Trust and transparency: How to demonstrate credibility and avoid greenwashing

11:40 - 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?

Jo Ennion


Group Head of Environment

Thomas Artoos


Head of Operational Sustainability & Resilience

Saif Hameed



Get in touch

For any questions on The Future of Food and Beverage conference, please contact:

Hannah Oborne
Project Manager
[email protected]

Or for information about sponsorship:

Anita Thomson
Chief Partnerships Officer
[email protected]

Sign up

Registration for the regenerative agriculture and sustainable food conference is currently open.To sign up, you can do so online here, or get in touch directly for details of group discounts. 

Join us for

  • In-depth guidance from industry leaders on how to effectively implement policies.
  • Networking with key stakeholders, including NGOs, business, government and supply chain actors.
  • An entirely off-the-record discussion that encourages open and honest disclosure from speakers and genuine participation from the audience

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