Zoomark partners with PSC

At the 2025 Zoomark trade show, sustainability transparency will take a large step forward: Through a partnership with The Pet Sustainability Coalition (PSC), a global pet industry non-profit dedicated to advancing sustainable business, a new designation has been created to identify exhibitors that have achieved 3rd party verification for their sustainability efforts, the trade fair reports in a media release.

"At Zoomark, we recognize the growing demand for transparency and accountability in sustainability, both from consumers and within the pet industry itself,” says Luisa Bersanetti, exhibition manager of Zoomark. “PSC’s expertise and leadership in sustainability makes them the ideal partner to help us set a new standard for credible, third-party-verified sustainability claims at our tradeshow.”

As new anti-greenwashing regulations emerge in the EU and U.S., “companies must be both careful with their claims and proud of their genuine efforts", commented Jim Lamancusa, the CEO of PSC. “The pilot year of Greenmark is an exciting milestone in helping retailers and consumers navigate sustainability with confidence."

The PSC developed a rigorous 6-point legitimacy test to filter through the certification noise. Chosen certifications must have demonstrated: direct measurable environmental or social impact, governance by a credible organization (NGO, government, or industry leader), public disclosure of certification standards, independent third-party verification requirements, global trust by sustainability-focused companies, or endorsement from major agencies like USDA, WWF, or the EU. To earn the Greenmark designation, a brand must hold at least one of the verified certifications.

The Greenmark label is not just a label, but a stamp of credibility in a market where consumers and retailers demand proof, not just empty claims.