Some 56% of consumers believe the major food retailers are only playing at being green, with almost the same amount again (50%) levelling the same accusation at food producers, growers and manufacturers. Similarly, 50% don’t believe what the big food brands say about their green credentials, according to the study, carried out for AB Sustain.
Men are more suspicious of the food industry’s green credentials than women, the poll revealed, with more than 64% of male respondents believing that both food retailers and food producers are playing at being green, against 48% and 44% of women accusing retailers and producers respectively.
The poll, commissioned by AB Sustain to assess perceptions of green-washing in the food industry, also suggested it’s not all doom and gloom. More than 70% of those questioned said they were concerned about the issues of climate change and greenhouse gas emissions, despite the recessionary worries of the last few years, and 68% of respondents would like to see the entire food supply chain, including farmers and growers, manufacturers and supermarkets, put more effort as an industry into tackling climate change and protecting the Earth’s natural resources.
Johanna Buitelaar Warden, business development manager at AB Sustain, says: “These somewhat damning results would suggest that consumers often feel they are being green-washed by major businesses in the food and drink industry. There is clearly a sense of mistrust.
“However, what these results do show is that people are clearly engaged in environmental issues and would like to see more collaborative effort from the food industry on climate change, from the bottom of the supply chain to the top.
“Investing in a strong sustainability programme is something that can really pay dividends for a food and drink business, both in terms of its economy and its public image. Often, what companies are missing is a whole, thorough analysis of where their base agricultural inputs are coming from, a full understanding of the issues surrounding those commodities or countries and a strategy to lessen risk and help improve their supply base.
“Most consumers are largely unaware of the good environmental work going on behind the scenes in our industry, so it’s really time to start investing and shouting about what’s happening.”
Source: AB Sustain
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