Navigating Certifications and Greenwashing in the Grocery Store
By Sabrina Serrano
In recent years, there has been a growing trend towards sustainability and ethical consumption in the food and beverage industry. As consumers become more conscious of the environmental and social impact of their purchasing decisions, many companies have responded by adopting green marketing strategies to appeal to this growing market. However, not all claims of sustainability are created equal, and many companies engage in greenwashing – the practice of making false or misleading claims about the environmental or social benefits of a product or service. This is particularly true in the food and beverage space, where certifications and labels can be confusing and difficult to navigate.
A challenge in the food and beverage industry is determining which certifications and labels are credible and which are merely marketing ploys. With so many different certifications and labels in use, it can be challenging to understand what they actually mean and whether they are meaningful indicators of sustainability. Some of the most commonly used certifications in the food and beverage space include organic, fair trade, non-GMO, and animal welfare certifications. While these certifications can provide some assurance that a product meets certain sustainability standards, they are not always foolproof indicators of sustainability.
One certification that has gained attention since its launch in 2021 is the Upcycled Certified™ label. This certification is designed to verify that a product is made from upcycled ingredients – ingredients that would otherwise go to waste. This includes products like byproducts from food processing (think whey, oat milk pulp, spent grain), and surplus ingredients (ugly produce). The idea behind the certification is to clearly communicate to consumers what upcycling is and which companies are utilizing the process. The mark also rewards companies that use upcycled ingredients, thereby reducing waste and helping to address food insecurity.
The Upcycled Certified™ label however, has the potential to become a valuable tool for consumers who are looking for more sustainable food options. The certification is designed to be rigorous to receive the certification, products must meet strict standards for ingredient sourcing, processing, and labeling. Additionally, the certification requires transparency and traceability throughout the supply chain, which can help to prevent greenwashing.
Overall, the issue of greenwashing in the food and beverage industry is a complex one. While certifications and labels can be helpful in identifying sustainable products, they are not always foolproof. Consumers must remain vigilant and do their research to ensure that the products they purchase align with their values. Ultimately, the key to addressing greenwashing in the food and beverage industry is education – both for consumers and for companies. By promoting transparency and accountability, we can work towards a more sustainable future for our food system.
Sabrina Serrano (she/her) is a twenty-five-year-old food enthusiast with an obsession for writing and research. When she is not obsessing over her recent research hyper-fixation, she is usually in her kitchen baking bread. Born and raised in San Antonio, Texas. She recently graduated from The University of Texas at San Antonio with a Bachelor in Communication
