Dutch regulator to investigate “sustainability” claims by chocolate & coffee brands
The Dutch Authority for Consumers and Markets (ACM) is stepping up supervision of sustainability claims in the food sector, with a focus on coffee and cocoa products. The agency identified these products as having the highest number of potentially misleading claims in the sector, ACM reports.
The ACM warned that vague terms such as “sustainable” or “responsibly sourced” can confuse consumers, as it is often unclear what specific sustainability benefit the product provides. Companies are required to ensure that their claims are accurate, fair, and well-substantiated.
“People encounter all kinds of sustainability claims in the supermarket. It is difficult to assess whether these claims are accurate,” said Edwin van Houten, ACM director of consumer affairs. “Better communication about sustainability efforts allows consumers to confidently make more sustainable choices. We are now focusing extra attention on coffee and cocoa, but we will continue to monitor the entire food sector.”
In April, the ACM asked food companies to review their sustainability claims against the ACM Sustainability Claims Guideline and adjust them if necessary. Coffee and cocoa products presented the most potential issues, according to the regulator.
ACM said sustainability claims on coffee and chocolate packaging often cover not only climate impact but also labor conditions, human rights, and animal welfare. These products originate from tropical countries where deforestation, biodiversity loss, and soil depletion are ongoing challenges.
Many coffee and cocoa farmers live in poverty, earn below the subsistence minimum, and often work without social protections. Producers allegedly use sustainability claims to demonstrate their efforts to address these problems, while consumers increasingly prefer ethically sourced products.
The ACM noted that claims frequently combine environmental and labor-related aspects, such as the term “responsibly sourced.” However, the meaning of “responsible” can vary widely and may be unclear. For example, it could refer to environmental improvements in cultivation, better working conditions for farmers, or higher wages.
