Environmental campaigners accuse UK retailers of boosting meat and dairy sales rather than focusing on net-zero emissions

27 Jul 2023 --- UK supermarkets are caught up in greenwashing, according to a report by the environmental campaign group Feedback. A recent report states that retailers are avoiding taking significant action on the climate impact of their meat and dairy sales and calls for total transparency to show how much climate footprint meat and dairy sales generate.

The Feedback campaign group is now calling for a “clear and realistic” pathway to net zero emissions, including retailers targeting to sell less of their highest-emitting products. It also wants them to “drop promotions” on meat and dairy products immediately, similar to what some retailers have done for products high in fat, salt and sugar (HFSS).

Food Ingredients First has contacted Tesco, Sainsbury’s and Aldi but did not receive a response in time for publication.

Jessica Sinclair Taylor, head of policy at Feedback, says, “Supermarkets make choices all the time, shaping supply and demand. They wield huge influence over what we buy.”

Feedback indicates that retailers are still focused on “boosting meat sales” despite setting net-zero targets.Feedback’s findings claim that retailers are still focused on “boosting meat sales” despite setting net zero targets and pledging to help consumers eat healthier and more sustainably. “This must now change,” asserts Taylor.

The report is based on a scorecard that assesses supermarkets’ climate claims and in-store practices using “twelve indicators” per academic research into common greenwashing strategies.

Tactics cited in the report include “selective disclosure,” where companies disclose some elements of their climate or environmental impact while avoiding discussing more harmful issues or using distraction techniques, such as spotlighting “specific, often ultimately less effective, environmental initiatives.”

What the findings say
Despite adopting climate-friendly marketing, UK supermarkets have not adopted a way to reduce meat and dairy sales, which, based on the report, account for nearly one-third of retailers’ emissions, flags Feedback.

For instance, according to Feedback’s calculations, Tesco’s meat and dairy sales represent “around a third” of its emissions, or around 24.8 million metric tons of CO2 a year, in contrast to the company promoting its growing network of delivery vans, Greener Greens.

Impact on consumer choices
Taylor explains that most people want to make environmentally friendly choices when they can.

“But the fact is that the food environment – everything from prices to advertising – makes it very difficult for shoppers to make properly informed decisions,” Taylor says. “At the moment, supermarkets are hindering, not helping, by promoting green ‘wins’ which have minimal impact, like minor reductions in plastic packaging, while ignoring the much bigger impact of their meat and dairy sales.”

“Customers need accurate information from supermarkets, and other businesses, to be able to properly understand the climate impact of their products and make properly informed choices,” she continues.

Actions taken
Feedback has contacted relevant authorities indicating the “supermarkets’ unsubstantiated climate claims.” This includes a complaint to the ASA (Advertising Standards Authority) about Aldi’s ‘carbon neutral’ claim. It is also pursuing a complaint against Tesco regarding its ‘Greener Greens’ electric delivery vans.Most people want to make environmentally friendly choices “when they can.”

ASA’s new guidance for companies on greenwashing includes advice that environmental claims made “without context” on the company’s broader environmental impact could be classed as greenwashing.

Feedback has also written to the UK’s Competition and Markets Authority.

What can be done?
According to Carina Millstone, executive director of Feedback, if retailers cannot “implement proper net zero plans,” the government will need to step in.

“A new food strategy now needs to be set out detailing how the UK will rapidly reduce consumption of industrially farmed meat and dairy and ensure that retailers play their part with transparency and action to hit their targets,” she underscores.

“Recently, Sainsbury’s announced they would drop all multibuy offers on foods high in fat, sugar and salt – if they can do that, they can also take measures to help customers buy less meat,” states Taylor.

As she puts it, “Ultimately, businesses like supermarkets need strong climate frameworks and regulation which can only come from the government – over the years, we’ve seen that, with repeated climate promises by retailers, but very little concrete action.”

By Insha Naureen