Zoomark announced the launch of Greenmark earlier this month, a new initiative created in partnership with the Pet Sustainability Coalition (PSC), to help visitors identify companies committed to environmental and social sustainability at the upcoming 2025 trade show in Bologna.
The Greenmark pathway will guide attendees to exhibitors offering eco-conscious products and practices. It will be one of three thematic routes at the show, alongside Italian Style and Tech For Future. Zoomark 2025 is scheduled to take place from 5 to 7 May at BolognaFiere.
To qualify for Greenmark, exhibitors must hold at least one third-party verified sustainability certification. These certifications must meet strict criteria, including measurable impact, governance by credible institutions, and alignment with standards supported by organizations like the USDA, WWF, and the European Union.
PSC has created a six-point legitimacy test to evaluate certifications, aiming to filter out unsupported claims and address concerns about greenwashing. “It is essential for brands to support their claims with third-party verifications,” said PSC CEO Jim Lamancusa.
The Greenmark label will be displayed on approved exhibitors’ stands and throughout the exhibition space, allowing buyers and retailers to easily identify companies following verified sustainable practices.
Zoomark’s Exhibition Manager Luisa Bersanetti said the partnership responds to a growing demand for transparency in sustainability efforts across the pet industry.
As part of the collaboration, PSC CEO Jim Lamancusa will speak on 6 May at the show’s Factory Stage. His session, titled “Beyond the Buzzwords: Driving Real Sustainable Impact in the Pet Industry,” will focus on turning sustainability into practical business action and avoiding misleading claims.
Participation in Greenmark is voluntary and open to all certified exhibitors. The initiative aims to support companies adapting to new environmental regulations and shifting market expectations.
