Whole animal utilisation isn’t a trend — it’s recognising value

The pet food industry is starting to talk more about “whole animal utilisation” — using more of the animal to reduce waste, improve sustainability, and create more nutrient-dense products.

It’s being positioned as the future.

At Newflands, it’s something we’ve believed in for years.

When I first started working with New Zealand hoki, it wasn’t about chasing trends or following marketing language. It was about recognising the value in what was already there — a clean, well managed marine resource, rich in nutrients that support pets from the inside out.

Recent industry discussion is starting to reflect this shift.

In other words, the conversation is finally catching up.

Globally, we’re seeing a move toward:
• Better use of natural resources
• More traceable, region-specific sourcing
• Reducing waste while increasing nutritional value

That aligns closely with how we operate every day.

Our approach has always been simple:
Respect the source.
Use it well.
Create products that genuinely support pet wellbeing.

It’s encouraging to see the wider industry move in this direction — because when we make better use of what we already have, it’s better for pets, better for people, and better for the planet.

Sometimes the future isn’t new — it’s just being recognised.

If you're looking for a clean, sustainably sourced marine oil that reflects this philosophy, you can explore our New Zealand Hoki Oil here:

👉 Hoki OIl