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What’s in a label? Separating credible eco-labels from “greenwash”

For companies looking to bolster their green credentials, choosing the right eco-label is far from straightforward

Perhaps you’ve had this experience: you walk into your local coffee shop and mull the options. The barista gestures to the different roasts available. Somewhere below the name of the roast are a plethora of colourful eco-labels proclaiming the coffee to be Fairtrade, USDA Organic, Rainforest Alliance, or Bird-Friendly certified. You may pause and wonder to yourself “do any of these labels really mean anything?” Does opting for one blend over another actually help to preserve the rainforest, improve worker wages, or keep toxic chemicals out of the food chain?

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