{"id":58876,"date":"2023-03-22T18:46:31","date_gmt":"2023-03-22T05:46:31","guid":{"rendered":"https:\/\/www.greenpeace.org\/aotearoa\/?p=58876"},"modified":"2024-07-11T12:32:05","modified_gmt":"2024-07-11T00:32:05","slug":"changing-markets-report-fonterra-greenwash","status":"publish","type":"post","link":"https:\/\/www.greenpeace.org\/aotearoa\/press-release\/changing-markets-report-fonterra-greenwash\/","title":{"rendered":"International report shines a spotlight on Fonterra\u2019s greenwash"},"content":{"rendered":"\n<p>A new international report called \u2018<a href=\"http:\/\/changingmarkets.org\/wp-content\/uploads\/2023\/03\/Feeding-Us-Greenwash-web.pdf\">Feeding Us Greenwash: An analysis of misleading claims in the food sector\u2019<\/a> outlines over 50 examples of greenwashing from across the global food sector \u2013 with a specific emphasis on meat and dairy and New Zealand dairy giant Fonterra has not escaped scrutiny.&nbsp;<\/p>\n\n<p><a href=\"https:\/\/greenwash.com\/brands\/fonterra\/\">Fonterra has been called out<\/a> for its \u2018Simply Milk\u2019 product line which has a brand identity focused around its \u2018Carbon Zero\u2019 claim, based entirely on ineffective carbon offsetting.&nbsp;<\/p>\n\n<p>Greenpeace Aotearoa says that this is an embarrassment for Fonterra, and for New Zealand which prides itself on being a \u2018clean green\u2019 producer.<\/p>\n\n<p>\u201cFonterra has been named New Zealand\u2019s biggest polluter two years running, and is responsible for 16% of the country\u2019s emissions. Instead of cynical greenwash, we need to see Fonterra taking meaningful action to cut methane emissions,\u201d says Greenpeace Aotearoa climate campaigner, Christine Rose.<\/p>\n\n<p>\u201cWe have largely won the fight against outright climate denial, but the new, and more insidious threat is greenwash where companies and governments disguise inaction as action.&nbsp;<\/p>\n\n<p>\u201cWe can see it here with Fonterra and we\u2019ve seen it with this Government trying to pass off ineffectual proposals like He Waka Eke Noa as climate action. Greenwash is dangerous and has to be called out.\u201d<\/p>\n\n<p>Fonterra was highlighted in the report as one of fourteen meat and dairy companies from around the globe actively greenwashing their products with false claims of climate friendly production. Their <em>Simply Milk<\/em> product line was presented as \u201cNew Zealand\u2019s first Carbon Zero milk\u201d &#8211; despite achieving a total emissions reduction of only 2.4% per bottle, meaning the majority of their emissions were not in fact reduced, and instead were offset elsewhere.<\/p>\n\n<p>\u201cOffsetting emissions is unreliable and difficult to measure, and advertising milk as \u201ccarbon zero\u201d intentionally misleads people, who trust that it means real reductions in emissions. It\u2019s classic greenwash.\u201d<\/p>\n\n<p>\u201cMethane pollution from intensive dairy is superheating the climate, far worse than carbon dioxide, and we need real action to reduce these, not more false advertising,\u201d says Rose.<\/p>\n\n<p>Last week, Greenpeace activists took action at Fonterra\u2019s head office, to \u201creturn to sender\u201d the flood-damaged remains of household items destroyed by recent climate-charged storms. Greenpeace said at the time that, as one of the world\u2019s biggest dairy methane emitters, Fonterra was culpable for the devastation caused by the recent storms.<\/p>\n\n<p>\u201cAs we\u2019ve just seen in the IPCC report, emissions are continuing to rise, particularly in New Zealand, and industrial dairy is a key player in that,\u201d says Rose. \u201cClimate change is putting all that we know and love at risk. The government must act now to regulate the dairy industry by bringing it into the Emissions Trading Scheme, and move to reduce cow numbers and cut synthetic nitrogen fertiliser, to protect our planet and ensure a safe and stable climate for years to come.\u201d<\/p>\n\n<p>The Feeding Us Greenwash investigation by Changing Markets revealed an array of green claims in the food sector that are being placed even on the most carbon-intensive food products, such as dairy and beef, and greenwashing by huge meat and dairy corporations that are responsible for outsized greenhouse gas emissions.&nbsp;<\/p>\n\n<p>The report recommends that in addition to cracking down on greenwash, governments must ensure meat and dairy companies reduce their climate footprint by setting binding climate targets and reporting &#8211; including methane.<\/p>\n\t\t\t<section\n\t\t\tclass=\"boxout post-16603 \"\n\t\t\t\n\t\t>\n\t\t\t<a\n\t\t\t\tdata-ga-category=\"Take Action Boxout\"\n\t\t\t\tdata-ga-action=\"Image\"\n\t\t\t\tdata-ga-label=\"n\/a\"\n\t\t\t\tclass=\"cover-card-overlay\"\n\t\t\t\thref=\"https:\/\/www.greenpeace.org\/aotearoa\/petition\/petition-cut-climate-emissions-from-big-dairy\/\" \n\t\t\t><\/a>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\t\tsrc=\"https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-1024x678.jpg\"\n\t\t\t\t\t\tsrcset=\"https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-600x397.jpg 600w, https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-1024x678.jpg 1024w, https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-768x509.jpg 768w, https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-1536x1017.jpg 1536w, https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-2048x1356.jpg 