(PRESS RELEASE) BOULDER, CO — The Pet Sustainability Coalition (PSC) released a new case study showcasing Natoo, a PSC Accredited brand, as a standout example of sustainability in action. The brand’s parent company, PremieRpet, invested $500,000 in jaguar conservation over a five-year horizon and activated 100 stores with in-store displays. This demonstrates how a brand can bring sustainability to life across both retail environments and global advocacy platforms.
It’s one thing for a company to say they care about sustainability, it’s another to build your entire business around it. Natoo, a Champion member of the Pet Sustainability Coalition (PSC) and a PSC Accredited brand, is doing exactly that. Based in São Paulo, Brazil, Natoo is turning its long-standing commitment to sustainability into a powerful example of what’s possible when sustainability becomes your strategy, not just an afterthought.
In a new blog post, Fernando Maluf, VP of International Sales, shares how Natoo’s ethos, Better Pets. Better Planet., shows up in every part of their work. From solar-powered manufacturing to jaguar conservation and pet adoption advocacy, Natoo demonstrates how sustainability can guide business decisions across every level of operations.
Their journey is featured in PSC’s newly released case study, How Natoo Made Sustainability Wildly Authentic, which outlines how the brand has donated $500,000 toward jaguar reintroduction and built retail experiences that bring biodiversity to the shelf, activating 100 stores with conservation messaging.
“The jaguar is the biggest feline in the Americas, and a beautiful creature to spot. By preserving the jaguar and helping ecotourism thrive, you help protect many other species as well,” said Fernando Torres Maluf, Director de Exportação / VP International Business.
“Natoo’s work with jaguar conservation embodies the concept of progress over perfection; There’s always a next step to take to make the world a better place,” said Allison Reser, Director of Sustainability and Innovation at PSC. “Plus, the Natoo team always lights up with enthusiasm when we talk to them about jaguars, it’s easy to tell they are passionate about it.”
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Natoo’s accreditation with PSC reflects a rigorous commitment to impact, including:
- ClimatePartner certification for carbon measurement and offsetting
- LEED Gold-certified facilities using 100% renewable energy
- Innovative ingredient sourcing that reduces environmental load
- Creative awareness campaigns like the Jaguar Parade and the Tennis Ball Boy Dogs program at the Rio Open
- Completion of SDG Action Manager Assessment (SDG 8 and SDG 12) and a commitment to continuous improvement
Here’s what other pet brands can take from Natoo’s example:
- Bake it in. The most successful brands integrate sustainability from the ground up.
- Make it visible. Whether it’s in-store displays or packaging, give people something they can connect with.
- Equip your allies. Give retailers tools to share your story with confidence.
- Lead with emotion. Joy, curiosity, and care drive the kind of loyalty that lasts.
As part of our coalition, Natoo’s journey reminds us that businesses don’t have to choose between mission and results. You can grow your business while making a real impact.
Read Natoo’s full blog post here, and explore the case study for actionable inspiration.
About Natoo
Natoo was developed by PremieRpet—Brazil’s pioneer in super premium pet food—for U.S. pet parents seeking natural, high-quality nutrition. Crafted at the company’s own LEED Gold-certified, 100% solar-powered facility in Brazil, Natoo products are made with ethically sourced ingredients and held to the highest safety and quality standards.
A Pet Sustainability Accredited Business at the Champion level and ClimatePartner certified, Natoo is committed to Better Pets. Better Planet. The brand actively reduces its environmental impact by planting hundreds of eucalyptus trees annually and preventing 16,000 tons of CO₂ from entering the atmosphere. As a Jaguar Friend company, Natoo supports conservation of the Pantanal wetlands and efforts to protect thousands of jaguars from extinction. Beyond nutrition, Natoo invests in veterinary education, supports pet adoption programs, and contributes to children’s medical care in underserved communities. The brand is also SQF Certified under the Global Food Safety Initiative and holds the Polen Seal for offsetting 100% of its packaging through recycling. To learn more, visit www.NatooPetFoods.com.
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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.
