A natural pet product company and consulting company have joined forces to form the Pet Industry Sustainability Coalition. The sustainability coalition seeks to promote sustainable progress in the pet industry.

The coalition's three-part approach includes:

• Identifying businesses' sustainability needs and developing collaborative innovation to meet those needs.
• Providing tools and resources designed to guide members toward sustainability milestones.
• Developing a voluntary accreditation program that aims to create industry standards and sustainability language.

Formed by Chris Bentley, co- founder of natural pet product companies I and Love and You and Only Natural Pet, as well as the consulting firm Natural Capitalism Solutions, the coalition accepts a founding-member pledge of US$10,000 and also offers a free membership option. Other founding members include Kong Co., Petco, West Paw Design, Planet Dog and Cardinal Pet Care. Pet industry manufacturers, distributors and retailers in the eco-friendly pet products market are encouraged to join.