2048w, https:\/\/www.greenpeace.org\/static\/planet4-aotearoa-stateless\/2021\/06\/e3cbbda9-istock-540374954-510x338.jpg 510w\"\n\t\t\t\t\t\tsizes=\"(min-width: 1000px) 358px, (min-width: 780px) 313px, 88px\"\n\t\t\t\t\t\talt=\"\" title=\"\"\n\t\t\t\t\/>\n            \t\t\t<div class=\"boxout-content\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\tclass=\"boxout-heading medium\"\n\t\t\t\t\t\tdata-ga-category=\"Take Action Boxout\"\n\t\t\t\t\t\tdata-ga-action=\"Title\"\n\t\t\t\t\t\tdata-ga-label=\"n\/a\"\n\t\t\t\t\t\thref=\"https:\/\/www.greenpeace.org\/aotearoa\/petition\/petition-cut-climate-emissions-from-big-dairy\/\"\n\t\t\t\t\t\t\n\t\t\t\t\t>\n\t\t\t\t\t\tPETITION: Cut climate emissions from Big Dairy\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"boxout-excerpt\">Join our call on the Government to go further than the Climate Commission&#8217;s inadequate recommendations and cut climate pollution from NZ&#8217;s biggest polluter: industrial dairying.<\/p>\n\t\t\t\t                                    <a\n                        class=\"btn btn-primary\"\n                        data-ga-category=\"Take Action Boxout\"\n                        data-ga-action=\"Call to Action\"\n                        data-ga-label=\"n\/a\"\n                        href=\"https:\/\/www.greenpeace.org\/aotearoa\/petition\/petition-cut-climate-emissions-from-big-dairy\/\"\n                        \n                    >\n                        Take Action\n                    <\/a>\n                \t\t\t<\/div>\n\t\t\t\t\t<\/section>\n\t","protected":false},"excerpt":{"rendered":"<p>Fonterra has been called out for its \u2018Simply Milk\u2019 product line which has a brand identity focused around its \u2018Carbon Zero\u2019 claim, based entirely on ineffective carbon offsetting.\u00a0<\/p>\n","protected":false},"author":73,"featured_media":58880,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_planet4_optimize_post_is_variant":false,"_planet4_optimize_experiment_name":"","_planet4_optimize_variant_name":"","ep_exclude_from_search":false,"p4_og_title":"","p4_og_description":"","p4_og_image":"","p4_og_image_id":"","p4_seo_canonical_url":"","p4_campaign_name":"","p4_local_project":"","p4_basket_name":"","p4_department":"","footnotes":""},"categories":[10],"tags":[16],"p4-page-type":[7],"class_list":["post-58876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-greenpeace","tag-climate","p4-page-type-press-release"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>International report shines a spotlight on Fonterra\u2019s greenwash<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.greenpeace.org\/aotearoa\/press-release\/changing-markets-report-fonterra-greenwash\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"International report shines a spotlight on Fonterra\u2019s greenwash\" \/>\n<meta property=\"og:description\" content=\"Fonterra has been called out for its \u2018Simply Milk\u2019 product line which has a brand identity focused around its \u2018Carbon Zero\u2019 claim, based entirely on ineffective carbon offsetting.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.greenpeace.org\/aotearoa\/press-release\/changing-markets-report-fonterra-greenwash\/\" \/>\n<meta property=\"og:site_name\" content=\"Greenpeace Aotearoa\" \/>\n<meta property=\"article:publisher\" 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Rose","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.greenpeace.org\/aotearoa\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e85f244ba9918b29080357967573353fe56f5cb98e425e7cdd334478de484971?s=96&d=blank&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e85f244ba9918b29080357967573353fe56f5cb98e425e7cdd334478de484971?s=96&d=blank&r=g","caption":"Christine Rose"},"description":"Christine Rose was Greenpeace Aotearoa\u2019s lead climate and agriculture campaigner from 2021 up until Dec 2024. Christine grew up on dairy, pig and sheep farms in the Waikato and now lives in rural west Auckland. She has degrees in philosophy and political science (First Class Honours). She was an elected Councillor at rural Rodney District and Auckland Regional Council for fifteen years and served as both Deputy Mayor and Deputy Chair. She has led many successful campaigns locally, regionally and nationally, including community arts and other development, public transport and walking and cycling initiatives and efforts to save M\u0101ui and Hector\u2019s dolphins.","url":"https:\/\/www.greenpeace.org\/aotearoa\/author\/crose\/"}]}},"_links":{"self":[{"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/posts\/58876","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/users\/73"}],"replies":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/comments?post=58876"}],"version-history":[{"count":4,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/posts\/58876\/revisions"}],"predecessor-version":[{"id":58882,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/posts\/58876\/revisions\/58882"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/media\/58880"}],"wp:attachment":[{"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/media?parent=58876"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/categories?post=58876"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/tags?post=58876"},{"taxonomy":"p4-page-type","embeddable":true,"href":"https:\/\/www.greenpeace.org\/aotearoa\/wp-json\/wp\/v2\/p4-page-type?post=58876"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}