Criteria for the award included breakthrough innovation (significant, true innovation) that was relevant to the pet industry and showed results for the company. Other criteria included searching for and re-applying innovation from other industries and showing evidence of establishing and implementing a corporate social responsibility program.

Besides SPF, the other nominees for the award included DSM Nutritional Products, based in Switzerland; FURminator Professional Pet Products from the US; and Nano Pet Products, also based in the US.