pet meals producers worldwide.
As soon as once more, I am Lindsay Beaton, your host and editor of Petfood Business journal, and we’ll speak to you subsequent time. Thanks for tuning in!
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