Finalist, Vision Category
Mars Petcare, the world’s leading pet care company, is taking a leadership role in sourcing fish in ways that do not threaten stocks. In 2013, Mars Petcare launched Sheba® Brand in the U.S., a cat food made with responsibly sourced fish following the sourcing recommendations set forth by Monterey Bay Aquarium Seafood Watch® program. In fact, SHEBA® Brand remains the only mainstream cat food brand in the US to offer responsibly-sourced fish entrees.
This is an important first step for Mars Petcare in reaching its global sustainability milestones by 2020, that include using only fish from 100 percent sustainable wild catch and aquaculture sources, replacing all wild catch whole fish and fish fillets with sustainable fish by-products and aquaculture, and developing and using sustainable alternatives to marine fish ingredients. The SHEBA® Brand continues to build consumer awareness through co-branded promotions with Monterey Bay Aquarium both digitally and on-shelf. In addition, Mars Petcare seeks only to work with suppliers that can consistently comply with the Supplier Code of Conduct that align with its Five Principles. The team increasingly evaluates and works with suppliers to assess and improve how well they manage risks and comply with the code.
- Website: http://www.sheba.com/Home
- Twitter: @ShebaBrand
- Facebook: https://www.facebook.com/ShebaBrand