Zoomark 2025 will introduce a new sustainability certification, GreenMark, developed in partnership with the Pet Sustainability Coalition (PSC). The designation will help pet industry professionals identify exhibitors with third-party-verified sustainability credentials, aiming to increase transparency and reduce greenwashing.
The launch of GreenMark coincides with growing demands for accountability in sustainability claims, especially as new anti-greenwashing regulations are enforced in the EU and US. The initiative will be featured at Zoomark, an international petfood and pet care trade show, from 5-7 May, 2025, at BolognaFiere.
Luisa Bersanetti, exhibition manager of Zoomark, highlighted the importance of sustainability in the industry. “GreenMark is not just a symbol — it’s a commitment to integrity,” she said. The initiative aims to help retailers and consumers distinguish genuinely sustainable brands from those making misleading claims.
To qualify for GreenMark, exhibitors must meet rigorous standards, including holding one of over 70 globally recognised sustainability certifications. These certifications must pass PSC’s six-point legitimacy test, which includes criteria such as measurable environmental impact, independent verification, and public disclosure of standards. Brands must provide documentation for review by Zoomark and PSC to validate their certifications.
Jim Lamancusa, CEO of PSC, emphasized the importance of third-party verification in combatting greenwashing. “The GreenMark designation will provide confidence for consumers and retailers in navigating sustainability claims,” he said.
The GreenMark badge will be visible at Zoomark 2025, helping attendees identify brands that have made verified commitments to environmental and social responsibility.