Green up
your foodprint!

As a Greenologist® and animal feed expert, I love everything that has four legs and cohabits with humans. Pets, such as dogs, as the oldest friends of man, enjoy greater popularity and numbers, but are also criticized: like we humans do, they leave an ecological footprint (such as climate-damaging gases measured in CO2 equivalents = CO2e).

My goals are to keep this as small as possible while making the brand more attractive, maintaining the quality of the food and providing the dog with the best possible nutrition.

The ecological effects of our food can be significantly improved through well thought-out brand offers such as a conscious selection of ingredients, recyclable packaging or target group-oriented product-range policies. As a Greenologist®, I, Klaus Wagner, have been working on these topics in the pet food industry for decades offering practical solutions in sales, production and product range for a more liveable future. For example, I have already launched vegetarian dog food as Green petfood in 2013 and successfully built up the Josera brand on both national and international level.

The Greenologist® greens up your foodprint

Do you want…

  • …to make your brand so green that you green up the market with each container sold?
  • …an offline / online sales strategy that ensures your green messages reach the customer directly and safely?
  • …to know and reduce theCO2 foodprint of your product range and production?

Do you want…

  • …to know stakeholders‘ opinions on your brand and your market based on a materiality analysis?
  • …to make your production and product range climate neutral?
  • …to present all this professionally and passionately, from your employees up to your end customers?
  • …to set up and communicate your supply chain transparently?
Then don’t hesitate a moment longer and send me an email or give me a call:

Who, if not you and when, if not now?!

The ecological footprint shows how much climate-relevant gas is caused by the production or consumption of e.g. feed. Pets themselves also produce a “paw print” through digestion, for example, but most of it comes from animal feed (like meat or sweet potatoes) and husbandry.

Over 10 million dogs enrich our everyday life in Germany. With over 600kg CO2e/year *, their ecological paw prints are the second highest of all pets. The good news: they also tolerate flexitarian or even meat-free (branded) food!

In Germany, almost 15 million cats are out and about in the house or outdoors. Their paw print is smaller than that of dogs, but as pure carnivores, meat is a must for them. But even here, there are approaches to more sustainable feeding by carefully selecting the ingredients.

Over a million horses are kept in German stables. No problem, as they are pure vegetarians, aren’t they? Far from it! They lead the CO2e pet hit list with an estimated amount of over 3000kg CO2e / year, but nevertheless, you can still optimize basic and concentrated feed to become more environmentally friendly.

Why the term Greenologist® ?

Green is my colour of hope!

Wherever it is green, we as humans feel more connected to Mother Nature and as part of creation. So, for good reason, the forest is the refuge protecting us from the excessive demands of everyday life while offering peace and contemplation.

Green are the plants that produce our oxygen and store the exhaled carbon dioxide. Plants alone, through photosynthesis, enable a cycle that has brought about life as we love it. For many of us, gardening is a kind of mindfulness training and the basis of a sustainable lifestyle in one. The growth and decay of plants symbolize the eternal circular economy and are the famous perpetuum mobile that science is still looking for today.

“Green” stands for ecology, and the ancient Greek “logos” means “word” and “world reason” – thus the greenologist tries to find the key to world reason in green solutions. “In the beginning was the word”, says the Bible. So, let’s think back to the origins of world history. Ultimately, this law is also independent from human beings per se, but is the basis for humanity’s ability to survive. The way to this goal is interdisciplinary and requires the power of many small steps by people and some great ones by politics and business.

Accordingly, greenology is the art that creates knowledge and explains the “what for” of creation beyond sustainability, and that does not just get lost in the “sea of the same”. The common but backward-looking “why” is replaced by the forward-looking “what for”. My children will give the answer. They shouldn’t be “better off”, they should be able to “be” better than I “was”.

And since we should all do what we can do best – if possible – I work in the areas of feed and nutrition. In addition, I have been involved in a wide variety of projects in terms of a sustainable development cooperation in East Africa for 10 years. Among other things, our local partners have planted over 300,000 trees and saved a large forest area from deforestation.

We have successfully combined climate protection with economic development, e.g. through an increase in local milk production for enhanced self-sufficiency. Since ultimately one single greenologist doesn’t make a summer, I want to pass on my greenologist DNA.

As many ambassadors for a good cause as possible must work for a more liveable future. These are enlightened end customers, brand managers and the retail branch as an intermediary. This requires authenticity, transparency and traceability of what is done on the one hand, but of course also vision and mission on the other hand – the vision as the ideal of the goal, the mission as a mandate and orientation on the way to reach it.

The greenologist courageously greens up brands, people and markets!


Sustainable joy with our four-legged friends!


Courageously greening up brands, people and markets!

4 steps to green up your business

Greenologists and their network

It is only together, not alone, that we can create a more liveable future, because especially today, in times of an apparent material abundance (which only exists in our industrial societies; most people are excluded from it) fact checking and the art of sovereignty of interpretation cannot be valued highly enough. Trendy products with great-sounding additives can leave a large ecological footprint, or simple statements such as climate neutrality hide different value contributions. With so much complexity and often complicated value chains, a reliable network with transparent collective intelligence is even more important: technical and professional expertise, a lot of life experience and clear communication coupled with maximum credibility!

Become part of the greenologist network and benefit from partners who have specialized in topics such as meaningful entrepreneurship (, sustainable development in the non-profit sector (, growth in digital business models ( or the specialized freelance journalist, author of countless books and master of the proper choice of words, Engelbert Kötter, from Rippberg in the beautiful Odenwald.

The network about the greenologist Klaus Wagner

Engelbert Kötter

(specialized freelance journalist)
about Klaus

Richard Häußler

(Stratum Consult)
about Klaus

Klaus Mittermeier

(Mühldorfer Pferdefutter)
about Klaus

Julia Klischies

(Petfood Expert)
about Klaus

Günther Reifer

(Terra Institute)
about Klaus

Stephan Hoose

about Klaus

Impressions – national and international

As a member of the Alliance for Development and Climate, the greenologist works out actionable strategies.

Trees are essential for the water balance in Tanzania. Therefore: afforestation!

Self-sufficiency feeds more people than industrialized agriculture.

Greenologically mobile – come rain or shine

The SDGs are the coordinate system in the sustainability jungle.

In the tree nursery in Tanzania, the timber grows for the growing population.

Insects are an important alternative protein source of the future

We need glaciers for water supply!

The insights

Greenologist News + Letter

If you want to send me a message directly or to read the latest news from the greenologist once a month, please use the contact field to write to me.

    *Mandatory fields