Are your Groceries Greenwashed?
Wandering the aisles of your local supermarket, you will be bombarded with products claiming to be eco friendly and all-natural. With sustainability-marketed goods now accounting for more than 1 in 6 sales, and with 43% of shoppers willing to buy from sustainable brands, there’s no doubt that going green is big business.
Greenwashing is prevalent, but shoppers are becoming more savvy at distinguishing genuine claims of environmental responsibility from marketing gimmicks.
You know greenwashing, you see it every day. it’s the oil company adverts full of wind turbines, the ‘all-natural’ product wrapped in single use plastic, and the supermarket meat bearing a fake farm name. It’s a way to sell you a dream of eco conscious shopping without the effort of making the changes needed to be genuinely green.
Spot the truth from the fiction
Many products boast labels claiming to be "green", "all-natural", "environmentally friendly" or "eco-friendly," but these terms are unregulated and ambiguous. Look for transparent information on products about the veracity of these claims, which a genuinely green company will likely be already shouting from the rooftops about. A lack of information usually shows a lack of substance.
Don’t be fooled by the packaging. Greenwashing often relies on visual cues and imagery to create the illusion of eco-friendliness. What is cheaper than making a sustainable product? Putting a green leaf on the label and calling it ‘earth friendly’. There is a reason that caged eggs producers choose an image of a free range chicken on their labelling rather than the less than edifying truth. Cages don’t sell as well.
Look for reputable third-party certifications from organisations such as the Soil Association, Fairtrade, Marine Stewardship Council (MSC) or Forest Stewardship Council (FSC). These certifications undergo rigorous standards and verification processes to ensure the products meet specific environmental criteria.
Read the ingredients to see if that ‘pure’ and ‘all-natural’ product is genuine. Look for natural, biodegradable, or renewable materials, and avoid products containing toxic chemicals, synthetic fragrances, or excessive packaging.
Consider the entire lifecycle of the product, from sourcing and production to distribution, use, and disposal. A truly sustainable product seeks to minimise its environmental impact at every stage of its lifecycle. Look for products with a smaller carbon footprint, minimal packaging, and recyclable or biodegradable materials.
Research the company making those claims. A company committed to improving their environmental credentials will be openly talking about their successes, their goals and how they intend to reach them. It should be quickly evident if this ‘eco friendly’ product is part of a wider green commitment or a distraction from a portfolio of problematic products.
If you need more information on how to spot greenwashing claims, the Competition and Markets Authority has a handy Green Claims Code for shoppers here.
Greenwash-free at The Organic Butchery
We take the trust that our customers have in us very seriously, and the claims we make about the traceability, sustainability and quality of our organic meat stand up to scrutiny.
Organic Certification: our organic meat is certified organic by the Soil Association. Our suppliers adhere to the highest animal welfare and soil standards, use no fertilisers or pesticides and follow strict rules regarding animal medicine. No synthetic additives are used as ingredients or when processing our produce.
Marine Conservation: our organic fish comes from an award-winning certified organic fish producer that operates with welfare, health and sustainability at the heart of their business. All our wild fish is sustainably sourced by the Cornish Fish Co. who utilise their fishing expertise to preserve marine ecosystems and prevent overfishing.
Sustainable Packaging: when you receive your Organic Butchery order, it will be in a 100% recyclable box made of recycled paper. The water filled ice packs can be reused or safely recycled. Our WoolCool® liners are made from 100% natural wool and can be composted, recycled and reused in your home or your garden as nests for wildlife and lining for flower baskets. If you prefer you can return all your packaging to us free of charge for us to reuse or recycle.
