Vital Pet Life shakes on partnership to recover ocean-bound plastics

LOS ANGELES — Vital Pet Life, a brand of fish oil supplements for pets, announced Feb. 27 it has partnered with rePurpose Global to recover ocean-bound plastics through its Impact Guarantee program. rePurpose Global aims to rid the environment of plastic waste while also supporting global jobs for waste workers.

Through the partnership, Vital Pet Life has committed to removing 18 grams of plastic from the environment from every bottle of product it sells.

“We have built our brand on the foundation of ESG integrity and taking measurable steps to make an impact towards a more sustainable future,” said Donie Yamamoto, chief executive officer and founder of Vital Pet Life. “With increased climate change, there is an urgency to create clear action plans. Through this partnership, we’re taking verifiable and effective action on our global plastic crisis, while educating our customers, who support our commitment to ESG practices.”

Vital Pet Life will contribute to rePurpose Global’s Project Laut Yang Tenang initiative, which targets ocean-bound plastic waste on the coasts of Indonesia in an effort to conserve the country’s native ecosystems and support biodiversity. According to the companies, the partnership will focus on low-value, flexible LDPE and HDPE plastics, which have a low market value and thus are often passed over by waste collectors.

“Environmental protection is at the core of Vital Pet Life,” said Aditya Siroya, co-founder and chief impact officer at rePurpose Global. “It is heartening to see them push the boundaries on tackling the plastic waste problem. We hope their commitment pushes more brands to take responsibility for the plastic that they are generating.”

This latest partnership with rePurpose Global is another step toward Vital Pet Life’s mission of advancing sustainability. In April 2022, the company partnered with How2Recycle and the Sustainable Packaging Coalition to advance its recyclable packaging strategy. In January 2023, Vital Pet Life demonstrated the traceability of its fish oil pet products through ORIVO certification, and months later partnered with Bioriginal Food & Science Corp. to achieve supply chain integrity and transparency.

Read more about pet food, treat and supplement brands who have partnered with rePurpose Global.

Continue reading about sustainability efforts across the pet food and treat industry.