Stricter rules for sustainability claims on food

“Sustainable” or “environmentally friendly”: claims like these are appearing on more and more products. They offer opportunities for food manufacturers, but they also require attention. After all, there is more to a green promise than an appealing message. Stricter European rules make substantiating environmental claims all the more important. How can businesses keep track of that information?

Sustainability labels generate billions in sales

Products carrying a sustainability label account for a substantial share of supermarket sales. According to the Monitor Keurmerken Retail 2026, that share is 25.7 percent. This figure covers food sales at the Dutch supermarkets surveyed. The figures relate to the first six months of 2026.

Sales of products carrying a sustainability label grew by 2.6 percent to nearly €5 billion. More than 80 percent of egg and fish products sold now carry a sustainability label. That growth brings greater responsibility for manufacturers, retailers, and online marketplaces. Sellers cannot simply use information from suppliers without checking it. Inaccurate or unsubstantiated claims can lead to fines, reputational damage, and loss of trust.

Certificates must match the product

Sustainability information is often scattered across emails, spreadsheets, and individual PDFs. This makes it difficult to determine which product a certificate covers. It is also sometimes unclear whether the supporting evidence is still valid. As a result, an online store may inadvertently display an outdated claim.

Reliable claims require verifiable evidence and up-to-date digital information. A unique product identifier helps link certificates to the right product. The GTIN, better known as the EAN code, can serve this purpose.

Take stock of claims and supporting evidence

Start by taking stock of all sustainability claims. Document the evidence supporting each claim and check that it is valid. Also check whether the evidence is linked to the right product.

Brands, certification bodies, retailers, and marketplaces can use the same product identifiers and a common data language for this purpose. Their systems can then automatically receive and verify evidence and link it to the relevant product.

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