We've been on the path to sustainability for a while now. We have a lot to be proud of, but in some ways we're just getting started. Join us for a look at what we've accomplished and what we have planning in the years to come.

Welcome to Hurtta's 2024 journey towards a better planet. Embarking on this path back in late 2021, we laid down a sustainability strategy and roadmap in partnership with Ethica Oy, a beacon in circular business design. This blueprint guides our endeavours across dozens of projects related to material choices and chemicals, product features, manufacturing processes, logistics, strategy and business development, and customer experience targeting the circular operating model, all aimed at embracing a circular economy.

Our participation in Finland's Ministry of the Environment Circular Design Programme in 2022 was a pivotal moment, broadening our horizons towards sustainable design. This insight into circular principles has fueled our commitment to a sustainable future, recognizing our role in the shift from linear consumption to a circular, regenerative model. In early 2024, our steps led us to the Sustainable Fashion Academy, enhancing our understanding of sustainable practices and the legislative landscape shaping
the future of the circular economy. At Hurtta, we're not just creating products; we're nurturing a better world for pets and their people, dedicating extensive team efforts to refine our eco-friendly practices.

Our commitment to circular business models is unwavering, with plans for a take-back program and a vision for a 100% closed-loop system by 2030. The development and piloting of cool new products and services has begun, and more new flagship projects
will be introduced during the coming years.

Hurtta embarked on a crucial dialogue with our key suppliers in 2022 to align our mutual efforts towards sustainability and circular economy objectives. This conversation, essential to our mission, grew more focused and detailed through 2023 and saw further intensification in 2024, focusing on the Code of Conduct, transparency of Tier 2 material suppliers, and material certifications. Additionally, we have started prioritising new, more responsible material suppliers in our production. Through our collaboration with bluesign®, we ensure that Hurtta products are safe for dogs, people, and the planet.

The path to realizing our sustainability ambitions hinges on continuous, open communication, collaborative partnerships, and choosing suppliers who are not only receptive to change but also recognize the importance of investing in sustainable development.

As we advance in our sustainability journey, the demand for these transformative changes remains high, underscoring the necessity of ongoing support from our consumers. Customer feedback on product functionality, durability, and longevity helps us improve product design, spare parts availability, and care and repair instructions. Insights from real-life users are invaluable to us. Repairing, maintaining, and sharing can significantly impact the lifecycle and environmental footprint of a product.

It is paramount that we keep these initiatives at the forefront of our actions. Without the spotlight on these critical changes and the backing of our community, achieving meaningful progress in sustainability and contributing effectively to the circular economy would be challenging. Hurtta is committed to steering these conversations and collaborations towards tangible outcomes, ensuring that our collective efforts lead to a more sustainable future for all.

At Hurtta, we are well aware that nature's carrying capacity is limited and we want to be mindful of and take responsibility for the effects that our products have on the environment. We know that we are still in the early stages of our sustainability journey and there is still a lot to learn and do to reach our future goals. However, we want to challenge ourselves and the entire Hurtta family to continue this important work because only by taking active, responsible steps can we save this planet that we and our dogs love and call home.

Our parent company NPC Group has selected and is fully committed to United Nations Sustainable Development Goals (SDGs) which play a vital role in our daily work and will guide our development in the right direction in the future. Hurtta’s sustainability work is aligned with the NPC Group level goals. Hurtta is leading the Group’s sustainability work as most of Hurtta’s own goals exceed those of the Group.

As lovers of the outdoors and companions to our dogs, we're driven by a shared responsibility to safeguard this awesome dog park we call Earth. Our sustainability journey is ongoing, filled with learning, growth, and opportunities to make a meaningful difference.

Join us as we challenge ourselves and the wider Hurtta family to create a sustainable future. Together, let's protect the world we cherish for ourselves and our furry friends.

Here's to our shared journey towards a greener, more responsible future
Hurtta