With the increasing relevance of sustainability in customer purchasing decisions, communication and advertising with so-called green claims have also been steadily increasing. Suddenly, everything seems “sustainable”, “climate-friendly”, “CO2-neutral”, “plastic-free” or “good for the environment”. Environmental claims made by companies about their products or services are omnipresent. The EU will increase protection against so-called greenwashing.
The upcoming EU Eco-Declarations Directive
The European Union has agreed to ban agricultural and food products from being advertised with labels such as “organic or eco” if there is no evidence to justify it.
A product cannot be claimed to have a neutral, reduced or improved environmental impact if it is not guided by verified offsetting programmes. The final regulation is not yet available, but we expect significant changes in terms of verification and labelling.
At ZERYA® we value the fact that a uniform framework offers clients guidance based on reliable facts and we consider this a substantial improvement in the market.
Providing differentiation to agri-food companies
Since 2009, at ZERYA® we have been very clear that we must continue working to ensure that the effort required to demonstrate the positive impact on the environment is a tangible reality on the shelves. It is also sufficiently valued to make it worthwhile for small and medium producers to change their agricultural production model. Their effort deserves a positive assessment from the entire value chain. Producers, purchasing centres and retailers will be able to benefit from this European framework that reinforces the credibility of production. Labelling must continue to be an effective reflection of their know-how.
“Our goal is to differentiate companies with high-level technical staff, through joint work,”, Antonio Alcázar, Founder of ZERYA®.
At ZERYA® we are convinced that it is possible to produce safe food that allows us to reduce costs through the rational use of products and that generates a sustainable and environmentally friendly production system that is capable of meeting consumer expectations.
ZERYA® Management and Control
The management and control of the actions, technical and production resources, as well as the characteristics of the products and the control of the requirements demanded of operators who intend to use the ZERYA® brand, is carried out by the bodies established in the Brand Regulations, which are under the supervision of the Supervisory Committee. This Committee ensures the proper functioning, transparency and independence of the brand, for which it periodically brings together representatives of the main links in the food chain from production to the consumer and is responsible for supervising the sectoral technical committees.
The control system is carried out through independent certification bodies that carry out audits of producers and the laboratory, which takes samples and performs analyses to verify compliance with the standard.
For almost 15 years, the use of the brand’s distinctive mark has been granted only to certified companies and allows for the differentiation of these products in the market.
More : Continente Portugal consolidates its ‘Zero Waste’ category with ZERYA. | LinkedIn
What does the upcoming Directive guarantee?
To ensure that consumers receive credible, comparable and verifiable information, thereby promoting greater clarity in their food purchases, the Directive will have the following requirements:
- The environmental benefits of the product or service must be clear and verifiable.
- Information must be based on independent scientific evidence.
- The information must be understandable and accurate.
- False or misleading information may not be provided.
Although smaller companies may be at a disadvantage as they may not have the resources to comply with the new regulations, at ZERYA® we continue to support our producers so that they can continue to benefit from our guarantee mark, recognised in 5 European countries.
Entry into force of the new Directive
Following the submission of the proposal by the European Commission, the new Directive must be adopted by the European Parliament and the Council of the European Union before entering into force. A vote in the European Parliament is expected before spring 2024.
Full directive at:: EUR-Lex – 52023PC0166 – EN – EUR-Lex (europa.eu)
Synonym of added value for producers, distributors and consumers
ZERYA® is a brand that represents the present and future of fruit and vegetable production, based on innovation, technical excellence and consumer satisfaction. If you want to know more about us or how you can obtain it, visit our website or write to us at consultas@zerya.org or if you prefer, call us at 622 690 956.
extent.
Subscribe to our NEWSLETTER LINKEDIN: https://lnkd.in/dQi2ZBVu
