Mission & Vision

The APLB was founded by Dr. Wallace Sife (b. August 12, 1932, d. April 8, 2020), the pioneer in pet loss and grief recovery.


APLB’s mission is to promote and expand the field of pet loss and grief support by providing pet family support services and resources that honor the human/animal bond. We also provide comprehensive training for professionals in the veterinary, mental health and pet industry fields with relevant, up-to-date and proven educational tools to advance their knowledge in offering front-line support to grieving families.


ALPB’s vision is to foster a society in which on-going empathetic pet loss and grief support services are widely accepted and available to pet families. We aspire to continue to discover, develop and deliver pet loss coping strategies as well as new and innovative support services. Our commitment is to communicate and inform pet industry professionals of the importance and need for pet families to have the necessary access to support resources.


Our values are:

Compassion – is constant in our efforts to provide an atmosphere of understanding of a pet parent’s pain in grief and we have a desire to mitigate that pain through coping strategies and support resources.

Integrity – is dedicated to pursuing honest, transparent and ethical initiatives that will enhance our member benefits to our loyal members.

Empowerment – strives to empower our members with education, networking and opportunities to engage in providing support to others.

Excellence – endeavors to cultivate and train our team(s). Goal setting and achieving those benchmarks are vital to our success.

Community – is committed to collaborating and partnering with other organizations, associations and for-profit businesses to foster synergy and best practices for pet parents and pet industry professionals.

Fiscal responsibility – is unwavering in our commitment to set standards of fiscal procedures and internal controls that demonstrate our responsibility to the fees collected and donations received.

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