(PRESS RELEASE) BOULDER, CO — The Pet Sustainability Coalition (PSC) welcomes Instinct as the latest brand to upgrade its membership to one of the highest tiers of membership: the Icon level. PSC’s Icon members have taken a powerful step to create a world of sustainable goodness for pets and our planet. For over 20 years, Instinct has transformed the lives of pets through raw, science-backed recipes that prioritize real, natural ingredients and are free from filler, by-product meal, and artificial preservatives. As an Accredited brand and a signatory of the PSC Packaging Pledge, Instinct shines as one of PSC’s most engaged and committed members.
“Instinct is committed to delivering exceptional nutrition in a way that honors our responsibility to pets, people, and the planet. This is why we are accelerating our sustainability journey. We have, for example, transitioned to 100% renewable energy in our Lincoln, NE, kitchens in January 2025, reducing our carbon emissions significantly.” said Manel Valls, Chief Strategy Officer. “Strengthening our partnership with PSC is critical for us to continue advancing towards more sustainable ingredient sourcing, recyclable packaging and processing practices. We are very excited to ramp up our collaboration with PSC and build on this momentum together.”
“Instinct’s upgrade shows their commitment to sustainability and being a leader in the pet industry,” said Allison Burdick, Sustainability Analyst at PSC. “As an Accredited member and PSC Packaging Pledge Signatory, Instinct is advancing their sustainability goals while focusing on transparency and continuous improvement.”
Icon members are leaders whose investment in PSC helps advance their company’s environmental and social performance while also being important contributors to PSC’s work on major systemic issues facing the pet industry. Instinct’s increased engagement will provide PSC with support to help advance its industry-wide priorities, which include sourcing sustainable ingredients, sustainable packaging, and promoting a more diverse, equal and inclusive world.
Sustainability at Instinct
Instinct’s sustainability ambition is to become Net 0 by 2050, and advance towards a fair supply chain that upholds the highest animal welfare standards. Their company-owned raw manufacturing facility in Lincoln, NE, operates on 100% renewable energy and has achieved LEED Certification, demonstrating their best-in-class production standards. Instinct also uses MSC certified sustainable seafood from fisheries that have met the MSC’s high bar for environmental sustainability across various recipes, and they continue to advance protein sourcing standards.
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About Instinct
Instinct Pet Food is on a mission to transform the lives of pets through the power of raw nutrition. Guided by nature and backed by science, Instinct offers a range of raw-inspired recipes—from 100% raw frozen meals to kibble boosted with raw—crafted with the highest quality ingredients and safety standards. As a company committed to empowering people to transform the lives of pets, Instinct is proud to be a member of the Pet Sustainability Coalition, driving positive impact in the communities where we work and live.
About the Pet Sustainability Coalition
The Pet Sustainability Coalition is a nonprofit that advances business through profitable environmental and social business practices. Founded in 2013 by eight companies, PSC now serves more than 200 member companies across the pet industry, helping them to progress on their sustainability practices, set and strive for ambitious goals, and report on their achievements. Additionally, PSC leads retailers, distributors, manufacturers, brands, and suppliers in pursuing collaborative solutions to some of the largest industry-wide issues, such as sustainable packaging and protein sourcing. Connect with us on LinkedIn and YouTube. Learn more at www.petsustainability.org.
