Sustainability has become a major commercial argument in food retail. According to the European Commission, more than 50% of environmental claims assessed at EU level were found to be vague, misleading, or unsubstantiated, prompting the launch of the “Green Claims” Directive (currently in the adoption process for 2024–2026). At the same time, packaging is regulated under the new Packaging and Packaging Waste Regulation (PPWR), which sets strict recycling and reuse targets.

For the food industry, the transition to sustainable packaging involves tangible investments: certified recyclable materials, logistics redesign, and supply chain audits. Costs may initially increase; however, in the medium term, these measures can generate operational efficiencies and facilitate access to retail chains with strict ESG criteria.

Greenwashing occurs when communication exceeds technical reality. Labels such as “eco,” “natural,” or “carbon neutral” require verifiable substantiation. In the absence of such evidence, reputational risks and potential sanctions may outweigh marketing benefits.

For Romanian producers, the real opportunity lies in alignment with measurable standards — certifications, ESG reporting, and material traceability — rather than in ambiguous messaging. European consumers are increasingly sensitive to transparency, and retailers are integrating sustainability criteria into supplier selection processes.

Thus, authentic sustainability can become a competitive advantage, while greenwashing represents a strategic risk. The difference lies in the ability to transform compliance obligations into a coherent business model.

(Photo: Freepik)