Certification is much more than a quality label
As certification schemes become more popular in many industries, experts in the field decode the value of these credentials for the pet sector.
The consumer buzz around sustainability and quality has made global certification schemes increasingly popular among pet players. They can help build a better reputation worldwide as well as maximize efficiency in many parts of your business.
Sustainable recognition
In the huge pool of internationally recognized certifications, there are only a few common and sought-after schemes. The International Organization for Standardization (ISO) and Food Safety System Certification (FSSC) provide international standards, schemes and audits for food safety and operational management, with sustainability and emission control among other benefits. B Corp certification is also increasingly popular.
ISO 14001 is often chosen by larger organizations and corporations involved in manufacturing, transportation and services, and it is one of the most common systems for environmental impact and risk evaluation.
“ISO 14001 has always sat there as an element of control, demonstrating that an organization is taking environmental responsibility seriously,” according to Tamma Carel, Environmental Consultant and co-founder of the iCOR compliance platform. She explains that the historic driver for seeking ISO 14001 has always been consumer-led. “What I think COVID has done is to make consumers more discerning about the environmental credentials of the businesses they engage with, and the products and services that they buy.”
Musti is convinced
Overall, the benefits of certifications center around risk assessment and heavy cost savings across legal, environmental or operating recalls, which otherwise would cost millions. They also aid in improving environmental performance by providing waste, water and electricity management schemes, boost market expansion opportunities and enhance brand reputation for a competitive edge.
One of the companies that recently obtained the ISO 14001 certificate was Nordic pet retailer Musti. Its pet food factory Premium Pet Food Suomi Oy also received another certification: FSSC 22000 (food safety management).
According to the retailer’s Chief Operating Officer Pamela Nelimarkka, the certification process itself brought numerous benefits to their internal processes. “Although consumer awareness of quality or environmental certificates may not be very high at present, consumers are increasingly demanding sustainable and locally produced products that are safe to use,” she tells PETS International.
Certifications also serve as an assurance for buyers that a business maintains a high level of food safety. This has proven essential for Musti when targeting markets beyond the Nordics. “External verification of our food safety level provides a competitive advantage,” concludes Nelimarkka.
B Corp appeal
Attaining a hard-earned B Corp certification is growing in appeal among pet firms. If a business is a certified B Corporation, it meets high standards of verified performance, accountability and transparency. B Lab certifies a company for 3 years, after which a recertification assessment determines whether the company still maintains the required standards. Several companies operating in the pet space obtained this certification last year. This included UK-based THE PACK, which was Europe’s first plant-based pet food firm to receive the certification. Australian fresh dog food brand Lyka also secured this prestigious status in November 2023.
Positive impact on operations
For Lyka, adhering to the B Corp standards served as a strategic guide to achieving the 99th percentile across Environmental, Social and Governance practices, demonstrating a tangible impact on daily operations and avoiding mere ‘greenwashing’ PR campaigns. The company is planning to address water management across its whole value chain, and to implement water conservation practices in its manufacturing processes.
THE PACK plans to leverage its B Corp status to lead on environmental and social issues. “We are constantly analyzing our supply chain to see where we can make positive changes to minimize our impact on the planet,” says co-founder Damien Clarkson.
Customer relationship benefits
The San Francisco-based manufacturer of pet beds and toys P.L.A.Y. has held B Corp certification since 2016. This has helped the company in both acquiring new customers and retaining existing ones. According to co-founder Deborah Feng, the certification “solidifies” its standing in the pet industry as socially responsible. “Customers approach us at trade shows, recognizing the significance of this recognition, and it becomes an engaging conversation starter,” she explains to PETS International.
Compliance with B Corp standards also prompted the company to complete a domestic warehouse move, enhancing the efficiency and reliability of its order fulfillment process. At the same time, it has pushed the manufacturer to expand and refine its distribution channels for B2B customers.
Dutch pet food manufacturer Yarrah Organic Pet Food became B Corp certified in 2019. The status makes it a more trustworthy brand, giving reassurance to consumers and business contacts alike. “This certification is proof that we are on the right track, and also helps us to continue our journey to do better every day,” says a company spokesperson. According to Yarrah, sustainability has been in its DNA since it started. “We are on a never-ending journey to improve.”