Editorial: Shades of Green

Why is this important for food and beverage producers? TerraChoice says that greenwashing misleads consumers during a purchase, which, when proved to be false, ultimately leads to mistrust of the brand and skepticism about environmental claims in general. The company also says that real environmental innovation can get waylaid by producers simply jumping on the bandwagon and diluting the public’s taste for anything green.

Organic, sustainably produced or “green” food and beverage products abound, consumers are increasingly demanding these products in all food categories. Consumers also want to know that their buying behaviour is consistent with their values, and that their decisions are a key step in transforming how our society reacts with the environment. In other words, they want businesses to go green, and they’re prepared to pay for it – they’re also prepared to reject those who don’t.