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Many traders are taking advantage of consumers’ growing interest in environmental matters because of the climate crisis and are using green claims to differentiate themselves. Many claims are not or cannot be substantiated. This triggers confusion and mistrust among consumers and jeopardizes their active contribution to the transition towards a green economy.

BEUC, the European Consumer organisation, very much welcomes the publication of the Green Claims Directive as an important step in fighting greenwashing and ending misleading unsubstantiated claims from being displayed on products and services. Consumers are confronted with a systemic greenwashing problem.

This feedback is submitted on behalf of the Swedish industry organisation Plant-food Sweden (Växtbaserat Sverige, https://vaxtbaseratsverige.se/), which is an industry organization representing food producing companies of plant-based food and drinks. The members of Plant-food Sweden are Alpro, Findus, Nestlé/Hälsans Kök (Garden Gourmet) Oatly, Orkla Foods Sweden, Planti, Stockeld Dreamery and Livekindly.

Plant-food Sweden endorses the feedback submitted by European Alliance for Plant-based foods in this matter. Plant-food Sweden would like to underline that it is key that marketing standards reflect changing consumption attitudes, increasing interest in sustainable diets, and are aligned with the objectives of the Farm to Fork Strategy to promote more sustainable food systems.

BEUC is the European Consumer Organisation, representing 46 independent national consumer organisations across 32 European countries. We welcome the opportunity to submit feedback on the review of the marketing standards with regard to the Breakfast Directives. Our feedback can be found in attachment.