Feeding Us Greenwash

The report finds that greenwashing is rampant in the food sector, particularly among high-emission meat and dairy companies. It highlights the use of vague or misleading terms like 'carbon neutral' and 'climate positive' to influence consumer behavior, noting that a significant portion of consumers in the UK and Germany are more likely to purchase products with such labels.

• Greenwashing is widespread in the food industry, including on carbon-intensive products like beef. Common misleading claims include 'carbon neutral', 'climate positive', 'net zero', and specific assertions regarding low methane, as well as the use of imagery depicting grazing cows or small family farms.
• Major meat and dairy producers with high greenhouse gas emissions are using misleading marketing. JBS was reprimanded for a net zero claim that lacked a credible reduction plan; Nestlé used questionable carbon neutral claims for Nespresso and KitKat; and Danish Crown is facing a lawsuit over 'climate controlled' pork labels. Saputo and Arla are noted for using imagery of grazing cows as a subtle form of greenwashing.
• Amazon's 'Climate Pledge Friendly' range was identified as containing misleading products, including beef jerky. Despite beef jerky being one of the most carbon-intensive foods, it was categorized as climate-friendly because of the removal of air from its packaging.

APA

Changing Markets Foundation (2023). Feeding Us Greenwash. https://changingmarkets.org/wp-content/uploads/2023/10/ES-English-Feeding-Us-Greenwash.pdf

Chicago

Changing Markets Foundation. Feeding Us Greenwash. 2023. https://changingmarkets.org/wp-content/uploads/2023/10/ES-English-Feeding-Us-Greenwash.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Feeding Us Greenwash |date=March 2023 |url=https://changingmarkets.org/wp-content/uploads/2023/10/ES-English-Feeding-Us-Greenwash.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{changingmarketsfoundation2023feeding, author = {{Changing Markets Foundation}}, title = {{Feeding Us Greenwash}}, institution = {Changing Markets Foundation}, year = {2023}, month = mar, url = {https://changingmarkets.org/wp-content/uploads/2023/10/ES-English-Feeding-Us-Greenwash.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }