In talking to clients about the perils of greenwashing, I’m often asked for examples of environmental / eco claims that just don’t stack up.

Well, one bus journey and an ill-advised poster campaign later, I have the perfect example of greenwashing.

The offending advert was for an independent food retailer, which claimed only to source local produce in a bid to keep food miles to a minimum and therefore maintain a negligible carbon footprint. What’s wrong with that, you say? Sounds like an admirable business model to me, you think?

Four words…

“Locally-ground coffee beans.”

Need I say more?

Add it!