PROMOTING TRANSPARENCY ACROSS OUR PRODUCT PORTFOLIO

Our materiality study highlighted that pet lovers today are scrutinizing brands and products. They want to know what goes into our products and the more information, the better. We have recognized that whilst we already share product information, it is not always as easy as it should be for pet lovers to understand.

Our Goal

At Purina, nutritional information is something we want everyone to be able to access and understand. We believe in empowering consumers to make informed choices so are committed to providing comprehensive and transparent information and advice. Our goal is to provide consumers with easy to access, accurate and transparent information on our pet food products.

Our Initiatives

We work with pet food nutrition specialists, authorities and industry bodies to provide sustained and, where appropriate, independent information for customers so they can feel confident that they have the knowledge they need to make their own decisions. We also have a factory open door initiative allowing consumers and stakeholders to understand how we manufacture our pet food. Plus, we have made great progress via our social and online platforms and with our Consumer Engagement teams, where we provide information and advice for pet owners. During 2019/20, we received 275,460 contacts with customers.

Our Achievements To Date

2019 – based on the most frequent questions we received on our pet food we created Your Questions Matter to help answer those frequently asked questions.

http://www.purina.eu/your-questions-matter www.purina.eu/ingredients

2020 – we launched Every Ingredient Has a Purpose to allow consumers to see a more detailed breakdown of the ingredients uses and what their purpose is.