Sonia Franck is the Secretary General of European Pet Food Industry Federation (FEDIAF). Prior to joining FEDIAF, Sonia Franck was Secretary General of IML Innovative Medicines Luxembourg, where she played a pivotal role in transforming the association.
You have a rich career in the industry. What initially lead you to this field.
Well, I absolutely love pets and am deeply passionate about their welfare. Growing up in a rural environment, I was fortunate to be surrounded by a variety of animals, including rescue dogs, cats, and horses. These animals became an integral part of my life. They provided companionship and brought me a huge amount of joy. I have continued throughout my life to have a pet in my home – part of my family.
Sadly, in 2022, my rescue Spanish Galgo (Greyhound) passed away. This was a turning point and I reflected on how I could link my passion for companion animals with my career.
After spending 12 years abroad, I made the decision to return to my home country where I was most keen to engage in high level policy making for the industry that is caring for such an important part of our pets lives – the pet food industry – with a deep sense of purpose. Working in this field aligns with my values and personal mission.
With FEDIAF representing 15 national trade associations and major companies like Mars PetCare and Nestlé Purina Petcare, how does FEDIAF ensure the interests of both large and small member organisations are balanced?
FEDIAF ensures a balanced representation of the interests of both large and small member organizations, including companies, through a variety of strategies. One key strategy involves fostering inclusive decision-making processes on technical and communication topics. With our 15 national trade associations, and five companies as direct members, spanning 18 countries, we collectively represent 375 manufacturers who are encouraged to contribute their time and expertise across our eight working groups. This inclusive approach allows us to consider and integrate diverse perspectives from all members, irrespective of their size.
Furthermore, leveraging the network of our 15 national trade associations, FEDIAF provides tailored support and resources to meet the specific needs of both large and small organisations and companies. All our support is available online, ensuring accessibility to members of all sizes. We prioritise regular communication and engagement opportunities to ensure every member has a voice in shaping the organisation’s direction. By championing transparency and fostering collaboration, FEDIAF strives to align the interests and priorities of its broad membership base.
How has your diverse educational background, including your Executive MBA in Innovation and your Health Economics and Policy Certificate from the London School of Economics, influenced your approach to leadership at FEDIAF?
My diverse educational background has significantly influenced my approach to leadership at FEDIAF. The fusion of innovation and health economics plays a crucial role in shaping my leadership style within the organisation.
Given that the pet food industry is highly innovative and science-based, my educational journey has equipped me with the necessary knowledge and skills to navigate the dynamic landscape of this sector. My Executive MBA in Innovation has honed my strategic thinking and ability to drive creative solutions, while my background in health economics and policy has enhanced my understanding of the evolving regulatory frameworks that impact the industry.
By integrating these diverse educational experiences into my leadership approach at FEDIAF, I strive to foster a culture of innovation, evidence-based decision-making, and continuous improvement to effectively address the challenges and opportunities within the pet food industry.
FEDIAF covers approximately 95 percent of the petfood market in Europe. How does the organisation maintain such extensive market coverage and what strategies are used to address market challenges?
The organisation maintains extensive market coverage and addresses market challenges through a combination of internal and external strategies. Internally, leveraging the expertise of our 200 experts involved in the Working Groups, we focus on various aspects such as regulatory compliance, ingredient sourcing (including Additives and Cat 3 fat), product innovation, labelling, sustainability (PEFCR, PPWR), innovation, and new trends.
In 2024, we are transitioning our strategy from reactive to proactive, enhancing our focus on public affairs to better meet market demands and challenges.
FEDIAF views our association as a trusted partner to the EU authorities, recognising the importance of collaboration and shared goals in promoting the welfare of companion animals. We firmly believe that we all share a common dedication to acting in the best interests of our beloved pets. By fostering strong relationships with EU authorities and stakeholders, we strive to advocate for policies and standards that prioritize the health, safety, and well-being of companion animals across Europe. This commitment to partnership and collective action underscores our belief in the essential role of collaboration in advancing the welfare of our companions.
Externally, we actively engage in strategic alliances such as Pet Alliance Europe, which I have the privilege to chair, and the Food Chain Alliance for example. Through these partnerships, we collaboratively build positions and advocate for petfood that contributes to the health and wellbeing of pets. This external engagement allows us to amplify our impact, shape industry standards, and address market challenges collectively with key stakeholders.
What are some of the current initiatives and strategies FEDIAF is implementing to promote sustainability and innovation in the pet food industry?
There is significant activity in this area, and a priority is to campaign for harmonisation in the Green Claims Directive. Our Industry supports the Product Environmental Footprint (PEF) method, which is a Life Cycle Assessment (LCA) designed to quantify the environmental impacts of products.
The PEF approach helps companies to more effectively identify areas for improvement in the manufacturing process, with the overall goal of reducing environmental impact. It will also help consumers to make proper comparisons between products, shifting towards more sustainable buying patterns.
To provide some history, in 2018, our sector proudly partnered with the European Commission in a pilot project to develop Category Rules for PEF (PEFCRs). This year, we have been working again alongside the European Commission, which has provided new datasets. We are updating our PEFCR, aiming for finalization before the end of the year.
PEFCRs are also important because they take into account the unique aspects of the Pet Food Industry, such as the use of by-products, which is a key factor in our contribution to a circular economy. Additionally, Pet Food PEFCRs consider the different pet food formats with its sub categories.
In your opinion, how crucial is transparency and traceability in the petfood supply chain, and what steps can companies take to improve in these areas, in your opinion?
Feeding pet animals with safe petfood to ensure a long, healthy life is the prime objective of the European Pet Food Industry. For this reason, transparency and traceability throughout the entire manufacturing process—from the selection of feed materials and additives to the finished product—are crucial.
Like human food, petfood is highly regulated to guarantee the highest standards of hygiene, safety, and quality. FEDIAF welcomes this detailed regulatory framework, which takes into account the specificity of the industry and its products. We monitor this legislation, which is regularly reviewed and adapted according to scientific and technological developments.
To supplement this legislation, FEDIAF has developed Guidelines and Codes of Practice for the industry. FEDIAF’s ‘Guide to Good Practice for the Manufacture of Safe Pet Foods’ is essential reading for all pet food companies.
This Guide is a practical and useful tool that helps pet food manufacturers develop a robust pet food safety management system and comply with safety and hygiene legal requirements. We advise all companies to adopt the recommendations in this guide, in addition to our Nutritional Guidelines and our Code for Good Labelling Practices, which covers all communications for petfood products.
