Going Green

When we talk about going green, this bespoke packaging for Green Kitchen Preserves ticks all the boxes. Made from corrugated cardboard, it can be widely recycled and it is made with a high percentage of recycled fibres.

Inside these boxes sit recyclable glass jars, containing a delicious range of jams, chutneys and pickles. The ingredients are largely allotment-grown produce. Picked through the seasons, when it is fresh and full of flavour, it is skillfully transformed into handmade condiments. There is no wasting this fruit or veg!

In keeping with the company name and ethos, the boxes are printed green.

The colour green is associated with plants, nature and natural products. When consumers see green packaging, we connect the product with freshness, growth and renewal. We see a green label or boxes and there is an assumption that the product is environmentally friendly.

Greenwashing: Packaging Under Scrutiny

In a world where consumers are actively seeking out environmentally responsible brands, opting for green packaging is a popular choice. Unfortunately, not all brands can back this up with genuine eco-credentials. There are too many cases of consumers are being misled by packaging colour, half-truths and false claims.

To address this ‘greenwashing’ the Advertising Standards Agency (ASA) has just published a code for brands. They are also taking action to regulate companies who are not being honest and transparent when making environmental claims about their products or packaging.

Businesses will have to stand up to scrutiny. They will need to provide evidence and data to support statements such as ‘greener’ and ‘more energy efficient’. Don’t risk losing consumer trust and brand reputation by greenwashing. Help shoppers to make informed choices through clear information on your packaging design and be a champion of the circular economy.