Patrik Niklasson – Doggy (PPF)

Doggy, part of the Partner in Pet Food (PPF) group, is a Swedish Pet food producer active since 1903. Doggy’s natural and nutritious products are produced in Vårgårda, Sweden. Aiming to enable the best dog and cat life, Doggy offers products with a variety in both taste and function, making it possible to find the perfect food regardless of pets’ age and needs.

In this interview with Patrik Niklasson, General Manager at Doggy, we dive into the CSR initiatives of Doggy and the PPF group, including both actions relating to sustainability and environmental aspects, as well as contributing to animal welfare and the role of CSR for brand growth.

CSR and Environmental Stewardship

For PPF and Doggy, CSR initiatives are at the core of their business. PPF’s sustainability strategy is based on four pillars: Performance, Environment, Team, and Society. Each of these pillars has its strategic focus areas corresponding to key topics. “Sustainability of our environment is our first priority, as is our contribution to the social, sport and cultural life of our local communities,” Patrik highlights.

One initiative that Patrik specifically brings up from the environmental strategy is the innovative approach to minimising waste and promoting biodiversity by utilising waste from the wood industry to drive steam production in their factories, making the whole production process more environmentally friendly by using renewable materials. Furthermore, food waste from the factories is recycled into biogas fuelling city buses and garbage trucks. This initiative is not only proof of PPF’s commitment to reducing its carbon footprint but also serves as a beacon for sustainable manufacturing practices in the industry.

Further showing its dedication to environmental stewardship, Doggy also joined an initiative to enhance biodiversity and support an increased number of pollinators. This project involves creating and nurturing habitats designed to support a variety of small animals and insects. According to Patrik, demonstrating a profound respect for nature and biodiversity is an important part of working in the animal and pet business. The benefits of PPF’s CSR initiatives extend beyond mere waste reduction, contributing to the broader environmental goal of conserving resources and minimising pollution.

“Sustainability of our environment is our first priority, as is our contribution to the social, sport and cultural life of our local communities.”

Animal Welfare and Community Involvement

PPF’s CSR efforts do not only extend to environmental solutions, but they also encompass comprehensive strategies that address various societal needs. Patrik emphasises that it’s important not only to look at the big perspective but also at what can be done on the local level. “For me, we as entrepreneurs can look at the big perspective, but one can also involve oneself in the smaller initiatives involving taking responsibility at the local level,” he says.

One standout project is the ‘Tassalyckan’ project, a sanctuary for homeless cats. Tassalyckan is not just a temporary shelter but a permanent home for cats, staffed by full-time employees who ensure the animals’ well-being. This project is not only a part of the marketing strategy but also living as we preach, Partik highlights. For dogs, it would not be possible to do the same, as dogs are more social animals and would not thrive in an environment like that.

In addition to Tassalyckan, Doggy is also donating to several pet food charities and organisations. “We have a rock-hard policy from the group that if goods have stood longer than a specific number of days it should automatically be donated to animal shelters or charities” Patrik says, illustrating Doggy’s full commitment to animal welfare while living up to its values. Furthermore, it is very important for Doggy that the ingredients in their pet food are high quality and sourced sustainably. This is not only to ensure the pets’ well-being but also to contribute to minimising food waste by using the rest products from human food production.

“We as entrepreneurs can look at the big perspective, but one can also involve oneself in the smaller initiatives involving taking responsibility at the local level.”

Fostering employee well-being and brand growth

Not only do the PPF’s CSR initiatives cover external topics. Internally, PPF has implemented several measures to enhance the employees’ welfare and inclusion. Engagement and satisfaction surveys are conducted to gauge employee morale and identify areas for improvement. Additionally, there’s a bonus system that is partly determined by employee engagement levels, indicating a sophisticated approach to motivating staff and recognising their contributions.

Furthermore, dogs are always welcome at the office and outdoor walks are encouraged, enhancing both well-being and work-life balance for employees. Doggy also takes a progressive stance on inclusion, for example by providing menstrual products at work, reflecting Doggy’s commitment to addressing practical needs and fostering an inclusive work environment. This initiative is a part of their broader effort to make all employees feel welcomed and supported, underscoring the importance of considering diverse needs within the workplace.

Patrik also brings up some challenges within the company, especially concerning new hires and integrating into new processes and cultures due to mergers and acquisitions. However, Doggy’s awareness and proactive approach to navigating these challenges, such as opening a new commercial office in Malmö to attract talent and ensure a smooth integration of new team members, aims at creating a vibrant corporate culture that respects diversity and fosters innovation. This initiative further supports the strategic approach to internal CSR.

“At PPF and Doggy, we believe employee well-being is a significant driver of growth and therefore it is prioritised.”