How to Spot Greenwashing Claims in the Food Industry

In recent years, sustainability has become a critical marketing tool for the food industry. As consumers grow more environmentally conscious, food companies have seized the opportunity to position themselves as leaders in the fight against climate change. However, not all of these environmental claims are grounded in genuine practices. Greenwashing—the act of misleading consumers with false or exaggerated sustainability claims—has emerged as a significant concern in the food sector. Understanding how to identify these tactics is essential for fostering a genuinely sustainable food system.

Sustainability in the food industry is so crucially important because it causes about 28% of all global greenhouse gas emissions. Knowing the impact, many companies have made commitments to reach net zero goals towards a certain timeline, many which are approaching. While sustainability claims can cover a broad range of topics, there are a number of different ways to showcase sustainable foods.  It is becoming more critical than ever for consumers to understand which claims actually hold value. If you don't want to decipher yourself, check out our sustainable brands directory, where we've done the research for you.

Understanding Greenwashing: What Does It Mean?

Greenwashing occurs when companies present themselves as environmentally friendly without backing up their claims with real action. This may come in the form of false claims, exaggerations, or claiming to be a green product. In the food and beverage industry, this often manifests through vague or ambiguous terms like “natural,” “green,” or “eco-friendly.” While such words may sound promising, they often lack concrete meaning or certification. Food companies frequently rely on unsubstantiated claims to lure consumers into believing their products have a lower environmental impact, masking the true environmental footprint of their products. More recently, the U.S. Federal Trade Commission, which is commonly known as the FTC, has released a new set of “green guides” to help combat this. 

Common Red Flags in Sustainability Claims

When assessing sustainability claims, there are several red flags to look out for. One of the most common tactics involves using broad terms like “environmentally friendly” without providing specifics on how the product or its packaging actually benefits the environment. These friendly claims are often sprinkled throughout marketing materials without any explanation. Additionally, the fine print may reveal caveats or exceptions, making the initial promise much less impressive.

​Another red flag for greenwashing claims is looking at claims that are unsubstantiated or have no certifications behind them. Deceptive claims often obscure the product’s actual environmental impact by focusing on a single, less relevant attribute.

The Role of Food Eco Labels and Certifications

Another red flag for greenwashing claims is looking at claims that are unsubstantiated or have no certifications behind them. Legitimate sustainability labels, such as Green Seal or USDA Organic, offer a way to verify claims made by food companies. These certifications have rigorous standards and audits to ensure products meet specific environmental criteria. 

Eco labels are complex, and there are over 200 in the food industry alone!  Some companies opt to create their own labels, which can mislead consumers into thinking they are official certifications. Pay attention for labels you recognize – this is crucial for separating credible products from those engaging in deceptive marketing practices.

False Environmental Claims in Food Packaging

Packaging is another area where greenwashing thrives. Food companies often use terms like “biodegradable” or “compostable” without offering evidence to back these claims. In many cases, these materials require specific industrial conditions to break down. This means they won’t break down in a typical home compost bin. 

Additionally, the use of plastic bottles labeled as “recyclable” often masks the fact that most plastic ends up in landfills. In fact, only about 7-9% of all plastics are recycled, which contributes to plastic pollution. While this isn't to say recycling is bad, it's just a great example of opting for reusable packaging, home compostable packaging, or no packaging over recyclable packaging.

Supply Chains and Carbon-Neutral Claims

Food supply chains are complex, spanning different sources across the globe. As such, claims of being “carbon neutral” should be met with skepticism unless the company provides transparent data on how these reductions are achieved. Covid actually helped us realize just how globalized our food systems are when store shelves were left bare because ingredients couldn't be sourced from far away. 

Food systems contribute to a significant portion of global greenhouse gas emissions, and reducing this impact requires more than offsetting carbon credits. Companies must implement regenerative agriculture practices, reduce food waste, and shift towards renewable electricity to make a real difference. Without these steps, carbon-neutral claims risk being nothing more than green marketing.

The Food Industry’s Role in the Climate Crisis

The food industry plays a significant role in the climate crisis due to its reliance on resource-intensive practices. Livestock production, for example, contributes substantially to greenhouse gas emissions through deforestation, methane release, and water pollution. Additionally, food transportation and distribution over long distances consume vast amounts of energy, further exacerbating the problem. The excessive consumption of meat and processed foods also contributes to deforestation and resource depletion. 

Addressing the food industry's environmental impact requires a shift towards more sustainable practices, such as reducing meat consumption, promoting plant-based diets, and minimizing food waste. The food industry has an opportunity to reevaluate their green initiatives to focus on more sustainable sourcing practices like upcycling, regenerative agriculture, and promoting more sustainable product packaging. 

The European Commission’s New Measures on Greenwashing

The European Commission and European Parliament have introduced new regulations to combat greenwashing in food and other industries. The Green Claims Code is one initiative aimed at holding food marketers accountable for their environmental claims. This legal framework, coupled with increased scrutiny from the UK Competition Authority, aims to protect consumers from false impressions while ensuring that companies set clear goals for emissions reductions. With the new ruling from the EU Commission, companies must now also start a new practice of carbon reporting, along side their financial reporting.

These measures are vital in shifting the food industry toward more sustainable practices, forcing companies to substantiate their sustainability claims or face penalties. Hopefully these types of measures will cascade to other countries, including the United States.

Protecting Consumer Trust: Public Authorities and Legal Actions

As greenwashing in the food industry becomes more prevalent, public authorities like the U.S. Federal Trade Commission are stepping in to combat deceptive marketing. Legal action against companies making false climate claims is on the rise, reflecting a broader effort to restore consumer trust in the food sector. A recent YouGov poll found that consumer trust in environmental claims has waned, with many feeling misled by vague or exaggerated promises. Environmental advocacy groups also play a key role in pushing for more transparency and accountability, ensuring that sustainability claims reflect genuine efforts to protect human health and the environment.

You Can Avoid Greenwashing in the Food Industry

As consumers, we have the power to make informed choices and support companies that genuinely prioritize sustainability. By being vigilant and questioning claims made by food manufacturers, we can help to hold corporations accountable and encourage a more transparent and ethical food industry. Remember, true sustainability goes beyond clever marketing and requires a commitment to reducing environmental impact throughout the entire supply chain. So, let's be discerning consumers and demand real change around greenwashing in the food industry.

​If you like this post, be sure to join our mailing list to get updates straight to your inbox! Don't forget to check out our podcast too!