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Ethical brand ratings and accreditation since 2001

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How ethical is HOWND?

HOWND, an eco-friendly dog food and grooming brand owned by Power Pet Brands, is one of The Good Shopping Guide’s top-rated ethical brands and is featured on our list of the Top 200 Ethical Businesses.

The brand receives an excellent Good Shopping Guide ethical score in our Ethical Cat & Dog Food Ratings Table and successfully passes our ethical benchmark.

We encourage other companies in the Cat & Dog Food sector to follow HOWND’s example and adopt more ethical policies and practices.

In which areas does HOWND perform well? 

HOWND performs well across a range of ethical criteria. For instance, Hownd receives a top rating for our Environmental Report category, due to the brand’s positive environmental commitments. 

HOWND was also awarded a top rating for Animal Welfare, as all its pet food and grooming products are free from animal testing and certified by Cruelty-Free International.

Additionally, due to its exemplary ethical practices, HOWND receives a top rating in the Ethical Innovator criterion, which is only awarded to brands with the highest ethical standards.

What makes HOWND so sustainable?

HOWND has a wide range of sustainable initiatives that further the brand’s ethical status. As well as being certified by Cruelty-Free International, HOWND is also certified by Naturewatch Foundation, which further confirms its status as a cruelty-free brand.

As well as its pet food range, HOWND also sells ethical dog grooming products. Many of these products are suitable for vegans, as they have been certified by The Vegan Society. The brand also sells a unique product known as the HERO dog bowl, which contains BioCote® smart technology which helps to prevent the growth of bacteria.

For more information on Vegan diets for dogs, please see our article. The Good Shopping Guide does not offer veterinary advice to pet owners, please contact your pet’s vet before making any dietary changes.  

Through its products and policies, Hownd clearly demonstrates its commitment to ethics and sustainability, particularly in terms of animal welfare.

How did HOWND attain Ethical Accreditation?

HOWND has attained Ethical Accreditation from The Good Shopping Guide. This involved an application process and a full review of the brand’s ethical policies and practices. HOWND is subject to an annual review to ensure the company maintains high ethical standards.

As a result, HOWND is permitted to use our Good Shopping Guide Ethical logo, which certifies the brand’s ethical status and allows consumers to recognise HOWND as an ethical brand.

Ethical performance in category


GSG score


GSG category benchmark


Awarded Ethical Accreditation

Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Ethical Innovator


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating