Feeding Us Greenwash

The report identifies widespread greenwashing in the food sector, particularly among major meat and dairy producers. It highlights the use of misleading labels like 'carbon neutral' and 'net zero', the reliance on carbon offsetting over absolute emissions reductions, and the use of idyllic imagery to mask intensive farming practices. Polling in the UK and Germany shows that while consumers are concerned about greenwashing, they are still influenced by these claims in their purchasing decisions. The document calls for stricter government regulation of green claims and a systemic transformation of the food system to reduce greenhouse gas emissions.

• Greenwashing is pervasive in the food industry, with misleading claims applied even to high-emission products like beef. Common claims include 'carbon neutral', 'climate positive', and 'net zero', as well as the use of imagery depicting grazing cows or small family farms to suggest sustainability.
• Major meat and dairy companies, including JBS, Marfrig, Nestlé, Danish Crown, Arla, Danone, Saputo, and Fonterra, have been identified as making misleading green claims. For example, JBS was reprimanded for a net-zero claim that lacked a credible emissions reduction plan, and Nestlé has made questionable carbon neutral claims for Nespresso and KitKat.
• Amazon's 'Climate Pledge Friendly' range is cited as a significant example of greenwashing because it includes carbon-intensive products, such as beef jerky, based on minor packaging changes like removing air.
• Many climate labels in the food sector rely on carbon offsetting rather than actual emissions reductions within supply chains. The report notes that these offsets are often poorly regulated and may not represent real climate benefits.
• Claims regarding 'low-methane beef' are often based on small-scale, short-term trials that do not reflect the lifetime emissions of the animals, making such marketing misleading.
• The use of 'natural' or 'artisanal' branding and idyllic imagery of animals in green fields is used to mask the reality of intensive industrial farming, which is the dominant production method for most meat and dairy.
• Consumer polling in the UK and Germany indicates that environmental labels significantly influence purchasing behavior and willingness to pay more, despite a general lack of trust in sustainability claims for meat and dairy.

APA

Changing Markets Foundation (2023). Feeding Us Greenwash. https://changingmarkets.org/wp-content/uploads/2023/03/Feeding-us-Greenwash-final.pdf

Chicago

Changing Markets Foundation. Feeding Us Greenwash. 2023. https://changingmarkets.org/wp-content/uploads/2023/03/Feeding-us-Greenwash-final.pdf.

Wikipedia

{{cite report |author=Changing Markets Foundation |title=Feeding Us Greenwash |date=March 2023 |url=https://changingmarkets.org/wp-content/uploads/2023/03/Feeding-us-Greenwash-final.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/2023/03/Feeding-us-Greenwash-final.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }