Eat Europe, together with civil society organisations, farmers’ associations and consumer representatives, has launched a joint initiative to call for greater transparency in the agri-food sector and to counter misleading claims and practices that risk confusing consumers, policymakers and market operators.

At the heart of the initiative lies a simple principle: consumers have the right to receive clear, verifiable and science-based information about how the food they purchase is produced. Sustainability commitments must not be reduced to marketing slogans or vague definitions that conceal practices delivering no real environmental, social or economic benefits. Policies are needed that strengthen consumer trust — starting with clear labelling of product origin and transparent information on the degree of processing and reformulation of food products — while ensuring fair competition and reinforcing European food sovereignty.

The organisations involved express concern over the growing use of claims associated with so-called “regenerative agriculture”, often promoted without shared criteria, independent verification or reference to recognised standards. In some cases, highly impactful agricultural practices are presented as “regenerative” on the basis of limited or cosmetic measures, creating confusion and undermining consumer trust.

“We cannot accept a situation in which value created by farmers is appropriated by large food multinationals that increase profits at the expense of both producers and consumers. Sustainability must not become a marketing tool used to concentrate economic value away from primary production, leaving farmers to bear the costs of transition while consumers are presented with incomplete or misleading information,” stated Luigi Scordamaglia, President of Eat Europe.

This initiative represents one step in a broader journey, aimed at bringing together all those who believe that farmers must be the starting point for guaranteeing food security, high-quality production and vibrant rural communities across Europe. There are no shortcuts to sustainability: the transition must be built on the daily work of farmers, the value of agronomic knowledge, innovation, and the capacity of rural communities to protect and regenerate their territories.

Across Europe, millions of farmers and food-chain actors are already building resilient, diversified and locally rooted production systems that combine tradition and innovation, animal welfare, food quality, cultural heritage and environmental responsibility. These efforts deserve to be recognised, supported and rewarded throughout the value chain.

“There are two types of food-processing companies. On the one hand, there are those that are committed to agricultural production over the long term and support supply-chain agreements that strengthen the economic, social, and environmental sustainability of food systems. On the other hand, there are multinational corporations that fail to recognize the added value of agricultural production and believe that an unregulated form of globalization allows them to source products wherever prices are lowest, even at the expense of environmental, social, and food safety standards,” concluded Luigi Scordamaglia.

Eat Europe firmly embraces the first approach. This initiative, developed in partnership with leading organizations that share the same values and vision, is a clear demonstration of that commitment.