Zoomark and PSC to launch pilot GreenMark designation for exhibitors

Zoomark has partnered with The Pet Sustainability Coalition (PSC), a global pet industry non-profit dedicated to advancing sustainable business, to launch a pilot GreenMark Designation for exhibitors at the 2025 Zoomark trade show.

The new designation has been created to identify exhibitors that have achieved 3rd party verification for their sustainability efforts.

The pilot year of GreenMark aims to help retailers and consumers navigate sustainability with confidence—cutting through misleading claims and highlighting brands that are truly making a difference.

PSC developed a rigorous 6-point legitimacy test to filter through the certification noise, selecting over 70 globally recognised certifications that move the needle on environmental and social responsibility.

Chosen certifications must have demonstrated:

• Direct measurable environmental or social impact
• Governance by a credible organisation (NGO, government, or industry leader)
• Public disclosure of certification standards
• Independent third-party verification requirements
• Globally trusted by sustainability-focused companies
• Endorsement from major agencies like USDA, WWF, or the EU

To earn the GreenMark designation, a brand must hold at least one of the verified certifications.

Exhibitors will be asked for documentation to prove that their company actively holds the certification. Zoomark and The Pet Sustainability Coalition will audit certifications for validity. If any exhibitor believes that a certification has been missed, they can submit it for acceptance by The Pet Sustainability Coalition.

Luisa Bersanetti, exhibition manager of Zoomark, said: “At Zoomark, we recognise the growing demand for transparency and accountability in sustainability, both from consumers and within the pet industry itself. That’s why we are thrilled to partner with The Pet Sustainability Coalition to launch the GreenMark designation.

“PSC’s expertise and leadership in sustainability make them the ideal partner to help us set a new standard for credible, third-party-verified sustainability claims at our tradeshow. GreenMark is not just a symbol—it’s a commitment to integrity, helping retailers and consumers identify brands that are truly making a positive impact. We believe this initiative

will drive meaningful change in our industry and inspire companies to take their sustainability efforts to the next level.”

Jim Lamancusa, the CEO of PSC, added: “We are honoured to partner with Zoomark to launch the GreenMark designation, a critical step in bringing greater transparency and accountability to sustainability claims in the pet industry. 

“With greenwashing on the rise and consumer skepticism at an all-time high, it’s more important than ever for brands to back up their commitments with third-party verification. As new anti-greenwashing regulations emerge in the EU and U.S., companies must be both careful with their claims and proud of their genuine efforts.”