Mission Statement
We do the work behind the choice.
Aino Home exists to make responsible pet-product choices easier. People shouldn't have to navigate an overwhelming market, decode product claims, or become specialists in regulation to find something suitable for a pet they love. Our job is to do that work before a product reaches them.
This page explains what we stand for. It is written for the suppliers we work with and the people who work with us. The detailed rules are on our Selection Criteria and Responsibility page.
What we stand for
Evidence over assurance. We don't accept "it's safe" or "it's compliant" on someone's word. We look for the information and documentation behind it.
The pet comes first. Passing the rules is the foundation, not the standard. We ask whether a product genuinely suits the animal who will use it, and the person living with them.
Fewer, better choices. We are not building the biggest catalogue. We are building a trusted filter.
Honest claims. We don't make claims we cannot substantiate, and we look for mismatches between what a product says and what it is.
The right to say no
A product can be legal and still not belong at Aino Home. Every product ends up in one of three places:
- PASS: ready to be considered for Aino Home.
- HOLD: potentially suitable, but we need more information, evidence or clarification.
- REJECT: does not meet the requirements or our own standards.
Examples from our own assessments: a pet bed was rejected because it was described as easy to wash, but its cover could not be removed. A reflective harness was put on hold because its straps might slip, and we needed more evidence before standing behind it.
"We don't know yet" is a valid answer.
How decisions are made
Each product is first assessed with AI support. The founder and managing director then reviews every result for logical consistency, and a person makes the final decision. Our team of experienced pet sitters adds first-hand views from everyday life with many different pets, homes and routines, so our selection reflects real use, not only paperwork. Read more in our Artificial intelligence report.
We recheck products when we receive complaints or when regulations change.
What this means for suppliers
- Expect us to ask for documentation, not just descriptions.
- Documents you send may be processed with AI tools. We remove personal details such as names and contact details first.
- Assessment takes about 5 business days.
- A hold or reject is not final. You can resubmit with new evidence or changes.
- Contact us at info@ainohome.fi.
What this means for our team
- Bring your first-hand experience. It is part of the assessment.
- Raise concerns early. Saying "I'm not comfortable with this" is always welcome.
- When something doesn't fit, say no. That is the job.
The Aino Home name is not a reward for being available. It is something we choose to put behind a product.