BOULDER, COLO. — Pet Sustainability Coalition (PSC) and Zoomark International have teamed up to launch a new designation for exhibitors attending the 2025 Zoomark trade show, which will be held May 5 to 7 in Bologna, Italy. Named GreenMark, the new designation was created to identify exhibitors that have achieved third-party verification for their sustainability efforts.
The designation was created to help retailers and consumers navigate sustainable exhibitors within the trade show easily by cutting through misleading claims and highlighting brands that are verifiably making a difference.
“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” said 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.”
PSC developed a six-point legitimacy test, selecting more than 70 globally recognized environmental and social responsibility certifications. Selected certifications have demonstrated:
- Direct measurable environmental or social impact
- Governance by a credible organization (non-governmental organization, 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 the US Department of Agriculture (USDA), World Wildlife Fund (WWF) or European Union
“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,” said Jim Lamancusa chief executive officer of PSC. “As new anti-greenwashing regulations emerge in the European Union and United States, companies must be both careful with their claims and proud of their genuine efforts.”
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