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Published March 2026

Navigating the “Green” Jungle: EU’s new Anti-Greenwashing Laws

When you’re buying a product, do you trust all those labels, logos, and slogans like “recycled,” “natural,” or “environmentally friendly”? It’s a common dilemma in today’s market flooded with sustainability claims. Sometimes, the scepticism towards greenwashing has become so ingrained that even genuinely eco-conscious brands face scrutiny. 

This begs the question: how can consumers distinguish between greenwashing and genuinely sustainable products?


In response to the rising concerns over greenwashing, the European Union (EU) has taken a significant step forward with the implementation of new anti-greenwashing laws. A recent study by the European Commission revealed alarming statistics: more than half of green claims by companies in the EU were found to be “vague, misleading, or unfounded”, with 40% lacking any substantiation.  That’s a lot of smoke and mirrors in the eco-friendly aisle!

The EU has taken note of this confusion and is stepping in with a new set of regulations to tackle the menace of greenwashing. This new directive targets various aspects of greenwashing, including carbon offsetting. It bans claims such as “climate-neutral” or “reduced emissions” when relying solely on offsetting to balance carbon footprints. This move responds to growing doubts about the effectiveness of offsetting programs, which often fall short in mitigating emissions.

Moreover, the directive introduces a harmonized label to highlight products with extended guarantee periods, aligning with the circular economy objectives outlined in the Circular Economy Action Plan. An extended guarantee period means that products that have a longer guarantee are valued and highlighted more. These measures aim to promote transparency and accountability across industries, fostering consumer trust in sustainability claims.

But it’s not just about carbon offsetting and guarantees. The directive also aims to streamline sustainability labels, putting an end to the proliferation of confusing eco-labels that only serve to sow mistrust among consumers. With over 230 different eco-labels currently in use in Europe, it’s no wonder shoppers are feeling overwhelmed and unsure of which ones to trust.

What do these new rules mean for consumers and companies?


Consumer demand for sustainable products is evident, with 75% of Europeans willing to pay more for eco-friendly options. However, navigating the sea of green labels and claims can be overwhelming. The EU’s initiative seeks to empower consumers by requiring manufacturers to substantiate environmental claims with verified data.

For businesses, adapting to the EU’s anti-greenwashing laws presents both challenges and opportunities. While compliance may entail additional costs and scrutiny, it also offers a chance to differentiate themselves in a crowded market. By prioritizing genuine sustainability efforts and transparent communication, companies can build stronger brand loyalty and credibility.

Under the new regulations, generic environmental labels like “eco” or “biodegradable” must be supported by solid evidence of environmental performance. Companies will need to demonstrate compliance with recognized standards, such as ISO 14024 certification or EU Ecolabel criteria. From raw materials to the end of its useful life, companies will need to provide solid, verified data to back up their claims. And it’s not just about words – even pictures or symbols that convey an “environmentally friendly” message will be subject to scrutiny.

So, these new laws are a win-win for both consumers and truly sustainable companies. With clearer labels and more transparency, shoppers can make more informed choices about the products they buy. And for companies that are genuinely committed to reducing their environmental footprint, these regulations level the playing field and ensure that their efforts are recognized and rewarded.

So next time you’re faced with a sea of green claims at the supermarket, remember that help is on the way.

If in doubt — look for the EU organic leaf!


As explained by  IFOAM – Organics in their ORGANIC MOVEMENT’S MANIFESTO

“Organic farming is well known by EU consumers, and it is the only legally defined and certified sustainable food production system. As such, the European Green Deal acknowledges organic agriculture as playing an important role in the transition to a sustainable food system in Europe.”

By making informed choices and supporting genuine sustainable practices, we can combat greenwashing and drive real change in the industry. Let’s use our purchasing power wisely and be vigilant in distinguishing between genuine sustainability and mere marketing ploys. With each conscientious decision, we move closer to a healthier planet and a more sustainable food system for future generations.

