EU marketing standards and sustainability. Issue 4 (11th April 2022)

• Record Type: Journal Article
• Authors: Nes, Kjersti; Ciaian, Pavel
• Is Part Of: Applied economic perspectives and policy. Volume 44:Issue 4(2022)
• Page Start: 1844
• Page End: 1863
• Publication Date: 2022-04-11
• Subjects: EU food policy -- marketing standard -- sustainability; Agriculture -- Economic aspects -- Periodicals; Agriculture and state -- Periodicals; 338.105
• DOI: 10.1002/aepp.13265
• Languages: English
• ISSNs: 2040-5790

Abstract

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.