[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]Guest Blog Post
Written by Fernando Maluf, VP of International Sales, Natoo
www.natoopetfoods.com[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]Today’s pet parents are looking beyond ingredient panels and price tags, choosing to support brands that align with their values. They want brands that do good, not just sound good. Brands that succeed are those that align with values like sustainability, community, and authenticity.
As this shift gains momentum, companies like Natoo are responding in ways that deliver real impact.
Natoo has embraced this evolution not just as a marketing strategy, but as a long-term commitment to sustainability, conservation and meaningful impact. We’ve seen firsthand how this approach resonates and how it drives both customer loyalty and retail engagement.
Exploring the Shift Toward Mission-Driven Brands
According to a NielsenIQ report, 78% of U.S. consumers say a sustainable lifestyle is important to them, and 60% are willing to pay more for products that support sustainability. NielsenIQ’s Spend Z report also shows that Gen Z, one of the fastest-growing demographics among pet parents, is especially motivated by brand purpose and environmental responsibility. For brands, this is more than just a feel-good narrative; it’s smart business. But there’s a big difference between saying you care and showing it through sustained, measurable action.
Building a Brand That Reflects Consumer Values
At Natoo, our dedication to Better Pets. Better Planet.™ guides everything we do. We’ve worked hard to ensure that every part of our brand, from ingredients and packaging to partnerships, reflects both our values and those of our customers. Here’s how we’ve brought that vision to life:
Sustainability From the Ground Up
Our operations are designed with sustainability as a core pillar, not an afterthought. Below are some practices Natoo has implemented:
- 100% Renewable Energy: Our production facility is powered entirely by solar and eucalyptus biomass energy sources.
- LEED Gold-Certified Facility: This globally recognized standard ensures high performance in energy, water efficiency and indoor environmental quality.
- Innovative Ingredient Sourcing: We developed a proprietary poultry meal with high protein and low mineral content, reducing environmental impact while delivering superior nutrition.
- Carbon Footprint Measurement & Offsetting: Natoo is ClimatePartner certified, which acknowledges our efforts to measure, reduce and fully offset emissions across our production process by using green energy.
- Packaging With Purpose: All Natoo packaging is offset through our Polen Seal certification, which not only reduces environmental impact but also supports recycling initiatives in underserved Brazilian communities.
Visibility matters, because sustainability efforts kept behind closed doors rarely inspire meaningful action. That’s why we’ve taken our mission to a global stage by sponsoring the Jaguar Parade, a public art exhibition featured in New York, Brazil and at the 2024 Paris Olympics. By harnessing the power of art and storytelling, we spark conversations and raise awareness that go beyond the limits of traditional marketing.
A Deep Commitment to Conservation
In 2019, Natoo partnered with Onçafari, a conservation NGO working to reintroduce jaguars into the wild in the Argentinian Chaco region. For us, this partnership isn’t a marketing tactic—it’s a long-term commitment to biodiversity.
Together with Onçafari, we helped establish a reintroduction sanctuary and our contributions have funded critical research on jaguar behavior and migration patterns. To engage our retail partners and customers in the cause, we also launched limited-edition packaging featuring jaguar-themed designs and activated 100 stores with in-store displays to raise awareness about big cat conservation.
Tapping Into Social Good and Making a Difference Beyond the Environment
Sustainability isn’t just about carbon; it’s also about community. One initiative we have found effective is our Tennis Ball Boy Dogs program, which raises awareness for adoptable shelter dogs by training them to retrieve tennis balls at the Rio Open.
It’s a fun, uplifting reminder of the incredible potential in every shelter dog and reinforces a belief close to our hearts: that every dog deserves a loving home.
We also work with local charities in the U.S. and Brazil, including Greater Good Charities, to provide nutritious meals to shelter animals. These donations support pets in need and help reduce the strain on shelter resources, extending our impact across continents.
This kind of out-of-the-box thinking allows Natoo to stand out while staying aligned with our mission. It also creates natural moments for retailers and consumers to connect with us on a deeper level.
What Other Brands Can Try
So, what have we learned from building a purpose-driven brand?
- Lead with authenticity. True impact isn’t something you add later, it has to be part of your foundation. The most effective sustainability efforts are built into your brand’s DNA, not layered on as an afterthought.
- Make it visible. In-store displays, limited-edition packaging, and events help consumers connect emotionally and tangibly with your mission.
- Involve your partners. When partners understand and believe in your mission, they become powerful amplifiers of your impact. Equip them with the right tools, training, and storytelling support so they can authentically share your values with their audiences. For example, our 100-store activation with jaguar-themed displays succeeded because retailers believed in the mission and consumers were drawn to it.
- Stay accountable. Certifications like LEED, SQF, and the Pet Sustainability Coalition Accreditation, along with initiatives like carbon footprint calculations, build trust and transparency.
- Harness the power of joy. Joy is a powerful connector. It invites people in, sparks emotion, and makes your mission memorable. Look for opportunities to tell uplifting stories that resonate on a human level. For instance, our Tennis Ball Boy Dogs Program spotlights shelter dogs in a playful, heartwarming way. Joyful storytelling creates emotional connections that are both powerful and unforgettable. It’s one of the most authentic ways to connect with pet parents who want to feel good about the brands they support.
Looking Ahead
As more consumers expect brands to reflect their values, impact branding is no longer a niche. At Natoo, we believe sustainability and success go hand in hand. The future belongs to brands that not only make a difference but also empower consumers to feel part of that impact. That’s why we’re committed to refining our processes, growing our partnerships and continuing to make a real-world difference for pets, people and the planet.
Want to start or scale your own impact journey? Connect with the Pet Sustainability Coalition or a peer brand to explore your next step. Together, we can create a pet industry that’s as forward-thinking as the people and pets it serves.[/vc_column_text][/vc_column][/vc_row]