Forest Green Rovers (FGR) – ‘the world’s greenest football club’ – has partnered with vegan pet care brand HOWND to underscore the benefits of plant-based dog food via LED advertising on matchdays and brand partnerships throughout the season.

Founded in 2015, planet-conscious HOWND is on a mission to transform the dog food industry. With 30% of livestock heading to pet’s food bowls, it has worked to provide an alternative option for the UK’s 12 million dogs.

“I have no doubt that football and pets will be closely ranked in terms of importance to our fans – and football fans in general,” says Henry Staelens, CEO of FGR. “So, bringing a company like HOWND into our partnership mix, who focus on pet food that is both planet-friendly and healthy, was an obvious partnership for us – we look forward to seeing it evolve over the seasons.”

Mark Hirschel, HOWND’s co-founder and commercial director, adds: “Football may not be the first thing that comes to mind when you’re a vegan brand for dogs, but this is something uniquely special for us.

“To have the opportunity to partner with FGR, an incredibly ‘green’ football club from top to bottom, shows how like-minded brands can work together for the better good. I couldn’t be more impressed with FGR’s sustainability measures; a 100% vegan football club, eco-friendly stadium innovations, the list goes on.

“Our three-year partnership to be their official vegan pet food partner is an exciting achievement for HOWND and we look forward to the wealth of opportunities it will bring. Let’s just call this a ‘matchday’ made in heaven.”

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