We mean three things and we will say what each one measures.
One: recyclable mailer, no plastic insert, kerbside-collectable in every UK local authority we ship to. We checked.
Two: named UK farms within 200 miles of the bakery for the protein, and within 300 miles for everything else. Reduces freight CO₂e by a measurable chunk versus the import-heavy supply chains most dog food uses.
Three: an independently verified Q1 2026 figure of −42% CO₂e per bag versus a comparable supermarket kibble. The full methodology is on the bag QR. We will recalculate every quarter and publish the result regardless of which direction it moves.