Our Commitment to Sustainability

At Instinct, we’re not just passionate about pets; we’re equally dedicated to the planet they (and we!) call home. From sustainable building practices to ingredient sourcing to packaging and beyond—we’re committed to minimizing our environmental paw-print while providing nutritious and delicious meals for our furry friends.

Let’s delve into our sustainability initiatives and how we’re striving to make a positive impact on both pets and the planet:

Sustainable, Marine Stewardship Council (MSC) certified fish ​

• The Marine Stewardship Council is an international non-profit on a mission to end overfishing and ensure seafood is fished sustainably.
• All of the fish used in our Lincoln, NE, facilities is MSC certified.
• We’re proud to include wild-caught Alaskan pollock in many recipes; besides being MSC certified, it has one of the lowest carbon footprints of all proteins — even plant-based proteins.*

*Association of Genuine Alaska Pollock Producers (GAPP)

Recyclable packaging by the end of 2025​

• In accordance with the Pet Sustainability Packaging Pledge, all of our packaging will transition to recyclable materials by the end of 2025.

We’re charting a path to net zero emissions ​

• We’ve recently completed a Greenhouse Gas Emissions estimation, and are committed to becoming Carbon Neutral by 2050 — with ambitious plans for 2030.
• With this info, we will start working to continuously reduce our impact, with the ultimate goal of achieving net zero emissions.