PUT YOUR MONEY WHERE YOUR HEART IS

There are hundreds of certification schemes and other initiatives promoting the sustainability of food. That is good news for increased sustainability within the food industry. There is a potential pitfall, though.

The number of different sustainability initiatives is increasing. Besides well-known certification labels such as Fair Trade and Rainforest Alliance, there are also what are known as multi-stakeholder initiatives, in which companies and NGOs meet to consider criteria for making an entire sector more sustainable. The Roundtable for Sustainable Palm Oil is a good example of such an initiative. A similar development can be seen around specific themes, for which codes are being developed such as the SA 8000, which concerns workers' rights. And then there are companies that choose to start their own sustainability initiatives. The coffee giant Starbucks, for instance, started the Starbucks Shared Planet programme.

All of these sustainability labels, codes, programmes, certification schemes and roundtables contribute their share to increased sustainability of the food industry. That is beneficial for our climate, for the billions that work in agriculture and for the poorer countries, as fairer trade allows them to develop in a sustainable way.

However, we all know that the multitude of initiatives can also be confusing. Consumers complain that they can't see the wood for the trees. As it stands, nobody knows which logo means what anymore, with the consequence that some concerned consumers might throw in the towel altogether.

Obviously it would be terrible if these good intentions end up overshooting the mark in such a way. What can we do to make sure that sustainability certifications are an effective tool for people who want to put their money where their heart is?

Emma Herman