Recorded live at Pet Food Forum 2026 as part of the Real Science Exchange podcast Student Showcase, this episode explores how veterinarians and consumers define sustainability in pet food and what those perceptions mean for product recommendations, purchasing decisions, and marketing strategies.
Host Scott Sorrell, Director of Global Marketing at Balchem, is joined by Delaney New (Kansas State University), Kanyon Alexander (Kansas State University), and Dr. Lonnie Hobbs Jr. (Kansas State University). Together, they discuss student-led research examining sustainability from both veterinarian and consumer perspectives and the implications for the pet food industry.
The episode begins with introductions to the Student Showcase program and the importance of supporting future researchers. Dr. Hobbs highlights Delaney and Kanyon's work examining how different stakeholders evaluate sustainability within pet food. (00:00 – 06:25)
Attention first turns to Delaney's research on veterinarians and sustainability. Her study found that 68% of surveyed veterinarians viewed sustainability primarily through an environmental lens focused on resources and environmental stewardship. However, product recommendations were driven primarily by benefits to the pet, making sustainability a secondary consideration rather than the primary reason for recommendation. (06:26 – 11:19)
The discussion then explores how veterinarians define sustainability and how those definitions compare with consumer perceptions. Common themes included environmental resources, environmental maintenance, and long-term stewardship. The panel notes that while sustainability is viewed positively, pet health and product efficacy remain the most important factors in decision-making. (11:20 – 12:58)
Building on those findings, Dr. Hobbs explains how companies can use the research to communicate sustainability more effectively. The results suggest that sustainability claims are most impactful when paired with clear pet benefits rather than presented as standalone attributes. (12:59 – 15:57)
The conversation shifts to Kanyon's research examining consumer perceptions of sustainability. Using a nationally representative survey of U.S. pet owners, the study found that younger generations generally showed greater interest in sustainability. Across demographics, consumers placed greater importance on animal welfare-related sustainability measures than environmental topics such as emissions, soil preservation, and water conservation. (15:58 – 19:55)
A major theme of the episode is the challenge of defining sustainability. The panel discusses how sustainability can encompass environmental, animal welfare, social, and economic dimensions, each carrying different meanings. The speakers suggest that greater clarity in sustainability claims and certifications may help consumers better understand what companies are communicating. (19:56 – 22:48)
The discussion then turns to trust and credibility. Kanyon describes sustainability as a trust-based attribute that consumers cannot easily verify after purchase, making transparency, certifications, and strong brand credibility increasingly important. The panel also explores how consumers gather information through social media and digital channels, emphasizing the value of authentic communication and understanding where different audiences seek information. (22:49 – 32:45)
Looking toward the future, the speakers discuss how artificial intelligence may influence product discovery and purchasing decisions. They emphasize the importance of ensuring products and information remain visible across search platforms, social media, online marketplaces, and emerging AI-driven tools. (32:46 – 36:51)
The conversation concludes with key takeaways for pet food decision makers. Kanyon emphasizes the value of consumer research in helping companies market sustainability effectively, while Delaney reinforces that veterinarians are more likely to support sustainability-focused products when those products also provide meaningful benefits to pets. Dr. Hobbs closes by stressing that companies must understand how their audiences define sustainability before they can successfully communicate its value. (36:52 – End)
Throughout the episode, the panel reinforces a central message: sustainability can be a valuable differentiator, but its effectiveness depends on how clearly it is defined, communicated, and connected to outcomes that matter most to veterinarians, consumers, and their pets.
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