Voluntary certification marks related to sustainability – in the broadest sense of the term – deserve recognition and equal attention nowadays, awaiting the development of a new paradigm. Some points of reflection.
Voluntary marks
We can well appreciate the voluntary brands governed by European regulations such as the 'organic' logo, the 'eco-label' on non-food consumer goods, the designations that attest to the link of some foods to traditions and territories (so-called 'Geographical Indications', e.g. the DOP, IGP, TSG, and the DOCG, DOC, IGT on wines). As well as private brands, in particular those that guarantee the sustainability of fish products (e.g. 'Friends of The Sea', MSC), those linked to respect for workers throughout the supply chain (SA8000), to the protection of the environment and local communities (e.g. UTZ, 'Friends of Earth', 'Rainforest Alliance'), to 'fair trade'. In addition to international standards such as ISO 14000 (on environmental matters) and ISO 26000 (guidelines for social responsibility, a sort of framework norm).
Monitoring
And monitoring is fundamental for Consumer associations and of NGOs, supporting the control authorities, so that the authentic meanings of these marks are not diminished or betrayed by fraudulent activities. Reporting is needed, the ‘name & shame’, but also exemplary punishments, to prevent isolated cases from undermining consumer trust in the relevant supply chains.
Corporate Social Responsibility
However, one must not lose sight of the overall integrity of companies that sometimes use these and other marks precisely to cover other shortcomings (so-called greenwashing). The paradigm of so-called ‘Corporate Social Responsibility’ – too often abused by corporations responsible for serious offenses, from land grabbing to deforestation and pollution, corruption, violation of union rights – therefore now appears outdated and inadequate to the legitimate expectations of conscious consumers.
Creating shared value
Philip Kotler has recently introduced the concept of CSV, ‘Creating Shared Values’. Since these are values to be shared with communities of stakeholders as broad as possible – tending toward universal values – attributing their ‘creation’ to a single organization does not seem realistic. We therefore prefer to interpret the acronym as ‘Contributing to Shared Values’, and invite our more attentive readers to start a valuable reflection, which may also consider some topics developed around the so-called B-Corps (‘Benefit Corporations’).
(Dario Dongo)
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT – Food Times) and Égalité.
