Fast food brand Chipotle makes claims about the environmental impact of its ingredients, how much food waste is diverted from landfill and how staff waste such as gloves are managed. Are such claims justified?
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The US’s NAD agreed that Chipotle’s CSR report provided a reasonable basis for the aspirational claims about Chipotle’s sourcing practices and that Chipotle had reached a 51% diversion rate from landfills by the end of 2020.
However, it also said that the brand needed to modify its claims about its sustainability programme, Real Foodprint, which informs consumers about how much more environmentally friendly each ingredient in their Chipotle meals is when compared to “conventional” ingredients, to clarify that the metrics are based on an average sustainability assessment.
It also recommended that the Chipotle modify the claim “Reduced Carbon Emissions: From farm to foil, we’re reducing greenhouse gas emissions by optimizing our supply chain, compared to conventional ingredients” to make clear which parts of its supply chain have reduced carbon emissions. Data from third-party HowGood supported water savings and improved soil health claims.
Complaint upheld in part.
Read the full ruling here.
The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.