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Is Your Food Business Ready for the EU Green Claims Directive?

Navigating New Sustainability Standards

As the EU Green Claims Directive approaches, it's crucial for food industry businesses to understand its implications. This regulation promises to redefine the authenticity of environmental claims, demanding transparency and evidence-based marketing. How can your business prepare for these changes to stay ahead?

What is the Green Claims Directive?

green claims directive EU law greenwashing ban

The directive mandates that all environmental claims must be clear, substantiated, and based on a standard methodology to prevent greenwashing. It's a move to unify sustainability claims across the board, making them more reliable for consumers and fairer for businesses.

How Can You Make Valid Sustainability Claims?

To ensure your sustainability claims are valid under the new directive, you must base them on quantifiable and verifiable data. This is where Life Cycle Assessments (LCAs) become invaluable, providing a detailed analysis of your product's environmental impact and offering the necessary evidence to support your claims.

Which Terms Should You Avoid in Sustainability Claims?

To comply with the directive, avoid vague terms like 'green' or 'eco-friendly' unless you can back them up with specific, standardized data. Terms that imply broad environmental benefits will require detailed proof, steering clear of any potential greenwashing pitfalls.

Can You Call a Product "Climate Neutral"?

cannot call product climate neutral

With the Green Claims Directive, the EU is tightening the reins on sustainability claims, and this includes the popular assertion of being "climate neutral." To uphold this claim, businesses will be required to provide tangible proof that all associated carbon emissions have been calculated and neutralized. This process involves meticulous emissions tracking, a strategic reduction plan. The directive ensures that claims of climate neutrality aren't just well-intended promises but reflect a real and balanced impact on the environment.

How Can You Prove Your Sustainability Claims?

Proving your sustainability claims effectively requires a detailed and systematic approach like LCAs. These assessments break down your product's environmental impact stage by stage, from resource extraction to disposal, offering the comprehensive proof that the directive demands.

When Is the Green Claims Directive Expected to Take Effect?

Though the exact implementation date of the Green Claims Directive is pending finalization, businesses are encouraged to start aligning their practices now. Staying informed and proactive is key to seamless compliance when the directive comes into effect.

The EU Parliament has in early January 2024 given the green light for the Green Claims Directive to be implemented, and the final approval is expected from the EU Council during March 2024.

How Will the Green Claims Directive Affect Your Business?

The directive will compel businesses to review their sustainability communications, ensuring all claims are accurate and substantiated. While it may introduce new challenges, it also offers a significant opportunity to build consumer trust and establish your brand as a leader in sustainable practices.

Help with the Green Claims directive for the food industry


With the Green Claims Directive on the horizon, Nature Preserve is here to guide your food business through the complexities of compliance. We provide the tools and expertise to ensure your environmental claims are transparent, verified, and aligned with the new standards.

Adapting to the Green Claims Directive is not just about meeting new requirements—it's about leveraging them to strengthen your brand's credibility and market position. Begin your preparation now to ensure your business is ready for the future of sustainability.

Ensure your sustainability claims are future-proof. Download our comprehensive guide and step confidently into the new era of environmental transparency.


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