Are you being ‘green washed’?

"Ethical, natural and sustainable are good words to have on products but what do they mean?'' All Good co-founder Chris Morrison

Shoppers are being ‘‘green washed’’ and ‘‘fair washed’’, according to Fairtrade Australia New Zealand.

Buzz words like sustainable, ethically produced, organic, and fairly or ethically produced are now so common on food products that consumers are genuinely confused, says local Fairtrade chief executive Molly Harriss Olson.

‘‘In some cases, products can claim themselves as Fairtrade, fair trade or fairly traded, but can, in fact, be far from it,’’ says Harriss Olson.

‘‘It’s a serious, serious problem. And one of the issues is that in a market like New Zealand, there is no government regulation which protects consumers from being green washed and ‘fair washed’.

‘‘You can go into any supermarket and see many, many products which make claims that, when you scratch beneath the surface, aren’t true,’’ Harriss Olson said.

The distinctive blue, black and green Fairtrade logo can only be awarded to products that meet strict criteria such as paying farmers a minimum price for their product, and refusing to allow child or slave labour.

Companies like the Wellington Chocolate Factory pay a 2 per cent premium to Fairtrade which goes directly to the farmers.

On the eve of Fairtrade fortnight, Harriss Olsen is concerned about brands which piggyback on the fair trade movement just to sell products.

‘‘We have had issues but they are confidential. I don’t want to name and shame.’’

Food manufacturers are also slapping their own certifications on products, which aren’t checked or scrutinised by a third party.

‘‘It’s like taking home your homework and marking it too,’’ she says.

She advises consumers to check claims, and always ensure a logo like ‘‘ethically produced’’ is genuine, and has been audited by a third party.

Her concerns are backed by All Good co-founder, Chris Morrison, who says: ‘‘There are certifications you can virtually buy. You can put a green frog or a dolphin on anything.’’

‘‘Ethical, natural and sustainable are good words to have on products but what do they mean?

‘‘I’m skeptical about sustainable fisheries. What does sustainable hoki actually mean?’’

While supermarkets here stock recognised organic labels, he says: ‘‘It’s a bit more murky when it comes to ethical or social standards. They seem to accept a wider range of certifications there.’’

They’re calling for Government regulation of terms like sustainable and natural, particularly as Kiwi shoppers are more likely to shop green. A Consumer New Zealand survey this year found that 46 per cent of consumers looked for ‘‘greener’’ products. More than one in three (38 per cent) were prepared to pay extra for them. However, green claims were trusted by less than half (46 per cent) of consumers.

Consumer New Zealand wants some regulation around the system, with a spokesperson saying: ‘‘Consumers are often paying a premium and they need to know if it is worth paying extra.’’