Green­wash­ing

Sunday Star-Times - - Focus -

Su­san Ed­munds raises some per­ti­nent is­sues around cer­ti­fi­ca­tion marks in her ar­ti­cle ‘‘Tick­ing the boxes’’ (Busi­ness, October 22).

The plethora of ‘‘ticks’’ can con­fuse con­sumers over what is a le­git­i­mate prod­uct val­i­da­tion and what isn’t. But plenty of ‘‘green­wash’’ still oc­curs in con­sumer mar­ket­ing, and eco­la­bels are one way the pub­lic can gauge the truth of any en­vi­ron­men­tal or sus­tain­abil­ity claims.

Our eco­la­bel, En­vi­ron­men­tal Choice New Zealand, was fea­tured in the ar­ti­cle but doesn’t ac­tu­ally cover food prod­ucts, though you will find us on some tis­sue, toi­letry and clean­ing prod­ucts in the su­per­mar­ket, as well as on paints and Pink Batts.

It tells you those prod­ucts are ‘‘en­vi­ron­men­tally prefer­able’’ in their field, a prom­ise backed by a ro­bust, sci­en­tific, multi-cri­te­ria, in­de­pen­dent third-party as­sess­ment.

Francesca Lipscombe, gen­eral man­ager, En­vi­ron­men­tal Choice New Zealand

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