Variegated communication, incorrect impressions – thus identifying foods misleading environmental claims

On a food shelf The consumer is often cooked with products advertised in green, environmentally friendly or carbon neutral. However, it is often difficult to evaluate the reliability of food environmental claims, as they can be unclear, misleading or even unjustified at present.

They are also varied, so it is not easy for the consumer to know the genuine effects of the products on the environment.

Natural Resources Center (Luke) published byThe purpose of the consumer -to -consumer -to -consultation reading section is to illuminate the background to the environmental endurance of food in a popular form.

That is, exactly what the store should pay attention to.

Lukeen senior researcher Juha-Matti Katajajuuri According to the basic principles of reliable environmental claims, they are based on the life -cycle of the product and are clear and understandable.

« They should provide essential environmental impact information and product environmental performance at the moment, » he continues.

Many companies highlight their future environmental goals, which, according to Katajajuuri, is also a good thing, as emission reductions need to be sought.

However, consumers may be confused, for example, by the declared goals of carbon neutrality, which will be sought after, for example, in ten years. When highlighting the goals, the current environmental impact of the product may be obscured.

One of the hallmarks of a reliable statement is that it can be found in comprehensive information, for example on the company’s website. Such information would include, for example, a transparent report on the environmental impact of the product production chain and its calculation.

Lukeen On a website published on Monday in writing Typical food environmental claims and tips for evaluating them are presented.

For example, green nature illustrations or unequal statements about environmental or climate-friendliness may give the product environmental impact an incorrect impression if no more accurate life-cycle assessment has been made for the product.

The EU Green Transition Consumer Protection Directive is prohibiting both visual elements referring to nature and greenery and universal and unobtrusive environmental marketing terms.

According to Luke, products that are advertised by emission compensation should also be critical, as they can provide a picture of a completely free -free production chain. Claims of the neutral, decreased or positive environmental impact of the product due to emission compensation will also be prohibited by the Green Transition in the EU Directive, which will enter into force next year.

According to Luke, it would be more important to focus on reducing emissions in your production chain and, for example, from time to time, to focus on your own emission reductions alongside the environmental impact of the product.

Food Advertising by using wind power or less plastic in its packaging may be misleading, as they usually form only a small part of the product’s environmental footprint. Most of the environmental impact of food is created in primary production.

On the other hand, in Finland, the carbon footprint markings do not have a uniform marking system in Finland, so it is often not possible to compare products with different system labels.

In corporate marketing, their own products may also be claimed, for example, more environmentally friendly than competing companies. According to Luke, such claims should be critical if the background has not been stated on what they are based on. Reference claims should be based on a consistent calculation method and similar source data.