At Zoomark 2025, sustainability will take center stage with the launch of GreenMark, a new designation developed in partnership with the Pet Sustainability Coalition (PSC) to identify exhibitors with verified environmental and social responsibility certifications. The initiative aims to increase transparency in sustainability claims and help retailers and consumers distinguish genuinely sustainable brands from those engaging in greenwashing.
Zoomark, an international trade show for pet food and pet care, will take place from May 5-7, 2025, at BolognaFiere in Italy.
“At Zoomark, we recognize the growing demand for transparency and accountability in sustainability, both from consumers and within the pet industry itself," said Luisa Bersanetti, exhibition manager of Zoomark. "PSC’s expertise and leadership in sustainability make them the ideal partner to help us set a new standard for credible, third-party-verified sustainability claims at our trade show. GreenMark is not just a symbol — it’s a commitment to integrity, helping retailers and consumers identify brands that are truly making a positive impact. We believe this initiative will drive meaningful change in our industry and inspire companies to take their sustainability efforts to the next level.”
The GreenMark pilot program comes at a time when sustainability claims are under increasing scrutiny, particularly as new anti-greenwashing regulations take effect in the EU and U.S.
“We are honored to partner with Zoomark to launch the GreenMark designation, a critical step in bringing greater transparency and accountability to sustainability claims in the pet industry,” said Jim Lamancusa, CEO of PSC. “With greenwashing on the rise and consumer skepticism at an all-time high, it's more important than ever for brands to back up their commitments with third-party verification. The pilot year of GreenMark is an exciting milestone in helping retailers and consumers navigate sustainability with confidence — cutting through misleading claims and highlighting brands that are truly making a difference.”
Rigorous standard for sustainability certifications
To qualify for the GreenMark designation, exhibitors must hold at least one of over 70 globally recognized certifications that meet PSC’s six-point legitimacy test, which ensures:
- Measurable environmental or social impact
- Governance by a credible organization (NGO, government, or industry leader)
- Public disclosure of certification standards
- Independent third-party verification
- Recognition by sustainability-focused companies
- Endorsement from major agencies like USDA, WWF, or the EU
Brands seeking the GreenMark designation must provide documentation of their active certification, which will be reviewed by Zoomark and PSC for validity. If an exhibitor believes a certification has been overlooked, they can submit it for additional review.
The GreenMark badge will be displayed at Zoomark 2025, making it easier for pet food professionals, retailers and consumers to identify verified sustainable brands.
Adapted from a press release.
