Svein A. Fosså is a biologist, author and the President of the European Pet Organization (EPO), the umbrella organisation representing the European pet sector in dialogue with EU institutions in Brussels. He has also served as Vice President of Ornamental Fish International (OFI) and Secretary General and Chairman of the Norwegian Pet Trade Association (NZB).
His work addresses the ethical, regulatory and societal dimensions of breeding, keeping and trading animals, and how changing attitudes toward animals and nature may influence the future of pet keeping. He is also Editor-in-Chief of the trade magazine PetScandinavia.
You have been engaged in pet trade organisations since 1992. What initially led you to become involved in the sector?
My involvement in the pet sector began long before I realised it might one day become a profession. I received my first aquarium before I was ten years old and it quickly developed into an almost all-consuming interest. Over time I kept a lot of aquariums and garden ponds and I also kept a variety of other animals, including invertebrates, rabbits, pigeons and dogs. It would be fair to say that I was more interested in animals and animal keeping than most children my age – although my parents naturally kept a watchful eye on my activities.
That curiosity eventually led me to study zoology with a specialisation in ichthyology. From there, the step into the professional aquarium and pet trade in the mid-1980s was quite natural. I then spent six years working in both the retail and wholesale segments of the pet trade before deciding in 1992 to pursue a career as an independent consultant and author. What became clear very quickly was that the pet sector is far more complex than many people outside the industry realise. It sits at the intersection of commerce, science, nature management, animal welfare and the relationship between humans and animals.
Those working in the sector are therefore not only selling products; we are also dealing with knowledge, responsibility and trust. This broader perspective eventually led me into work with trade organisations, where I realised how important it is for the sector itself to explain how responsible animal ownership and responsible trade function in practice.
This has remained a central motivation for my engagement in organisations such as the Norwegian Pet Trade Association, Ornamental Fish International and the European Pet Organization, where I have had the privilege of serving as President since 2008.
Looking back, how has the European pet industry evolved during your time in leadership roles, particularly in terms of regulation, market structure and consumer expectations?
One of the most visible developments has been the expansion and growing complexity of regulatory frameworks. Issues such as invasive alien species, animal health, traceability and animal welfare are now addressed through extensive European and international legislation, reflecting both the scale of the sector and the expectations placed upon it by society.
Consumer expectations have also evolved. Pet owners today often have access to far more information than in the past, although the quality of that information varies widely, particularly online. This creates both opportunities and challenges.
There is, however, one development that I regard as deeply problematic. Increasingly, parts of the pet industry appear to distance themselves from the actual sale and distribution of live animals, even though this has historically been the very foundation of the sector.
Selling animals is labour-intensive, requires knowledge and responsibility, and is considerably less profitable than selling feed and accessories. This has encouraged too many companies to leave that part of the value chain to breeders, informal networks or online platforms.
In my view, that represents a serious abdication of responsibility. This reminds me of the well-known motto of the American pet industry entrepreneur Allan Levey (1927–2022), who founded and led several influential companies in the American pet sector and was a long-time figure in its trade organisations:
“Nothing happens in the pet industry until a live animal is sold.”
The entire pet industry value chain exists because someone first brings a living animal into a home. Some of the most successful companies in today’s pet industry have lost sight of the fact that the entire sector ultimately depends on the responsible sale of living animals.
Interzoo serves as a key meeting point for the global pet sector. From EPO’s perspective, how important is the exhibition in shaping dialogue, cooperation and policy discussions across Europe?
From EPO’s perspective, Interzoo provides a unique arena where manufacturers, distributors, retailers, industry organisations and policymakers meet in one place. No other event gathers such a broad spectrum of stakeholders from across the international pet sector.
This makes the event particularly valuable as a platform for dialogue. Many important discussions about regulation, sustainability, animal welfare and market developments take place both in formal meetings and in the many informal conversations that occur during the event.
For those involved in industry representation, Interzoo also offers a rare opportunity to meet colleagues and partners from across the world within just a few days – conversations that might otherwise require months of travel and planning.
Interzoo therefore functions not only as a commercial exhibition, but also as a policy forum for the sector.
Looking ahead, what do you believe will define the next phase of growth and development for the European and global pet industry?
Three factors will be particularly important in the years ahead.
The first is the continued recognition of the bond between humans and animals. Pets are increasingly seen as integral members of households and families, which drives demand for high-quality products, services and knowledge related to animal care. At the same time, this development must be approached carefully. If we lose sight of the biology and natural needs of animals, we also lose the foundation for responsible pet ownership.
The second factor is the development of regulation and societal expectations. Issues such as animal welfare, sustainability, biodiversity and biosecurity will remain high on the political agenda. A responsible pet industry has nothing to fear from regulation – provided that regulation is knowledge-based, practical and grounded in reality.
Trade organisations play an essential role here. Organisations such as EPO and many national associations work to ensure that policymakers understand both the responsibilities and the realities of the sector. But that work requires active support from the industry itself.
The third factor is innovation and knowledge. Advances in nutrition, veterinary medicine, technology and husbandry are already changing how animals are cared for. As scientific understanding increases, this knowledge will influence both industry practices and public policy. The industry must therefore invest actively in both knowledge development and communication. We are the ones who understand animals and animal care – but that advantage disappears if we fail to share that knowledge with consumers and policymakers.
The future of the pet industry will depend on whether we are willing to combine innovation with responsibility – and never forget that living animals remain at the heart of everything we do.
