The Netherlands Authority for Consumers and Markets (ACM) is ramping up its scrutiny of sustainability claims related to food products, particularly in the coffee and cocoa sectors. This decision comes as ACM has identified a significant number of possibly misleading claims within these sectors, which are part of the broader food industry.

ACM emphasizes the importance of accurate and substantiated claims, urging businesses to ensure that their sustainability assertions are clear and honest. Vague terms like 'sustainable' or 'responsibly grown' can mislead consumers, making it difficult for them to understand the actual benefits of the products they are purchasing.

Edwin van Houten, Director of ACM’s Consumer Department, highlighted the challenges consumers face in assessing the truthfulness of sustainability claims in supermarkets. He stated that improved communication about sustainability efforts is crucial for enabling consumers to make informed choices. While ACM is currently focusing on coffee and cocoa, it plans to monitor sustainability claims across the entire food sector.

In April, ACM encouraged food sector businesses to review their sustainability claims in line with its Guidelines regarding Sustainability claims. The authority noted that sustainability claims in the coffee and cocoa sectors encompass not only environmental aspects but also working conditions, human rights, and animal welfare. Many farmers in these sectors face poverty and lack social protection, and sustainability claims are often intended to address these issues.

ACM pointed out that terms like 'responsibly grown' can be ambiguous, leading to confusion about the specific sustainability benefits being claimed. The authority aims to ensure that consumers can confidently choose sustainable products while promoting fair competition among businesses.

Consumers are encouraged to report misleading claims through ACM’s consumer information portal, ACM ConsuWijzer, as the authority continues to monitor sustainability claims in various sectors.