America goes green

Can a pet food change the world? This is the momentous question that Nestlé Purina Petfood poses to readers of its website purinaonebeyond.com, which advertises the natural food line “One beyOnd” that was introduced into the USA at the start of the year. The different varieties of the dog and cat food contain many natural ingredients, vitamins and minerals and are crafted without corn, wheat, added fillers or artificial preservatives. No matter whether natural, holistic or organic, the US pet industry is going green, and this is evident from the retail areas of the leading pet supplies chains. Green products in the chain stores Three new natural pet food brands – “California Natural”, “Innova” and “EVC” – have found their way into the range of the speciality chain Pet Supermarket in recent months. Petco even has specially designated departments in its stores in which exclusively natural pet food products are obtainable. A few shelves further on, a “Go green” sign points the way to accessory products manufactured from “safe and non-toxic materials”. The retail chain has even developed its own brand, “Planet Petco”, especially for eco-friendly accessories. “Our Planet Petco products offer high-quality, more sustainable products that utilise recycled and reclaimed materials and renewable resources. For example, our ‘Planet Petco Eco Dog Harness’ is made of fully recycled polyester taken from plastic bottles. On average, one plastic bottle is used to make a Petco collar; three are used to make an ‘Eco’ harness or lead,” the company explains on its website. The Petco range also includes dog bowls made from sustainable renewable bamboo and toys from vegetable dyes. And anyone wishing to treat their feline to natural cat litter will face a difficult decision over which of the many different products manufactured on the basis of paper, pine or corn to go for in the eco-shop. Rival chain PetSmart has also geared its offering to the green craze in the USA. Not only does the retailer offer so-called green paw print tips on its website, but its range also features innumerable brands designed to appeal to an ecologically aware consumer audience. Products made from straw, wood or bamboo are an established part of the range even in the accessory category. In contrast to Petco, however, natural products are integrated into the range as a whole at PetSmart, rather than being presented in special areas. And PetSmart has not yet developed an eco-brand of its own. Natural…