Green Claims Relating to Carbon

Written by Grace Wardell/Calculator Development Officer

Due to an increasing awareness of climate change, more people than ever are interested in the environmental impact of the products they’re buying. But how many of the claims around carbon are true and how can we trust them? The UK Green Claims Code suggests that 40% of green claims made online could be misleading¹. As a farm business, it is particularly important to ensure that claims made around carbon or greenhouse gas (GHG) reductions and removals are truthful and transparent. Whether you’re being offered ‘low carbon’ fertilisers or want to promote your GHG reductions, navigating green claims can be tricky. 

We know this can feel scary, no one wants to be accused of greenwashing. If you’re looking to make positive environmental claims about your farm, we would advise keeping a record of your working with evidence to back it up. We’ve laid out some key terminology to help get you started with carbon accounting, how you can market it and how you can evaluate the green claims of products you buy.

What are green claims? 

Green claims (also sometimes called ‘environmental claims’ or ‘eco-friendly claims’) are often made by a product or business that claims a benefit to, or a reduced impact on the environment.

Some examples of green claims include: 

• “This product will reduce the carbon footprint of your farm”
• “Company’s environmental footprint reduced by 20% since 2015”
• “CO₂ emissions linked to this product halved as compared to 2020”

How can carbon footprinting help?

Carbon footprinting is the first step to making green claims about your business or a product you’re selling. In order to reliably report changes in GHG emissions, you first have to estimate them. Conducting a carbon footprint can highlight ‘hot spot’ areas in your business which might be emitting more GHGs than you thought. Addressing these ‘hot spot’ areas and reducing emissions associated with them is often an easy first win in the journey to lower emissions, net zero and even financial savings. You can try out our carbon calculator tool, which is free for farmers and growers. You will then need to record your GHG emissions estimate in subsequent years. Once you have evidence of reduced emissions over time, you may want to promote this, for example on a product you sell or as a business. Here are some key terms to get familiar with.

Key terms

Reduced emissions refers to the direct lowering of GHG emissions by adopting more sustainable agricultural practices, technologies, and management strategies. These reductions involve minimising the release of GHGs that occur during conventional farming activities. Looking at ways to reduce GHG emissions is the first recommended step before you seek to make any “green claims”.

Avoided emissions refer to GHG emissions that would have been released into the atmosphere under business-as-usual practices but are prevented through changes in farming methods, land use, or supply chain activities. These emissions reductions do not remove carbon from the atmosphere directly, but rather prevent emissions from occurring in the first place. It’s very similar to “reduced emissions” but it is more hypothetical.

Carbon Removals is the process of actively removing CO₂ from the atmosphere and storing it for a long time, using either technology or nature-based solutions. In a farming context, this is mostly done by natural sequestration of carbon into soils, trees and other biomass. These removals can help offset GHG emissions, making them a critical component of climate change mitigation efforts in agriculture.

Carbon insetting refers to reducing GHG emissions – or increasing carbon storage – within a company’s own supply chain, focusing on sustainability improvements that benefit the company’s own production processes and stakeholders. Whereas carbon offsetting involves reducing GHG emissions – or increasing carbon storage – outside of the companies supply chain, often by purchasing carbon credits from environmental projects, such as tree planting. With carbon offsetting, the reduced emissions, or enhanced carbon storage, occurs elsewhere and is therefore harder to track. Read our detailed explanation of carbon insetting and offsetting on our getting paid for carbon page.  

When entering into any carbon insetting or offsetting agreement, try to ensure there is a clear definition of the project, who is responsible for claiming the GHG reductions and where those reductions are taking place. These principles can ensure there is clear evidence of where GHG reductions are coming from and can help prevent the double counting of emissions reductions.

Assessing green claims on products you buy

You might have come across “Low Carbon” products, one example of this is low carbon fertilisers. Traditional nitrogen-based fertilisers (e.g., ammonia, urea) are energy-intensive to produce, mainly due to the reliance on fossil fuels for the Haber-Bosch process, which converts nitrogen from the air into ammonia. Improvements in technology have now produced Green ammonia, manufactured using renewable energy (solar, wind, hydropower) to generate hydrogen through water electrolysis, instead of using fossil fuels. This significantly reduces the carbon emissions from fertiliser production. Alternatively, Blue ammonia is ammonia still being produced using fossil fuels, but incorporates carbon capture and storage methods to remove CO₂ produced during the process. Blue ammonia still relies on the heavy use of fossil fuels, whereas green ammonia reduces this demand. 

Urease inhibitors are an example of a GHG mitigation product that can reduce ammonia emissions associated with urea fertilisers. Urease enzymes are naturally present in soil and are involved in the process of changing urea into ammonia and carbon dioxide. This means that when urea is applied to soils, a significant loss of nitrogen occurs as ammonia is released into the atmosphere, resulting in air pollution. Urease inhibitors are added to urea-based fertilisers (sometimes known as protected urea) to slow down the enzymatic process, keeping more nitrogen in the form of plant-available ammonium for longer and increasing the fertiliser efficiency. New rules in England (2024) have outlined when unprotected/uninhibited urea can be applied, check out this AHDB article to see how it may affect you.

Another example of a GHG Mitigation product are methane inhibitors for ruminant animals. Methane inhibitors are feed additives designed to reduce methane emissions produced during digestion, specifically in the process known as enteric fermentation. The goal is to prevent or slow down the final step in the fermentation process where methane is produced without harming the animal’s digestion or productivity. A methane inhibitor feed additive (Bovaer by DSM-Firmenich) has been approved for use in the UK that on average claims a 30% reduction in methane emissions for dairy cattle and 45% reduction for beef cattle². It is worth noting that the efficacy of these products can vary across different feeding systems and therefore may not always be a ‘silver bullet’ to reducing methane emissions. 

