La agricultura regenerativa crea un sello para frenar el ‘greenwashing'
La agricultura regenerativa crea un sello para frenar el ‘greenwashing'
The agri-food sector is facing a crisis of confidence due to greenwashing, where marketing presents products as more eco-friendly than they truly are. The lack of clear definitions and strict regulations allows empty or misleading environmental claims to confuse consumers, diluting the real value of sustainability and exploiting its popularity as a sales argument without delivering genuine environmental benefits. The RF+ initiative was created to combat this misinformation by establishing a verifiable standard for regenerative agriculture. Unlike generic labels, this seal guarantees the absence of synthetic chemicals and requires practices that improve soil health and capture carbon, all under the supervision of an independent external audit. This external validation is crucial for distinguishing real actions from advertising claims, offering an objective criterion for identifying genuinely regenerative practices. This certification is relevant to the debate on greenwashing because it provides a tangible solution in the face of increasing regulatory scrutiny by the European Union. By providing clear and auditable criteria, RF+ not only protects consumers from being misled by deceptive advertising but also gives legal certainty to companies committed to environmental truthfulness, demonstrating that sustainability can be measured and verified beyond declared intentions.
Source: lavanguardia.comPublished on 2026-04-09