BOULDER, COLO. — The Pet Sustainability (PSC) announced Instinct Pet Food as the latest brand to upgrade its membership to Icon level — one of the highest tiers of membership. According to PSC, Icon members have taken a powerful step to enhance the sustainability of our world. 

Instinct received accreditation from the PSC in August 2024.

“Instinct is committed to delivering exceptional nutrition in a way that honors our responsibility to pets, people and the planet,” said Manel Valls, chief strategy officer of Instinct. “This is why we are accelerating our sustainability journey. We have, for example, transitioned to 100% renewable energy in our Lincoln, Neb., kitchens in January 2025, reducing our carbon emissions significantly. Strengthening our partnership with PSC is critical for us to continue advancing towards more sustainable ingredient sourcing, recyclable packaging and processing practices. We are very excited to ramp up our collaboration with PSC and build on this momentum together.”

Icon members are leaders whose investment in PSC helps advance their company’s environmental and social performance while also being important contributors to PSC’s work on major systemic issues facing the pet industry, according to PSC. This increased level of engagement with PSC will contribute to Instinct’s overall sustainability goal of becoming net zero by 2050. 

“Instinct’s upgrade shows their commitment to sustainability and being a leader in the pet industry,” said Allison Burdick, sustainability analyst at PSC. “As an Accredited member and PSC Packaging Pledge Signatory, Instinct is advancing their sustainability goals while focusing on transparency and continuous improvement.” 

Read more about sustainability efforts across the pet food and treat industry.