Waste Mission Achieves 100 % Diversion of Food Waste from Landfill for Inspired Pet Nutrition
Inspired Pet Nutrition ( IPN ), a leading pet food company ( HQ Thirsk , UK ), has made a significant breakthrough in its sustainability efforts by achieving 100 % diversion of food waste from landfills , thanks to its partnership with sustainable waste management company Waste Mission . This milestone marks a critical step in IPN ’ s ongoing commitment to environmental responsibility and innovation in waste management .
IPN , known for its popular brands Wagg , Harringtons , Barking Heads , and Meowing Heads , has been a family-run business since 1923 . With a vision “ to become the nation ’ s most sustainable , most loved home of pet nutrition brands ,” IPN became the first major UK pet food manufacturing business to go carbon-negative in 2020 .
The Quest for a Sustainable Partner Faced with the usual waste management challenges of any food producing company , IPN sought a waste management partner who shared its passion for sustainability and innovation . Waste Mission clearly emerged as the ideal choice , offering not only to divert waste from landfills but also to provide sustainable solutions that minimise environmental impact , conserve natural resources , and even monetise waste streams .
The collaboration between IPN and Waste Mission addresses the growing consumer demand for ethical and sustainable products .
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A Deloitte survey revealed that 30 % of consumers stopped buying products due to ethical or sustainability-related concerns , while 50 % saw the importance of circularity in the product lifecycle .
Understanding Circularity Circularity refers to a business model in which waste is eliminated , and resources are continuously reused . This approach transforms waste into valuable resources , contributing to environmental sustainability and economic efficiency .
Tackling Complex Waste Management Challenges IPN faced various waste management hurdles , including : 1 . Meat and fish juice on packaging : These materials were hard to handle . 2 . Raw Meat Waste : Inefficient and environmentally unfriendly disposal methods require a modern solution . 3 . General Waste Management : Disruptions caused by waste accumulation necessitate an intuitive waste management approach . “ These challenges are not unique to IPN , but we wanted to be show leadership in how we addressed them ,” said James Lawson , Director . “ Sustainability and waste reduction are crucial for our people , pets and planet approach to ESG . Partnering with Waste Mission reflects our dedication to creating happiness for our pets , their owners and the supply chain .”
Waste Mission ’ s Comprehensive Solution Waste Mission implemented a tailored waste management solution for IPN , including : 1 . Recycling meat and fish juice – impacted packaging : Specialised processes were introduced to recycle these materials , diverting them from landfills . 2 . Recycling Raw Meat Waste : Innovative recycling methods ensured 100 % recycling of raw meat waste . 3 . 24-Hour Service Level Agreement ( SLA ): A 24-hour SLA was established to ensure efficient waste collection and management , prevent operational disruptions , and simplify daily communications .
Remarkable Results The collaboration yielded outstanding results : 1 . 100 % Landfill Diversion : All waste , including complex materials , is now diverted from landfills . 2 . 100 % Recycling Rate : All waste collected from IPN is recycled , aligning with their sustainability goals . 3 . Uninterrupted Operations : The 24-hour SLA has ensured zero disruptions in IPN ’ s operations due to waste management issues .
A Commitment to Sustainability and Future Goals IPN continues to prioritise sustainability with Waste Mission ’ s support , substantially reducing its environmental footprint . “ We urge other pet food manufacturers to join us in prioritising sustainability and waste reduction ,” said James . “ High-quality pet food can be produced while adopting ecofriendly practices and meeting the growing needs of conscious consumers .”
By achieving a 100 % recycling rate , IPN has set a benchmark in sustainable waste management . Waste Mission remains committed to continuous improvement and innovation , ensuring IPN ’ s longterm success in sustainability .
If you ’ d like to find out more , book a waste review today , or visit the team at Southern Manufacturing or FoodEx 2025 .