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