As Ireland’s leading sustainable, fish-based pet food brand, Harley & Marley champions a circular approach that keeps our oceans – and our pets – healthy!
Growing numbers of owners are seeking eco-friendly pet food. According to a recent report, 61 % of U.S. pet food buyers say they want brands to limit their environmental impact, and 45% of cat or dog owners in the UK consider sustainability as very important when purchasing pet food.
At Harley & Marley, we believe you shouldn't have to choose between nourishing your pet and caring for the planet. In this article, we explore why sustainability matters, how the circular economy applies to pet food, and what makes our fish‑based recipes both nutritious and environmentally responsible.
Understanding the Circular Economy
A circular economy keeps resources in use for as long as possible by designing out waste and recycling or upcycling materials. Traditional “take‑make‑dispose” systems extract raw materials, use them briefly and then discard them.
By contrast, a circular approach reimagines waste as a resource. In pet nutrition, this can mean turning food‑industry by‑products into high‑quality ingredients; for example, using spent grains or fish trimmings to make nutritious pet food. This not only reduces waste but also lowers the demand for new raw materials and cuts greenhouse gas emissions. Companies that adopt circular practices can reduce their carbon footprints by 30–50 %. Circularity matters to pet owners, too.
A survey found that 73 % of pet parents prefer brands using sustainable and up‑cycled ingredients, and more than half choose recyclable packaging. These numbers underline a growing desire to feed pets responsibly while minimising environmental impact.
Examples of circular practices in pet nutrition:
- Upcycling fish trimmings into high-protein dog food
- Using recyclable or compostable packaging
- Partnering with sustainable fisheries
- Energy-efficient, low-temperature cooking
At Harley & Marley, circularity is more than theory - it’s how every bag of complete dry food and treats is made
Our Partnership with Atlantis Seafoods: The Kilmore Quay Story
Harley & Marley’s circular approach begins with our sourcing. We work hand‑in‑hand with Atlantis Seafoods in Kilmore Quay, a fishing community in Wexford, Ireland.
The fish used in our food are wild‑caught, sustainably harvested and 100 % traceable. Importantly, when fish are prepared for human consumption, almost 50 % is often discarded. Rather than letting these nutrient‑rich offcuts go to waste, we give them a new purpose.
“Supplying our fish to Harley & Marley is a big positive for us. We're Origin Green Gold Members, and waste reduction is high on our agenda. Being able to utilise the offcuts from our fresh fish and turn them into high‑value pet food and treats is a win‑win all around. Good for fisheries, the circular economy - and our pets!” – John Kenny, Atlantis Seafoods.
By turning offcuts into premium pet food, we achieve a 95 % reduction in fish waste and support a circular supply chain that benefits local fishermen and the environment. This practice contributes to Ireland’s climate‑action goals and bolsters the circular economy, and also gives us access to fresh, nutrient‑rich fish that would otherwise be discarded. So when you pour a bowl of Harley & Marley, you’re helping keep Irish seas cleaner and communities thriving.
Why Fish‑Based Food Is Better for Dogs - and the Planet
Rich in Omega‑3s and High‑Quality Protein
Fish is naturally rich in omega‑3 fatty acids, which support healthy skin, a glossy coat and joint health. It’s also an easily digestible source of complete protein, making it ideal for dogs with sensitivities or allergies. Our recipes combine these fish offcuts with superfood ingredients like seaweed and parsley to create a balanced, hypoallergenic diet with no grains, fillers or artificial nasties.
Hypoallergenic and Grain‑Free
Many commercial dog foods contain common allergens like wheat, corn or soy. Our fish‑based formulations are grain‑free, making them gentle on sensitive stomachs and ideal for dogs prone to itchy skin or food intolerances. Because our protein source is a single species (fish), it’s easier to digest and less likely to trigger adverse reactions.
Lower Environmental Footprint
Traditional meat production (especially beef) is resource‑intensive and produces significant greenhouse gas emissions. Fish, particularly when responsibly sourced and upcycled, has a lower carbon footprint. By using fish trimmings that would otherwise go to landfill, we reduce waste and conserve resources, embodying the circular economy principles outlined above.
Beyond Ingredients: Packaging and Operations
Sustainability doesn’t stop with ingredients. According to a recent Amcor study, 69% of pet-food buyers say the sustainability of packaging is an important factor in their purchase decisions. We’re also exploring biodegradable materials to further reduce our environmental impact. In our operations, we prioritise energy efficiency and work with suppliers committed to reducing emissions.
How Pet Parents Can Support a Circular Economy
- Choose upcycled products: Look for pet foods and treats that repurpose by-products or use ingredients that would otherwise go to waste. Every purchase sends a signal that sustainability matters.
- Recycle responsibly: Clean and recycle your pet food packaging according to local guidelines. Support brands that use recyclable or compostable materials.
- Buy local: Purchasing from local suppliers reduces transportation emissions and supports community economies. Harley & Marley’s partnership with Kilmore Quay fishermen is one example.
- Educate & share: Spread the word about the benefits of the circular economy and encourage other pet parents to make sustainable choices.
A sustainable future for pets starts with mindful choices - by us as manufacturers and by you as pet parents. At Harley & Marley, our mission is simple: love your planet, love your pets. By transforming fish offcuts into delicious, nutrient‑rich meals, we reduce waste, support local communities and nourish your dogs with the purest natural ingredients. Together we can build a healthier planet and happier pets.
Ready to make a difference?
Explore our Circular Economy story and discover our complete dry food range, Super Bites, and Fish Oil supplements designed with your dog’s health and the planet in mind. Join us on the journey toward a circular future! If you have any questions about Harley & Marley products, please feel free to get in touch. We are here to help! In the meantime, feel free to shop our pet food online.