Written by Emilia Aguirre

Emilia Aguirre

Emilia Aguirre is our Awareness & Advocacy specialist — which means she spends her days asking the uncomfortable questions about how our food is grown, priced, labeled, and sold. She hosts What The Field?!, a podcast packed with stories from the ground, hard-hitting research, and conversations with the people shaping the future of food (whether they like it or not).

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The story of Europe’s almonds

Almonds (Prunus dulcis) have been part of Mediterranean agriculture for centuries. They likely arrived in Europe through trade routes from the Middle East and Persia more than 2,000 years ago, flourishing in dry, sunny regions.Today, Spain is by far the largest European producer, responsible for about 70–80% of the EU’s almond output. They are followed by Italy, Portugal, Greece, and France. The main Spanish regions are Andalusia, Murcia, Valencia and Castilla-La Mancha, where the combination of mild winters and hot, dry summers suits the almond tree perfectly.Most almonds are grown on dry, rocky soils, often on hillsides. These conditions are ideal for rain fed cultivation (the traditional Mediterranean method) which relies almost entirely on natural rainfall.The life cycle of an almond treeAn almond tree starts bearing fruit around its third or fourth year, but only reaches full production after seven to eight years. Once mature, it can produce for up to 40 or 50 years.The cycle begins with blooming in late winter, when pink or white flowers appear before the leaves. Pollination is crucial and typically depends on bees. By spring, the fruit (the almond hull) forms around the shell.Harvest usually takes place between August and October, depending on the region and the variety. When the hull dries and splits open, farmers shake the trees, either manually or with mechanical shakers, to make the almonds fall. They are then dried, hulled, and sometimes shelled before storage or sale.After the harvest, the trees are left to rest. They will soon begin to lose their leaves and enter their winter dormancy, which is an ideal moment for pruning.Water and almonds: not always a thirsty cropAlmonds have gained a reputation for being water-intensive, largely because of crops coming from California, which produces around 80% of the world’s almonds and depends heavily on irrigation.But in Europe, the picture is different. Many farmers in Spain, Italy, and Portugal grow almonds under rain fed (dryland) conditions, using the rainfall typical of the Mediterranean climate. This means the trees adapt to water scarcity, producing smaller but more flavourful nuts.In irrigated systems, farmers use drip irrigation or regulated deficit irrigation, providing water only at critical stages like flowering or kernel development. These methods help balance yield stability with water conservation.The almond market: a global storyGlobally, almond production is dominated by California, followed by Australia and the Mediterranean basin. Europe imports the majority of its almonds, mainly from the United States, which accounts for around 60–70% of the almonds consumed in the EU.Spain exports part of its production, especially high-quality local varieties like Marcona and Largueta, which are prized by pastry chefs and confectioners. However, Europe as a whole remains a net importer as demand for almonds continues to outpace local production.While California focuses on high-volume, standardised kernels, European almonds often highlight flavour diversity, traditional varieties, and origin, catering to premium and traceable markets.How to store and enjoy almondsAlmonds keep best when stored in cool, dry, airtight conditions, away from light and humidity. Whole, unpeeled almonds keep their nutrients longer thanks to their natural skin, which contains antioxidants and fibre.Different formats include: With shell: longest shelf life, natural protection. Shelled with skin: rich in fibre and polyphenols, great for snacking. Blanched (skin removed): smoother texture, ideal for baking. Sliced, ground, or roasted: convenient but shorter shelf life,  best consumed within a few months. For longer storage, almonds can be kept in the refrigerator or freezer, which helps preserve their oils and prevent rancidity. Conclusion: a timeless crop with many tastesAlmonds are part of Europe’s agricultural and culinary heritage. Their story is one of adaptation, to climate, to landscape, and to taste.Next, discover four traditional almond recipes from across Europe, from Spanish “Tarta de Santiago” to German Gebrannte Mandeln, French Tarte Amandine and Italian Pizzicotti.  

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