Thomas Artoos
Upfield
Head of Operational Sustainability & Resilience
Trust and transparency: How to demonstrate credibility and avoid greenwashing
11:40
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12:30
Upon first impression, green claims such as “net-zero”, “carbon neutral”, and “eco-friendly” are progressive and ambitious. But how progressive are these claims if they are not substantiated?
According to the EU Commission’s 2020 study of 230 green claims, 53% gave vague and misleading information, and 40% had no supporting evidence. To tackle concerns of greenwashing, the EU Green Claims Directive will legislate and regulate against false assertions.
However, fears of being accused of greenwash have opened a new era of greenhush, with many brands opting to stay quiet on their sustainability progress. In this session we’ll have a frank discussion on how to navigate sustainability transparency. We’ll debate:
- How better data and supply chain traceability can substantiate sustainability claims and empower consumers with better information
- Practical examples of simple, authentic engagement with consumers that can build trust and elevate brand reputation
- What new tools and technologies can be used to connect consumers to their food in a credible and transparent way?
Saif Hameed
Altruistiq
CEO
Eleonore de Montjoye
Pizza Hut UK & Europe, Yum! Brands
Associate Director, Procurement & Supply Chain