How to Spot Greenwashing on Food Labels

You've seen them in every aisle: "All Natural," "Non-GMO," "Made with Real Ingredients," and "Heart Healthy." These claims are plastered across cereal boxes, snack bars, and juice bottles in bright, friendly fonts. They are designed to make you feel good about putting the product in your cart.

But often, these claims are examples of greenwashing — a marketing tactic used to make products appear healthier, more natural, or more eco-friendly than they actually are. In the food industry, greenwashing is a multi-billion dollar strategy to keep you from flipping the package over to read the ingredient list.

What is Greenwashing?

Greenwashing occurs when a company spends more time and money marketing itself or its products as healthy or environmentally friendly than on actually ensuring they are. It exploits consumers' desire to make healthier choices by using vague, unregulated, or misleading terms.

Common Greenwashing Tactics on Food Labels

Here are the most common ways food companies mislead you on the front of the package, and how to spot them.

1. The "Natural" Trap

This is the most common greenwashing tactic. The word "natural" sounds great, but it has no legal definition from the FDA for food labeling. A product labeled "all natural" can still contain high-fructose corn syrup, GMOs, pesticides, and highly processed ingredients. Unless the product is certified organic, "natural" means nothing.

2. Highlighting One Good Ingredient

"Made with Real Fruit!" or "Contains Whole Grains!" are classic examples. A fruit snack may contain a tiny amount of fruit puree concentrate but be primarily composed of sugar and artificial dyes. Always check the ingredient list to see where that "good" ingredient actually falls. Remember, ingredients are listed by weight.