OF&G (Organic Farmers & Growers) has welcomed the new guidelines from the Advertising Standards Authority (ASA) on making unsubstantiated claims for regenerative farming outcomes.

By setting out a series of ‘do’s and don’ts’ when articulating the benefits of ‘regen’, OF&G chief executive, Roger Kerr believes the guidelines represent a significant step toward greater clarity within the food supply chain.

“Sustainability claims on food products are increasingly influential in consumer decision-making, so the need for absolute transparency and accuracy in marketing claims cannot be overstressed,” says Kerr.

“The ASA’s initiative will help ensure this and represents a positive move towards preventing greenwashing through misleading, ambiguous or overstated claims.”

OF&G also see this latest step as an opportunity to reinforce the role of organic farming to shoppers, as a clearly defined food production system with independently assessed, quantifiable outcomes. Organic has been subject to ASA guidance for years, the certifier points out, so meets all the five key criteria proposed in the ASA Guidelines.

Backed by robust, legally enforceable standards that guarantee the integrity of the farming processes involved, Kerr states that organic’s rigorous oversight provides consumers with a level of confidence and trust that others should strive to fulfil.

“For decades organic has consistently delivered evidenced benefits in terms of environmental, animal and human health,” he adds.

“Shoppers increasingly seek products that are produced responsibly, and the integrity and veracity of an organic label enables consumers to make informed choices that align with their values.

“We remain committed to working alongside retailers, other certifiers, and policymakers to empower shoppers with trustworthy information, enabling them to support farming practices that are genuinely beneficial to both people and the planet.”