UK Pet Food launches “Ambition 2030” - a bold sustainability roadmap for pets, people, and planet
UK Pet Food, the trade association representing pet food manufacturers, suppliers, and the wider pet food industry, has today unveiled 'Ambition 2030', a bold new sustainability roadmap. Building on the significant work already underway across the sector, this marks a major step forward in supporting members to accelerate progress across a united set of priorities.
The announcement takes place at UK Pet Food’s parliamentary reception, ‘Feeding Growth and Innovation: pet food’s role in a sustainable food system’, held at the Houses of Parliament and sponsored by Danny Chambers MP, Vice-Chair of the Dog Advisory Welfare and the Animal Welfare All Party Parliamentary Groups.
The launch brings together representatives from Parliament, government, farming, animal welfare and the wider food ecosystem, reflecting the collaboration essential to achieving shared sustainability goals.
Aligning with evolving consumer values
New data from Vypr, product intelligence specialists, highlights strong public support for sustainability in pet food: 77% of pet owners believe brands should protect nature, and 51% rank animal welfare and ethical sourcing as their top priorities.
Five priorities for sustainable growth
Ambition 2030 gives the industry a shared direction across five key areas that reflect where pet food is heading and what matters most to pet owners, industry partners, and wider society:
- Net Zero: contributing to a 50% reduction in emissions across the agri-food supply chain by 2030.
- Nature Restoration: halting and reversing nature loss to help pet owners enjoy and protect biodiversity.
- Sustainable Commodities: eliminating deforestation and land conversion from directly sourced ingredients by 2030.
- Circular Food System: optimising co-products, alternative ingredients, and efficient manufacturing to reduce environmental impact.
- Packaging: supporting a world-class packaging recycling system in the UK and reducing packaging’s environmental footprint.
To support the membership, UK Pet Food has developed a Sustainability Action Toolkit, a practical resource that helps members measure progress and share best practice.
Nicole Paley, Deputy Chief Executive of UK Pet Food, commented: “Pet food is an important part of a sustainable food system. Our industry already uses around one million tonnes of UK agricultural produce each year - much of it by-products from the human food chain. These ingredients help minimise waste and support a circular economy, while enabling us to create affordable, nutritious pet food that contributes to a more sustainable future.
“Through Ambition 2030, we aim to set a benchmark for sustainability across the sector, pooling resources and knowledge to help all our members -large and small -strengthen their strategies. Collaboration, data, and shared accountability will accelerate progress for the whole industry".
The pet food sector is an important part of the UK’s agri-food economy and has a major role to play in building a more sustainable food system. I’m proud to support UK Pet Food’s Ambition 2030, which brings industry together to take practical steps that benefit animals, people, and the environment alike. It’s vital the sector continues to lead with both responsibility and accountability.
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Notes to editors:
- Ambition 2030 and the Sustainability Action Toolkit will be available to UK Pet Food members following the launch event on 17 November.
- Data source: Vypr product intelligence and consumer insights, 2025.
- About UK Pet Food: UK Pet Food’s mission is to advance pet health and wellbeing with quality nutrition from a sustainable, progressive pet food industry. It represents pet food manufacturers and suppliers as the responsible voice of the industry, working with government, media, and stakeholders to raise standards and promote responsible, science-based pet nutrition.
