(PRESS RELEASE) Mud Bay, an independent, employee-owned retail chain with 49 locations has signed on as one of the Pet Sustainability Coalition’s first retail beta partners. In March 2019, the coalition announced a new retailer-facing program that drives recognition of brands and suppliers who measure and improve their environmental and social impact.
Now, with almost 40 brands participating, the coalition has set its sights on engaging retailers to influence purchasing decisions toward more sustainable products while incentivizing brands and suppliers to continue their efforts.
“By adding social and environmental performance to their purchasing process, retailers send a signal all the way down the supply chain that their commitment and continued improvement will pay off,” says Caitlyn Dudas, executive director.
With environmental and social marketing on the rise, it’s difficult for retailers to know what claims are valid and what may be “greenwashing.” Mud Bay and other beta retailer partners are collaborating with PSC to develop program benefits so that retailers can increase consumer and employee loyalty while simplifying the process of authenticating sustainability claims.
“Mud Bay’s mission is to contribute to the health of dogs and cats and the happiness of those who care for them as we build a strong company we’re proud of. We live and breathe the Mud Bay Experience, a set of nine tenets that guide our work, decision making and relationships. By joining PSC we are embracing our passion for our planet and committing to continually improving how we impact our earth in addition to supporting pet parents in doing the same,” says Cherish Morrison, Mud Bay’s senior category manager, private brands.
The Pet Sustainability Coalition’s Positive Impact accreditation program is the first to adopt a third-party holistic assessment and hold companies accountable for improvement. The program is not a consumer-facing certification that sets a minimum score for participation, but instead an invitation to all companies to join the sustainability movement wherever their starting line.
petsustaianability.org/positive-impact-program or andrea@petsustainability.org