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EU marketing standards and sustainability

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  • Kjersti Nes
  • Pavel Ciaian

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.

Suggested Citation

  • Kjersti Nes & Pavel Ciaian, 2022. "EU marketing standards and sustainability," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(4), pages 1844-1863, December.
    • Handle: RePEc:wly:apecpp:v:44:y:2022:i:4:p:1844-1863
    DOI: 10.1002/aepp.13265
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    Cited by:

    1. Kjersti Nes & Federico Antonioli & Pavel Ciaian, 2024. "Trends in sustainability claims and labels for newly introduced food products across selected European countries," Agribusiness, John Wiley & Sons, Ltd., vol. 40(2), pages 371-390, April.
    2. Schulze, Christoph & Matzdorf, Bettina & Rommel, Jens & Czajkowski, Mikołaj & García-Llorente, Marina & Gutiérrez-Briceño, Inés & Larsson, Lina & Zagórska, Katarzyna & Zawadzki, Wojciech, 2024. "Between farms and forks: Food industry perspectives on the future of EU food labelling," Ecological Economics, Elsevier, vol. 217(C).
    3. Claudia Coral & Dagmar Mithöfer, 2023. "Contemporary narratives about asymmetries in responsibility in global agri-food value chains: the case of the Ecuadorian stakeholders in the banana value chain," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 1019-1038, September.

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