More than two hundred different sustainability logos now appear on food products across the European Union, yet there is no single benchmark that allows shoppers to compare them.

Criticism of the current system

Auditors, academics and consumer groups have repeatedly criticised the fragmented labelling regime. A 2024 report by the European Court of Auditors highlighted that many claims – including terms such as natural and organic – lack verifiable evidence. An accompanying audit concluded that the sheer number of unverified logos misleads shoppers and erodes confidence in genuinely eco‑friendly items.

Information gaps on the pack

Research coordinated by Wageningen University indicates that most product packages do not contain any sustainability information at all, leaving consumers without comparable data to assess the carbon footprints of different foods.

Calls for a uniform label

Representatives of WWF Italy argue that a uniform, science‑based label would empower consumers and push producers to measure and disclose their impact more transparently. The organisation also leads an effort to broaden sustainability metrics to cover soil health, biodiversity and micro‑plastic contamination.

National pilots and consumer uncertainty

France launched a pilot in 2021 that displays an estimated environmental cost on selected products, providing a glimpse of how a single score might work. However, a German consumer study from 2026 reported that shoppers remain uncertain when certified scores appear alongside a multitude of unverified symbols.

Small producers’ concerns

Small and family‑run producers warn that a pan‑EU labelling system could impose heavy administrative and financial burdens, especially given the cultural and linguistic preferences that differ across member states.

Widespread mistrust

A qualitative survey covering thirteen European countries found widespread mistrust of health and sustainability claims on food, echoing the sentiment of consumers who feel better seeing a “bio” or “green” logo but recognise that it often means little.

Research initiatives funded by the EU

The European Union is funding two research initiatives aimed at clearer labelling. The Eco Food Choice Project, coordinated by France’s Agency for Ecological Transition, is developing a method to collect lifecycle data and assign an environmental score to food items. Early testing will examine whether these scores influence purchasing behaviour. Koen Boone, research coordinator at Wageningen University and a participant in the project, stresses that authorities, retail buyers and the financial sector must also make informed, sustainable decisions for the transition to succeed.