The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

As the EU’s Empowering Consumers for the Green Transition (ECGT) Directive introduces stricter expectations for environmental claims and sustainability labels, businesses face a pivotal moment: to move beyond broad promises and towards communication that is transparent, specific and supported by credible evidence. While the new rules will require greater scrutiny of consumer-facing claims, they also present an opportunity for brands to build trust, differentiate themselves and turn credible sustainability communication into a source of competitive advantage. Vivien McEwen, carbon footprint label programme manager and Nina Brennecke, agriculture, food and beverage client manager at the Carbon Trust, explain.

The EU's Empowering Consumers for the Green Transition (ECGT or Empco) Directive comes into effect on 27 September 2026, introducing stricter requirements for environmental claims, sustainability labels and consumer communications.

Its objective is simple: to help consumers make informed purchasing decisions by tackling misleading environmental claims and improving transparency around sustainability information.

Many businesses are currently viewing the ECGT through a compliance lens. However, for food and beverage brands, ECGT represents an opportunity to build trust, differentiate products and strengthen brand value in an increasingly competitive and sustainability-conscious market.

Who is affected?

ECGT applies to all organisations communicating to consumers in the European Union, regardless of where they are based. This means that service providers, manufacturers, brand owners, retailers and e-commerce businesses serving EU consumers will all be affected.

Importantly, the rules apply not only to product packaging but also to websites, online product pages, advertising, promotional materials and other consumer-facing communications. Though business-to-business communication is currently out of scope, the direction of travel is clear, and it is recommended to consider communication across these channels too.

Why the food and beverage sector is in the spotlight

Food and beverage production has a significant impact on the environment. For that reason, sustainability has become a defining issue across the industry. From regenerative agriculture and responsible sourcing to animal welfare, low-carbon ingredients and packaging, companies are investing heavily in sustainability initiatives and communicating these efforts to consumers.

It is also one of the sectors most exposed to ECGT because sustainability information plays a significant role in consumer purchasing decisions. Products are purchased frequently, packaging serves as a primary communication channel and brands often rely on environmental and sustainability claims, labels and certifications to differentiate themselves in a highly competitive market. As a result, consumers are regularly exposed to messages about these topics. This combination of high purchase frequency, strong consumer interest in sustainability and widespread use of on-pack claims makes the sector a particular focus for efforts to improve transparency and tackle greenwashing.

ECGT seeks to address this challenge by encouraging more specific, transparent and evidence-based communication. In doing so, it will reshape the competitive landscape. Businesses with robust environmental data, trusted third-party verification and labels aligned with the requirements will stand out.

Trust is a commercial advantage

Consumers are increasingly demanding proof, not promises. Recent research findings summarised below show that shoppers actively seek products carrying a carbon footprint label and other credible environmental information when making purchasing decisions, and even switch away from brands that remain silent on these important issues. The ECGT is likely to reinforce this trend by creating a marketplace with fewer, but more trusted, claims and labels. Food and beverage brands willing and able to communicate independently verified sustainability credentials clearly and credibly can build consumer trust, preference and strengthen brand loyalty.

The business case for credible sustainability communication

The commercial impact of trustworthy sustainability communication is being demonstrated by some of the world's largest retailers.

There is already evidence that consumers reward trusted sustainability signals. Amazon's Climate Pledge Friendly programme, which helps shoppers identify products meeting recognised sustainability criteria, has been linked to stronger product performance across several categories:

The figures show how trusted sustainability communication can translate into measurable commercial value. When information is clear, recognisable and independently validated, it can help consumers make purchasing decisions with greater confidence in a crowded market.

In a sector where products are purchased frequently and brand loyalty can be difficult to maintain, credible sustainability communication can become a source of competitive advantage.

For food and beverage businesses, this means investments in robust environmental data, third-party verification and transparent claims are not simply about regulatory readiness. They can also support consumer preference, strengthen brand resilience and help unlock commercial value in a market where trust is becoming an increasingly important differentiator.

What does this mean in practice?

The new rules do not prevent businesses from talking about sustainability. Rather, they encourage companies to communicate in ways that are transparent, specific and supported by evidence.

For many food and beverage brands, this means moving beyond broad statements and focusing on measurable environmental performance. Claims relating to carbon emissions, sourcing practices, packaging improvements, regenerative agriculture or biodiversity outcomes will require stronger substantiation and clearer explanations.

It also means paying closer attention to sustainability labels and certification schemes. As consumers and regulators place greater scrutiny on environmental claims, independently verified schemes like the Carbon Trust product carbon footprint label, can provide brand trust.

Four actions food and beverage businesses should take now

1. Set up a cross-sector working group

ECGT preparation should not sit with sustainability teams alone. Marketing, legal, sales, procurement and sustainability teams all need a shared process for reviewing claims, monitoring regulatory developments and balancing compliance with effective consumer communication. In addition, many food and beverage companies seek international consistency in brand communications; hence, involving international touch points and understanding local implementation of ECGT is essential.

2. Review existing sustainability claims

Conduct a review of packaging, websites, product pages, advertising and social media content to identify environmental claims currently in use. Assess which claims are generic, product-specific or linked to future targets, and whether they rely on supplier data, certification schemes or lifecycle assessments. Businesses should also consider claims implied through imagery (such as leaves), green or natural colours, symbols and self-created labels, not just those made through words.

3. Assess the evidence behind each claim

Assess whether environmental claims are supported by robust data, recognised methodologies and clear documentation. Companies should be able to demonstrate exactly what is being claimed, where the benefit applies, and the evidence supporting it.

4. Evaluate sustainability labels and verification

Review existing sustainability labels, certifications and claims against the expectations of the new regulatory landscape. Independently verified product footprints, recognised certification schemes and third-party assurance can help strengthen credibility and build consumer trust.

A chance to lead, not just comply

As consumers increasingly aim to reduce their impact on the environment, and ECGT reshapes how environmental claims and sustainability labels can be used, food and beverage businesses have an opportunity to strengthen both regulatory readiness and consumer trust. Businesses that act early to review claims, improve data quality, ensure independent third-party verification and use trusted labels will be best placed to navigate the changing landscape with confidence and benefit from the opportunities of the changing competitive landscape.