EU marketing standards and sustainability

Kjersti Nes and Pavel Ciaian

Applied Economic Perspectives and Policy, 2022, vol. 44, issue 4, 1844-1863

Abstract: In 2020, the European Union (EU) introduced the new Green Deal and the Farm to Fork Strategy, an innovative new strategy to make the EU food system sustainable. The review of the EU marketing standards for food products is implemented as part of the Green Deal and the Farm to Fork Strategy. While the deal provides an increased focus on sustainability, the new review of the marketing standards extends to factor in the potential impact of modifying the current standards on sustainability. This article identifies parts of the current marketing standards that may affect various aspects of sustainability and discusses the potential impact and trade‐offs with modifying these elements in the supply chain. To illustrate the implications of marketing standards for sustainability, we focus on three broad case studies: food waste, food chain innovation, and climate conscious consumers.

Date: 2022
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https://doi.org/10.1002/aepp.13265

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