ACM looks into sustainability claims in the coffee and cocoa sectors

The Netherlands Authority for Consumers and Markets (ACM) intensifies its oversight over sustainability claims on food products in the coffee and cocoa sectors. Within the broader food sector, ACM sees the highest number of possibly misleading claims on coffee and cocoa products. The use of vague or general terms such as “sustainable” or “responsibly grown” can mislead consumers, because it is unclear what sustainability benefit the product has. Businesses have to make sure that their claims are correct, honest, and properly substantiated, so that consumers can use these to make sustainable choices. ACM encourages sustainability initiatives of businesses as well as honest and clear communication about such initiatives.

Edwin van Houten, Director of ACM’s Consumer Department, comments: “In supermarkets, people come across all kinds of sustainability claims on products. It’s hard to assess whether such claims are true. Improved communication about sustainability efforts will ensure that consumers are able to make more-sustainable choices with confidence. We are now paying extra attention to coffee and cocoa, but we will continue to keep an eye on the entire food sector.”

ACM’s approach

In April, ACM called on businesses in the food sector to check their sustainability claims using ACM’s Guidelines regarding Sustainability claims, and to adjust those claims, if necessary. In the coffee and cocoa sector, ACM saw the most possibly misleading claims. Sustainability claims on coffee and cocoa packaging are not just about the climate, but also about working conditions, human rights, and animal welfare. These products come from tropical countries where, during production, deforestation, loss of biodiversity, and soil depletion can play a role. Many coffee and cocoa farmers live in poverty, earn below a living wage, and often work without any social protection. With their sustainability claims, producers wish to show that they are tackling those problems. Many consumers like to opt for sustainable, ethically responsible products.

ACM sees that claims on food products are often a combination of environmental and working conditions, such as “responsibly grown.” Responsible can have different meanings, and it is unclear what the sustainability benefit is. It can, for example, refer to certain environmental benefits associated with the way in which the coffee or cocoa has been cultivated, improved working conditions for the farmers, or a higher wage.