ReGrained founder: Trust, but verify, when it comes to climate-friendly claims
The key – as more brands tap into consumer interest in reducing the environmental impact of the packaged foods and beverages they buy – is ensuring that claims are underpinned by hard data and, where relevant, third party certifications, said Daniel Kurzrock at ReGrained, which has developed proprietary techniques to upcycle spent grains from brewing.
“That’s where the upcycled certification is really important to verify that companies are not just greenwashing because that side of it is the biggest risk, in my opinion, for being co-opted for marketing purposes as opposed to authentic impact, which is the risk with everything with sustainability.”
