Overview:
As sustainability expectations within the pet industry increased, Natoo faced a critical challenge: company-level commitments were no longer enough. Retailers and consumers wanted product-level proof supported by credible third-party verification. To meet this demand, Natoo pursued a unified framework to measure product carbon footprints, secure ClimatePartner certification, redesign packaging for recyclability, and offset plastic responsibly.⁴ These initiatives created a scalable climate accountability model built on integrated certification, packaging redesign, and public transparency.
The Challenge:
As of 2022, Natoo had already invested heavily in renewable energy, emissions reduction and conservation, yet lacked a way to translate company level sustainability investments into product-level claims visible on retail shelves and digital marketplaces. Both retailers and consumers increasingly demand product-level proof of climate claims and expect visibility beyond marketing language. The opportunity was to formalize sustainability into a measurable system that connected operations, packaging decisions, and verified reporting, while remaining scalable across markets such as the US.
The Solution
Natoo defined four objectives:
- Quantify product carbon footprints.
- Secure third-party certification.
- Redesign packaging for improved recyclability.
- Offset plastic responsibly.