No more greenwashing. The EU is trying to reach this goal by way of the Green Claims Directive as part of the EU Green deal.  While the Directive is slated for adoption by Member States in 2026, companies can and should already start preparing for compliance now. So, where to start?

Putting a stop to greenwashing means stopping companies claiming to be more sustainable than they are. This can mislead consumers. These three steps will help you to prepare for what is to come out of Brussels. 

One: Check your current claims 

Dutch retailer PLUS is already taking steps to ensure transparent and fair communication about their sustainability efforts. They started with a thorough assessment of all of their current on-pack sustainability claims, performed by the claims-experts from S&P.  S&P has also done an assessment of the on-pack claims for Yarrah, a producer of organic pet food. With these checks, all communication, from carbon emissions to animal welfare, is assessed against current regulations and rules such as the proposed EU Green Claims Directive and national guidelines.  

Two: Training and awareness 

Equipping teams with the knowledge of why, how, and what concerning sustainability claims is crucial. For PLUS, S&P conducted a masterclass, covering current regulations, a lot of examples from practice and tailored focus areas for PLUS. This initiative not only heightened awareness within PLUS about this subject but also highlighted areas needing attention for future claims. 

Three: Stay up to date on developments 

Awareness regarding the significance of making fair green claims is on the rise. By following the legislative process and proactively preparing for the expected timelines, businesses can ensure they are ready for the Green Claims Directive when it is implemented.  

The importance of making fair claims will continue to play an important role in empowering consumers to make environment-friendly choices, and in enabling companies to provide these choices in a transparent and trustworthy manner. Only then can we navigate the path to a successful green transition. 

Every packaged food in Europe has to have nutritional labeling, according to the EU Council. But the issue is contentious and keeps getting delayed. Could the Nutriscore be an answer?

Under the Belgian EU Council presidency, the discussion amongst member states about nutritional food labeling has been reignited. As part of the action plan accompanying the EU's flagship food policy initiative "Farm to Fork," the European Commission has pledged to implement mandatory nutritional labelling for all food products across the bloc by the conclusion of 2022. But it remains a contentious issue. 

The aim of Belgium is to exchange insights and experiences regarding the system that is to be used for food labeling. One such system is Nutriscore, introduced in France in 2017. It is a color-coded labelling scheme that categorizes foods based on their nutritional value, ranging from A-green for the healthiest to E-red for less nutritious options, determined by a standard portion size.  

Stricter criteria 

Since 2023, an updated algorithm has been enforced, featuring stricter criteria for milk and breakfast cereals, while olive oil and other vegetable fats receive higher scores compared to the previous rating system. The algorithm is open to the public. NutriScore has been in use in Dutch stores since January of this year. Research by economist Martijn Huysmans of Utrecht University shows that 90% of Dutch consumers are familiar with the score and about 70% are in favor of implementation.  

Right now, the Nutriscore is applied accross the EU on a voluntary basis. An EU-wide label will most likely be inspired by it, but not be an exact copy. Further steps on this subject will make the EU healthier because a system like Nutriscore provides consumers with clear information to encourage healthier choices and incentivize the food industry to reformulate products to healthier alternatives. They can do this for example by reducing the levels of sugar, salt and fats or adding vegetables. We already observe that (behind the scenes), many companies and retailers are actively working on product improvement to achieve a higher Nutri-Score wherever possible. So, as much as 90% of the complete meals within the own-brand assortment of S&P client PLUS Supermarkt score a Nutri-Score A or B. Setting goals aimed at a high Nutri-Score is becoming increasingly common.    

What’s next?  

The road towards an EU-wide NutriScore will be long. A draft proposal was initially planned to be published in Q3 2023 and keeps on being delayed. Italy, the most vocal opponent of NutriScore, is pushing an alternative scheme called “nutrinform battery”.  

At Schuttelaar & Partners, we can offer you legal, nutritional and communication advice to best prepare you for this upcoming legislation. Our Brussels-based public affairs team can provide you with the latest update on these discussions and foresee what the final label would look like. Our French colleagues have direct contact with Sante Publique, the French government section which created and still updates the NutriScore system. In addition, our team of dieticians can accompany you in reviewing your products, while our communication team helps you to best communicate about it.