Mars Pet Nutrition announces 100% of fish used in its pet food products is now sustainably sourced


Mars Pet Nutrition Europe announces that 100% of the fish used in its pet food products is now sustainably sourced, per Mars’ sustainable fish sourcing guidelines.

Latest news from Mars Petcare.

Mars Pet Nutrition, a division of Mars Petcare, announces that it has achieved its target to sustainably source 100% of the fish used in its pet products in Europe, aligned to Mars’ sourcing guidelines. Brands that feature fish as part of their ingredients in Europe are SHEBA®, WHISKAS®, PEDIGREE®, CESAR®, PERFECT FIT®, DREAMIES®, CRAVE™, JAMES WELLBELOVED™, CHAPPIE®, and KITEKAT®.

Deri Watkins, Regional President at Mars Pet Nutrition Europe, said: “At Mars Petcare, everything we do is focused on our Purpose: A Better World for Pets – and a better world is a more sustainable world, for pets, people and the planet. Mars Pet Nutrition uses fish in its portfolio of pet food products as it enables pets to enjoy nutritionally balanced, healthy, and high-quality pet food. While our business accounts for a small share of the global seafood market, we continue to play our part in supporting a healthy future for ocean ecosystems and the seafood sector helping all to grow and thrive in a responsible way.”

Mert Kacmaz, Commercial Vice President at Mars Pet Nutrition Europe, said: “Reaching our 100% sustainably sourced fish target in Europe is a great testament to what can be achieved in close collaboration with our suppliers, through years of rigorous work and a bold commitment to drive sustainability at scale. At Mars Petcare, we employ a holistic approach to responsible sourcing while focusing on driving greater supply chain accountability, verification, and transparency. We work with our suppliers to ensure we source high quality raw materials, in a way that complies with our Supplier Code of Conduct and aligns with our sustainability expectations. As we continue to take action to improve our environmental footprint across our supply chains, we’re focused on doing business that not only meets the nutritional needs of the pets we serve, but also builds a better, more sustainable world for all.”  

Mars Petcare expects its fish suppliers to follow the Mars Supplier Code of Conduct, which articulates Mars’ social, environmental, and ethical expectations of its suppliers, contains globally aligned standards, and is rooted in international law. The company accepts as ‘sustainably sourced fish’ supply that is certified or endorsed by credible third parties and aims to source from fisheries that are managed to maintain the diversity of the fish ecosystem. 

Carried out with technical support from World Wildlife Fund (WWF) and fisheries experts, Mars Petcare continually revises its fish sourcing guidelines aligned to international standards and consistently drives for positive environmental and human rights practices in its fish supply chains.  Mars’ fish sustainable sourcing programme includes ensuring that the company does not source any endangered fish species, according to the International Union for Conservation of Nature (IUCN) Red List of Threatened Species

Beyond improving its own supply chain, Mars Petcare has been working closely with WWF to fund the financing of fisheries improvement globally. Fishery Improvement Projects (FIPs) bring together multiple stakeholders in the supply chain to address environmental challenges. FIPs work to make fisheries more sustainable by implementing action plans to improve fishing practices and management. 

Michael Griff, Director for Ocean Markets at World Wildlife Fund, said: “Mars has been instrumental in the seafood sustainability movement as one of the first WWF partners to commit to more sustainable pet food supply chain. We are thrilled to see the progress Mars Petcare has achieved in its journey to ensure better sourcing practices across its global operations. We will continue to work together to reduce pressure on our oceans and preserve its resources for resilient ecosystems and prosperous coastal communities.”

In 2022, Mars partnered with WWF to address the overexploitation of the world’s fisheries and work to tackle the challenges associated with traditional funding for fisheries improvement. Through this innovative blue finance initiative, Mars is supporting WWF in ideating new models to provide a consistent source of funds for large-scale, long-term financing for global fisheries reform.

Sustainable fish sourcing is part of Mars, Incorporated’s mission to help create a healthy planet where all can thrive – a belief that’s at the heart of its $1 billion Sustainable in a Generation Plan. The company continuously works with certifying organisations and industry experts around the world, to review, innovate, and scale its approach to more sustainable fish sourcing. 

For further information on Mars’ approach to sustainable fishing, visit