Written by Charlie Hall, GDA Intern
Whether you’re a home chef, an executive chef, or just an eco-conscious consumer, “greenwashing” is a practice you encounter daily, though you may not realize it. Every consumer should be aware of greenwashing and understand what it means. Our goal at the Green Dining Alliance is to help you make the best decisions for yourself, your restaurant, and community. The following is a collection of resources from around the web to help.
Greenwashing is the act of making false or exaggerated claims about the sustainability of a product through deceptive marketing. Investopedia’s definition is “the process of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound.” Essentially, a company makes a claim about being “green” in an effort to draw in more customers. Companies that intentionally take up greenwashing communication strategies often do so in order to distance themselves from their own environmental lapses or those of their suppliers.[Pizzetti, Marta; Gatti, Lucia; Seele, Peter (2021)]
Underwriter Laboratories, one of the oldest safety certifications companies in the world, has written the gold-standard describing this; they called it the Seven Sins of Greenwashing.
Check out the list of sins and then familiarize yourself with the most common terms:
- Eco-friendly
- Environmentally friendly
- Green
- Non-toxic
- Pure
- Sustainable
- Biodegradable
- All natural
- Chemical-free
- Clean
- Earth-friendly
Here are a couple real-world examples from a restaurant – these are to-go boxes that claim to be “sustainable” or “sustainably sourced.” Neither product has any certification seals to prove the claims.
It’s important to be aware of greenwashing language when ordering, and avoid using products that make these claims without evidence. You can do this by carefully reading labels and doing your own research on the products you use in your kitchen. Look for labels from reputable organizations that indicate a product’s environmental certifications. This is a useful guide to some of the more common reliable environmental seals from Good Housekeeping:
Let’s Get Specific: For Starters, what does “Organic” actually mean?
Organic is a specific standard certified by the USDA. While the label doesn’t guarantee the food is sustainable, organic farming is generally considered more environmentally-friendly than conventional practices. (There is plenty of debate on this topic, however, and the research is ongoing.)
Agriculture certified as USDA organic must meet the requirements described here. For more information see the following: What the USDA Organic Label Means and What Organic Farming (and Processing) Doesn’t Allow.
Here’s a helpful general guide on greenwashing in agriculture. And a little understanding of carbon footprints in general for many foods can be found here.
Beef
Look for third-party certifications such as Certified Humane, Global Animal Partnership, and Animal Welfare Approved.
Grass-fed beef is often more sustainable than conventionally raised beef because it requires fewer resources and produces less greenhouse gas emissions. Although, caution is recommended especially with newer practices labeled as “Regenerative Agriculture.” A Green Marketing “Wild West”: Greenwashing in the Beef Sector.
Source locally, but cautiously – by sourcing beef from local farmers, restaurants can reduce the environmental impact of transportation. Ask your supplier for more information; ask about animal welfare standards and information about their carbon footprint. It never hurts to ask for more information. But always remember, to reduce your carbon footprint, less meat is nearly always better than sustainable meat.
Dairy
Sustainable dairy should include practices that promote animal welfare, reduce greenhouse gas emissions, use renewable energy, minimize the use of synthetic fertilizers, conserve water, energy, and minimize waste.
At the most basic level, the animals should have adequate and humane living conditions, including access to pasture, clean water, and feed. Look for the same seals used for beef, listed above.
Sustainable dairy farms should conserve water and energy via efficient irrigation systems to reducing water during milking and processing.
Consumers should support local and small-scale dairy operations to reduce transportation emissions and support local farmers.
Seafood
Avoid over-fished species and species high in mercury.
Consider alternative species – instead of ordering the popular, trendy fish of the day, ask your supplier for alternatives. Check these guides from Seafood Watch for more information.
Packaging
Check for certifications such as the Forest Stewardship Council (FSC), Sustainable Forestry Initiative (SFI), Program for the Endorsement of Forest Certification, or the Biodegradable Products Institute (BPI).
Choose compostable or biodegradable materials; look for the third-party labels listed here. These materials are certified to break down naturally in a composting or landfill environment.
Look for recycled content – choose packaging materials that contain recycled materials, this reduces the need for “virgin” material and reduces waste.
Avoid single-use plastics and expanded polystyrene (aka “Styrofoam”). Look for alternatives made from sustainable materials such as paper or bamboo. Take it Personally – Refuse to Use
Consider reusable options for takeout orders and leftovers: look for local programs and ask your customers if they’re interested!
Ask your local packaging suppliers for more information; they may be able to source sustainable packaging for you if they don’t currently offer it.
Chemicals
Again, look for third-party certifications such as Green Seal, EcoLogo, or EPA’s Safer Choice. These certifications meet strict environmental and health standards.
Choose concentrated products – they help reduce packaging waste and require less water to manufacture.
Avoid known toxic chemicals – look for products free of chlorine bleach, ammonia, and phthalates.
Consider refillable options! Some suppliers or small businesses offer refillable containers or allow you to bring your own.
You can also take steps to reduce your own environmental impact by sourcing local and seasonal ingredients, reducing food waste, composting, and using energy efficient equipment in the kitchen. Please check out our Resources page for more information on finding sustainable products locally. By being informed about greenwashing and making educated choices in the kitchen, you can help promote a healthier and more environmentally-friendly food system.
