The Pet Market Needs To Focus On Sustainability; Grove Collaborative Delivers With New Brand Good Fur

If you're lucky enough to own a pet, then you know how much joy they bring. And while, yes, there are infinite happy moments to having a fur or fish baby, there are also overwhelmingly messy moments to balance it all out. 

Because pets can notoriously be as dirty as they are cute and cuddly,  Grove Collaborative, a certified B-corp and leader in sustainable CPG innovation, has created a line of eco-friendly pet grooming products. 

The pet category is chockful of wasteful packaging, and Grove wanted to step in by changing the narrative with its new brand Good Fur. Instead of plastic containers, the company utilizes bottles made from infinitely recyclable aluminum. 

And why? According to the brand, "food and treat packaging alone create 300 million pounds of plastic each year in the U.S. Couple that with toys, grooming products, and everything they're packaged in, and we've got a plastic waste issue that's well worth barking about."

The line includes a range of six products, including Soothing Shampoo, Soothing Conditioner, Flea & Tick Shampoo, Flea & Tick Spray, Tear-Free Puppy Shampoo, and a Silicone Brush. 

Each of the labels on the bottles features illustrations of one of the creator's dogs, proving the heart and soul of the design. And while Good Fur's products have sustainability in mind, it's refreshing to see the packaging system go in a direction that's not crowded with selling the idea of sustainability. Instead, the focus is on a solid product, and the result is reliability in more ways than one. 

And, now that I'm thinking about it, my dog could use a good reliable bath.