The need for more sustainable markets has become a critical issue in our economies and societies. Consumers are increasingly concerned about the impact their consumption has on the environment and on communities across the world. Given that the agricultural sector is a vital part of the European economy and its evident impact on the environment, a more sustainable agri-food supply chain will play a key role in achieving the EU’s environmental and climate goals. Initiatives promoting real and substantive sustainability gains are thus to be strongly welcomed.

However, the burden of this transition must not fall on consumers alone. The risk of harm to consumers by overburdening them with unjustified price increases and through greenwashing or hampering more far-reaching sustainability improvements should not be underestimated. Consumers must be able to make sustainable choices with confidence.