Coto al «greenwashing» en el sector alimentario
The Sustainable Food Systems initiative, led by Forética and bringing together major companies in the sector, has identified greenwashing as one of the key current challenges. This problem consists of making imprecise or false environmental claims to attract consumers, a practice that generates distrust and distorts the market. The platform seeks to protect end users from this ecological whitewashing, ensuring that sustainability claims are truthful and substantiated. This concern is justified by alarming data indicating that a significant majority of environmental claims in the European Union are vague, misleading, or lack evidentiary support. In response, the European Commission has proposed new directives aimed at regulating these commercial communications and empowering consumers to verify information. The objective is to ensure transparency and prevent companies from using sustainability as an empty marketing tool without real impacts. The article is relevant to the study of greenwashing because it contextualizes European regulation within an industry that has a massive socioeconomic and environmental impact. By addressing not only deceptive advertising but also trade-offs in the value chain, the initiative underscores the need to align corporate strategies with genuine regenerative objectives, such as those proposed by the 2050 vision and the Farm to Fork strategy, demanding more rigorous governance.
Source: larazon.esPublished on 2023-07-24