(PRESS RELEASE) BOULDER, CO — 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.
“At Zoomark, we recognize the growing demand for transparency and accountability in sustainability, both from consumers and within the pet industry itself. That’s why we are thrilled to partner with The Pet Sustainability Coalition to launch the GreenMark designation” says Luisa Bersanetti, Exhibition Manager of Zoomark. “PSC’s expertise and leadership in sustainability make them the ideal partner to help us set a new standard for credible, third-party-verified sustainability claims at our tradeshow. GreenMark is not just a symbol—it’s a commitment to integrity, helping retailers and consumers identify brands that are truly making a positive impact. We believe this initiative will drive meaningful change in our industry and inspire companies to take their sustainability efforts to the next level.”
“We are honored to partner with Zoomark to launch the GreenMark designation, a critical step in bringing greater transparency and accountability to sustainability claims in the pet industry. With greenwashing on the rise and consumer skepticism at an all-time high, it’s more important than ever for brands to back up their commitments with third-party verification.” commented Jim Lamancusa, the CEO of PSC. “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.
The pilot year of GreenMark is an exciting milestone in helping retailers and consumers navigate sustainability with confidence—cutting through misleading claims and highlighting brands that are truly making a difference.”
PSC developed a rigorous 6-point legitimacy test to filter through the certification noise, selecting over 70 globally recognized certifications that move the needle on environmental and social responsibility.
Chosen Certifications must have demonstrated:
Advertisement
- 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
- Globally trusted by sustainability-focused companies
- Endorsement from major agencies like USDA, WWF, or the EU
How GreenMark Works:
To earn the GreenMark designation, a brand must hold at least one of the verified certifications. Exhibitors will be asked for documentation to prove that their company actively holds the certification. Zoomark and The Pet Sustainability Coalition will audit certifications for validity. If any exhibitor believes that a certification has been missed, they can submit it for acceptance by The Pet Sustainability Coalition.
GreenMark designation isn’t just a label—it’s a stamp of credibility in a marketplace where consumers and retailers demand proof, not just empty claims. Look for the GreenMark badge at Zoomark and discover the brands that are leading the way in authentic sustainability.
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.
