Maverick Advocaten in Food&Agribusiness on vague sustainability claims in supermarkets

Judith Jansen wrote a column for Food&Agribusiness about vague sustainability claims on products in the supermarket. For example, “100% responsibly produced” coffee cups. What exactly is responsible about that? Is it the coffee itself, the packaging or perhaps the transport? Such sustainability claims gain trust, but often lack substance.

The Netherlands Authority for Consumers and Markets (ACM) has called on food companies to critically assess their sustainability claims and to only use clear, concrete and accurate claims. Misleading or insufficiently substantiated claims can lead to serious fines. However, Judith warns against greenhushing: not daring to say anything at all for fear of fines. “As long as your claim is factually correct, substantiated and concrete, you are usually legally fine.”