1 Why did you sign up for the Interzoo Sustainability Conference and what are you most looking forward to?
I work in the pet food industry, and I’m used to seeing sustainability approached in two ways:
– either it’s discussed strictly from a human food perspective and then loosely adapted to pet food,
– or it’s treated as a side topic rather than a core strategic issue.
That’s why what I’m most looking forward to at the Interzoo Sustainability Conference is the fact that sustainability at pet industry is finally the main focus. I’m especially interested in hearing how the current and upcoming regulatory framework will shape sustainability work across the pet industry.
2 What sustainability measures has Vafo already implemented and what motivates Vafo’s commitment to sustainability?
We have implemented measures across our operations, including reducing energy use and waste in our facilities, and developing more sustainable packaging solutions. We have also been conducting carbon footprint calculations since 2022 and have expanded their scope year by year. In recent years, we have begun preparing for the EU’s sustainability reporting requirements by completing a double materiality assessment and initiating the development of our data collection routines.
We also work actively on product development and are not afraid to test consumers’ readiness to accept new and more sustainable ingredients. In addition, projects that support social responsibility are a natural part of VAFO’s identity. Ultimately, our motivation is simple: the wellbeing of pets, people, and the environment are deeply interconnected.
3 What trends do you think impact sustainability in the pet industry in general?
Consumers increasingly expect companies to act responsibly, yet this expectation does not always translate directly into purchasing behaviour. To me, this highlights the need to focus sustainability efforts at the company level, rather than isolating them within individual brands. Both consumers and tightening regulations are demanding far greater transparency across the entire value chain. This growing need for closer collaboration within the value chain is evident in areas such as calculating Scope 3 emissions, but also in advancing biodiversity work. Personally, I’m very interested to see what kind of role biodiversity topics will take on in the pet industry in the coming years.
4 Do you own a pet?
I’ve always lived with pets, and I honestly can’t imagine my life without them. Currently I have a smooth collie, two rescue Cornish Rex cats, and an Icelandic horse. And yes — I definitely consider my horse more of a pet than a hobby animal, even if I don’t share my couch with him. My mother likes to joke that my horse himself probably isn’t sure whether he’s a dog or a horse.
5 As a pet owner, which products at Interzoo interest you the most? What would you like to see?
Sustainable cat litter innovations always catch my interest. Finding a litter that clumps well, controls odour, is truly responsible, and is still accepted by the cat is not as straightforward as it sounds. More broadly, I’m interested in products that combine high nutritional value with a clear and credible sustainability mindset. I’m also curious to see how companies are adapting their claims in response to increasingly strict regulations.
Dear Mrs Haapasalo we thank you for the interview and look forward to your participation at the Interzoo Sustainability Conference on 11 May 2026.
Would you like to attend the Interzoo Sustainability Conference? Then secure your conference ticket now. Only registered attendees with a conference ticket will be granted access to the event on 11 May.
In addition to access to the conference, this ticket also includes entry to Interzoo on the following days, as well as a ticket for public transport in Nuremberg during the entire fair.
