LOS ANGELES — Vital Pet Life announced April 6 it has joined How2Recycle and the Sustainable Packaging Coalition as part of its commitment to recyclable packaging. According to data from Sustainable Packaging Unwrapped’s GlobalWebIndex, 64% of consumers believe recyclability is the most important part of environmentally friendly packaging.

"We're committed to reducing our environmental footprint and thinking long term to incorporate responsible business practices,” said Donie Yamamoto, founder and chief executive officer of Vital Pet Life. “By becoming a member of the Sustainable Packaging Coalition, we will continue to learn, adapt and advocate for sustainable packaging and innovation.”

The company’s first product, Vital Pet Life Plus, currently incorporates recyclable materials in the product packaging, and is now looking to “infuse environmental responsibility into every aspect of their business, from sourcing, formulating and packaging,” Vital Pet Life stated. Other sustainable Vital Pet Life products include a Wild Alaskan Salmon Oil, which is certified by the Marine Stewardship Council (MSC), as well as the company’s Mobility powder, which includes Green Lipped Mussels rated “best choice” by the Monterey Bay Seafood Watch.

"When brands are both sustainable and profitable, they often have a holistic sustainability approach and think of sustainability as driver of their business transformation, impacting not just marketing but the entire organization from sourcing to supply chain," said Thomas Husson, vice president and principal analyst at Forrester. 

The mission of the Sustainable Packaging Coalition is to bring packaging stakeholders together to drive actionable advancements for packaging systems, including sourcing, manufacturing, renewable or recyclable solutions, clean production technologies, life cycle optimization, material and energy use and improved recovery.

How2Recycle is a label standardization system with the goal of helping companies clearly communicate the recyclability of their products to consumers.

Read more about sustainability in the pet food and treat industry.