Natural Pet Food Group (NPFG), the New Zealand company behind K9 Natural and Feline Natural, has become a Certified B Corporation.
As one of just three New Zealand pet food companies to achieve the certification, the company has joined a global movement working to benefit people and planet.
Known for its locally made, high-meat, high-protein natural nutrition inspired by what pets instinctively eat in the wild, NPFG exports its products worldwide, placing strong emphasis on farm-to-bowl traceability. This transparency of the supply chain was highlighted as a standout strength in the assessment.
NPFG CEO Brett Henshaw said becoming a B Corp recognised the company’s ‘doing good beyond the bowl’ philosophy.
“If we make food to help pets thrive, the way we run our business must support people, communities and the environment too,” said Henshaw.
“Certification affirms the progress we’ve made and raises the bar for what great looks like in pet nutrition.”
B Corps are businesses that meet verified standards of social and environmental performance, accountability and transparency, achieved through a rigorous assessment across governance, workers, community, the environment and customers.
NPFG Chairman Andy Routley said the certification reflects the company’s commitment to long-term accountability.
“As a business, we have a responsibility to operate in a way that stands up to scrutiny. B Corp provides a clear framework for measuring our impact and ensuring we keep raising our standards as we grow," said Routley.
Founded in New Zealand in 2006, NPFG exports its premium pet nutrition to markets around the world, including the United States, Canada, Japan, China, Australia, as well as other key markets across Asia. Rooted in New Zealand’s strong agricultural and seafood sectors, its whole-food ingredients are ethically sourced and traceable from farm gate to pet’s plate.
NPFG partners with premium suppliers in New Zealand and beyond, including trusted names such as Silver Fern Farms, Sanford Limited, New Zealand King Salmon, and Ovation Lamb.
All ingredients are sourced through a strict supplier approval process that verifies origin, traceability, manufacturing standards and regulatory compliance - a level of scrutiny that goes beyond typical industry practice and helped make supply-chain transparency a standout strength in the B Corp assessment.
“Before we partner with new suppliers, we get into the details. How animals are farmed, where fish come from, how it’s caught, how suppliers look after their people," added Henshaw.
"There’s real substance behind our sourcing, and this achievement reflects the strength of our long-standing partnerships with farmers and seafood suppliers across New Zealand and beyond.”
Andrew Davies, CEO of B Lab AANZ, the global organisation behind B Corp certification, welcomed NPFG to the B Corp community and noted its holistic approach to supply chain transparency.
“B Corp Certification isn’t just about the environment: it’s also about workers, customers, community and governance. NPFG has demonstrated a real commitment to all these domains.”
The certification reflects strength across the business, including environmental measures such as powering all New Zealand offices with 100 percent renewable energy, prioritising sea freight to reduce emissions, increasing recycled content and removing unnecessary plastics in packaging.
These changes have reduced plastic use across NPFG’s core product pouches by around 12 percent saving more than 2.5 tonnes of packaging material each year.
Community and people practices also contributed to the result, including more than 500 staff volunteer hours annually, strong health and safety systems, high employee engagement and new formalised diversity and inclusion policies.
Through its partnership with the New Zealand Food Network, the company donated 8,518 kilograms of pet food to 19 food hubs in the last year, supporting pets and families across New Zealand.
“We’re proud of the progress we’ve made, but what matters is what we do next,” added Routley.
“B Corp sets the standard, but it’s up to us to keep lifting it. If we can help raise expectations across pet nutrition, then that’s an impact we can be proud of.”
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