New food, new names – spot the difference

By Jan Wrede

In today's world, where climate change and sustainability are at the forefront of global concerns, the agri-food industry is stepping up to meet these challenges head-on. As the lifeblood of our existence, this sector embraces urgent trends and evolves its methods to provide higher-grade products more sustainably.

This transformation is evident in the ever-stricter standards applied across the entire product chain – from planting and fertilizing to harvesting and processing. The journey from farm to fork is becoming more transparent and eco-friendly, reflecting a collective commitment to healthier living and environmental stewardship.

Speaking of quality

With food producers placing greater emphasis on quality and sustainability, this shift is often communicated through various labels that inform consumers about improved ingredients and practices. Terms like "bio," "carbon / climate neutral," "eco," "environmentally friendly / conscious," "fair," "green," "natural," "organic," "pure," "sustainable" and "net zero" are becoming increasingly common on food packaging. These markers serve as indicators of the product's adherence to certain quality standards and environmental commitments. They act as a bridge between producers and consumers, ensuring that the latter are aware of the former's dedication to preserving ecological balance and promoting health.

Serving culture and diet

Beyond these general descriptors, there are also labels that cater to specific dietary or cultural preferences. For instance, Ayurveda and Unani signify the food's traditionally recognized health benefits or healing properties, while halal and kosher denote purity from a ritualistic standpoint. These markers provide consumers with valuable information and help them make informed choices aligned with their values and dietary needs.

The dilemma of global standards

However, one might wonder what exactly these terms mean and whether there are universal standards and definitions for them. The reality is that while there are regulations governing these labels, they tend to be regional or national. For example, a product categorized as "organic" in one country might not meet the criteria to be called the same in another. This lack of uniformity can lead to confusion and inconsistency in labeling practices across different markets. People traveling or purchasing international products may find it difficult to discern the true nature of what they are buying.

Ensuring openness and accuracy

Despite these variations, one common principle underpins most laws: The label must not be misleading. This concept of transparency and honesty is crucial, as it ensures that purchasers can trust the information provided. However, what qualifies as misleading can vary significantly based on national customs and expectations. This principle is also mirrored in trademark laws, where applicants using dietary, ethical or sustainability terms in their marks must ensure they do not deceive consumers. Transparency is not just a legal requirement; it is a cornerstone of customer trust and brand integrity.

The importance of due diligence

Given these complexities, it is advisable for businesses to consult with local legal experts before registering or using new food labels. This due diligence can prevent potential regulatory issues and confirm that the descriptions accurately reflect the product's qualities and comply with local ordinances. A thorough understanding of regional labeling laws can save organizations from costly legal battles and help maintain customer loyalty.

Toward a sustainable future

As we navigate these changes and strive for a greener future, it is essential to stay informed about the labels and terms used in the food industry. By understanding and adhering to these standards, we can make healthier, more sustainable choices that benefit both our well-being and the planet.

To your health!