Mon Feb 09 2026 | Sustainability

Why Hoki Is the Most Sustainable Fish Oil for Pets (And Why New Zealand Leads the Way)

ABOUT AUTHOR

Fiona Robertson

Founder of Newflands, animal advocate, and the first to bring Hoki Oil to market in New Zealand.

Why Hoki Is the Most Sustainable Fish Oil for Pets (And Why New Zealand Leads the Way)

When pet owners search for a fish oil that supports their dog or cat and respects the planet, sustainability matters just as much as nutrition.

Not all fish oils are created equal.

Where the fish comes from, how it’s harvested, and how carefully the ecosystem is managed all play a role — not only for the ocean, but for future generations of pets and people.

That’s where Hoki stands apart.

What Makes a Fish Oil Truly Sustainable?

Sustainability in fish oil isn’t just a buzzword. A genuinely sustainable fish oil must meet several key criteria:

✔️ The fish population is carefully managed

✔️ Harvesting methods minimise environmental impact

✔️ Independent certification verifies responsible practices

✔️ Long-term ecosystem health is prioritised over short-term yield

Many popular fish oils struggle to meet all of these standards consistently.

Hoki does.

Hoki: A Global First in Sustainable Fishing

Hoki (also known as Blue Grenadier) holds a unique place in global fisheries.

It was the first fish species in the world to be recognised by the Marine Stewardship Council (MSC) as sustainably managed — a milestone that set the benchmark for responsible fishing worldwide.

This certification isn’t permanent or guaranteed. It requires:

Ongoing stock assessments

Strict catch limits

Transparent reporting

Independent auditing

In other words, hoki fisheries must continually prove they are protecting the ocean — not just extracting from it.

Why New Zealand Matters

New Zealand is recognised globally for its rigorous approach to marine management.

Hoki fisheries operate under:

Science-based quotas

Government oversight

Long-term sustainability planning

Strong environmental accountability

These protections help ensure that hoki stocks remain healthy while preserving the wider marine ecosystem they depend on.

For pet owners, this means choosing a fish oil sourced from waters where care, balance, and responsibility are built into the system — not added later as an afterthought.

Why Sustainability and Pet Wellness Go Hand in Hand

A healthy ocean produces healthy fish — and that matters for pets.

When fish are sourced from well-managed environments, the resulting oils tend to be:

Cleaner and more consistent

Carefully handled from harvest to bottling

Traceable back to responsible fisheries

For pet owners, this provides peace of mind: supporting daily nutrition with an ingredient that respects both animal health and environmental balance.

Why We Chose Hoki at Newflands

At Newflands, sustainability isn’t a marketing angle — it’s part of our foundation.

Our approach has always been guided by a simple belief:

Caring for pets should never come at the expense of the land or the sea.

That belief is why hoki has remained at the heart of our fish oil products. It aligns with our commitment to responsible sourcing, long-term thinking, and thoughtful care — for pets today and ecosystems tomorrow.

Making More Conscious Choices as Pet Owners

Every purchase is a small vote for the future we want.

Choosing sustainably sourced pet products helps:

Protect marine environments

Encourage responsible fishing practices

Support industries that value long-term stewardship

Reduce pressure on over-exploited species

It’s one of the simplest ways pet owners can align everyday care with wider environmental values.

Looking Ahead

Sustainability is not a destination — it’s an ongoing responsibility.

As awareness grows, so does the opportunity to choose better: for our pets, our oceans, and the generations that follow.

Hoki represents what’s possible when science, stewardship, and care come together — and why New Zealand continues to lead the way.