Provenance

“Farm washing” by big UK supermarkets often leads people to believe that they’re buying products grown on small family farms within the UK, however a lot of this produce originates overseas or from big industrial scale farms.

Riverfords recent ‘Farmers against Farmwashing’ Campaign showed that 74% of shoppers want supermarkets to be transparent about produce and meat that is not British and sourced from abroad. When shoppers were shown a photo of produce in a UK supermarket under a Union Jack flag, 68% of people expected more than half of it to come from a British farm, when in fact, none of it did. 

Supermarkets have been called out before for marketing these fake farm brands that sell imported produce under a fictitious farm name and even a Union Jack flag. As a consumer, you can always check the fine print on produce packaging to see where it originates and don’t just rely on branding.

Case Study: I’ve got a Life Cycle Assessment for a product I buy in, can I use it in my carbon footprint?

For inputs on your farm, you may be buying products that come with their own associated carbon footprint and want to know if you can incorporate this into your business’s carbon footprint. Let’s work through an example.

The feed you buy your dairy cows has a life cycle assessment (LCA) carbon footprint that has been passed onto you by the company selling this product. 

• Always check that the product LCA you have is for exactly the item you have purchased. The functional unit in this example would most likely be for 1 kg feed wheat and not a derivative of that, for example 1kg of white flour. Different products will have different processes involved that generate emissions, we can’t always assume that just because the products are similar, they will have a similar carbon footprint.

Check the methodology of the LCA to understand how it has been generated and what the uncertainties around it are.

For example, the feed wheat claims that it has a negative emissions factor (-1.2 kgCO2e/ kg wheat), i.e. the production of it has sequestered more carbon than it has generated. The LCA claims that this is due to using regenerative practices to grow the wheat which has enhanced soil carbon stocks. However, when you look at the methodology, it lists that carbon sequestration was not measured by direct soil measurements, but was instead modelled with Intergovernmental Panel on Climate Changes (IPCC) methodology Tier 1 approaches (see Box 1). 

• If the product you are buying claims to have a negative emissions value, then the methodology needs to be based on direct soil carbon or GHG measurements on that farm. If a direct measurement of sequestered carbon can be provided, this increases the reliability of the claim and can be passed on to a company which could include it as part of its scope 3 emissions inventory. 
• The choice of methodology will impact the reliability of the results. For example, there are three IPCC tiers to the recommended approaches (see Box 1). If direct soil measurements are taken, this would be a tier 3 approach and is the most reliable method, however the methodology uses a tier 1 (global) approach with estimated carbon stocks. 

Check how the carbon footprint is reported.

• Ensure the carbon emissions are reported separately to any carbon removals the company claims – not just the carbon balance (i.e. emissions – removals). There is a requirement by carbon reporting guidance to separate these two values. It is mandatory to report emissions, but not removals, due to the uncertainty around them. 
• Check the units that it is reported in (usually kg CO2e / kg product) and ensure that this makes sense for the way you will use the product. 
• Has the footprint been validated externally by third party verification? Although this is not absolutely necessary to have a reliable product footprint, it can help add confidence that the methodology has been checked by others. 

If you are satisfied that the LCA has supplied a clear methodology on how the carbon footprint has been calculated, you may wish to include it as part of your scope 3 emissions report. 

Pointers on how to sense check and provide robust environmental claims

The competition and markets authority has set out six principles for businesses to follow when making green claims and provided examples to help you assess green claims³. Here we have summarised the principles with examples:

1. Is the claim truthful and accurate?
   • Check the facts: Verify that the environmental benefit being claimed is backed by credible evidence. Look for data, scientific studies, or certifications that support the claim.
   • Avoid exaggeration: Ensure that the claim reflects the actual impact of the product or service and is not overstating the environmental benefits.

2. Is the claim clear and unambiguous?
   • Does it go beyond using generic phrases like ‘green’ and ‘eco-friendly’ and list the specifics of how it is an improved product? 

3. Does the claim omit or hide important relevant information?
   • This may be hard to know and would probably involve doing a little bit of research around the product and its production methods. 
   • For example, a product with ‘save our seas – these are microbead free’ makes you believe that similar products may contain microbeads – however microbeads are banned in the UK, and therefore shouldn’t be in any of the products!

4. Does the claim make fair and meaningful comparisons?
   • If a product is claiming to be better than others on the market, how has this been assessed? Has the comparison included a wide range of alternative products?

5. Does the claim consider the full life cycle of the product or service?
   • Life cycle assessments show the overall impact of a product from cradle to grave.

6. Is the claim substantiated?
   • An example of a substantiated claim might be: “Our product packaging is made from 100% recycled materials and is fully recyclable. By using recycled materials, we have reduced our packaging-related carbon footprint by 40% compared to virgin plastic packaging. This reduction has been verified through a third-party Life Cycle Assessment (LCA) in compliance with ISO 14040 standards.”

References 

1. UK Government. The Green Claims Code. Available at: https://greenclaims.campaign.gov.uk/. Accessed [07/11/2024].
2. DSM-Firmenich (2024). Bovaer. Available at: https://www.dsm.com/anh/products-and-services/products/methane-inhibitors/bovaer.html. Accessed [07/11/2024]
3. UK Government, Competitions and Market Authority. Making Environmental Claims on Goods and Services. Available at: https://www.gov.uk/government/publications/green-claims-code-making-environmental-claims/environmental-claims-on-goods-and-service Accessed [07/11/2024]