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Consumers care about sustainability as long as the claims fit the category, experts say

Greenwashing around sustainability hurts the growth of important initiatives for the environment, society and animal welfare, but when companies make honest, transparent and science-backed claims about their sustainability, consumer trust is not only improved, but their perception of a premium product can potentially increase for brands, Jordan Bar Am, partner, McKinsey & Company, explained to FoodNavigator-USA.
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