Mash Direct launches eco-labelling system

Mash Direct has partnered with non-profit organisation Foundation Earth to launch a new eco-labelling system for its packaging.  

The initiative is set to use the sustainability organisation’s “traffic light” system on the food manufacturer’s products, which will display the ecological sustainability of each item at-a-glance.  

The eco-scores will initially be shown on five products, including carrots & parsnip, mashed potato, champ and mashed turnip/swede with an A grade.  

Its colcannon/bubble and squeak range will come with a B grade ranking.  

According to Mash Direct, the traffic-lights system analyses the entire life-cycle of a product instead of using secondary data to estimate the ecological impact of a whole product group, which will “allow customers to directly compare the sustainable credentials of two competitor products.”  

READ MORE: 20% ditch brands over eco-worries, research reveals

It is also set to roll out the scores to its other products in 2022 as part of its wider series of sustainability targets.  

The food producer said that the scheme will help consumers make more sustainable choices in their purchases and “drive change” across the industry. 

“The way we all behave must change in the face of the current climate emergency,” Mash Direct chief executive Jack Hamilton said.  

“Introducing the Foundation Earth scoring system packaging is a hugely important step in our commitment to providing full transparency to our customers and increasing our brand’s sustainability.” 

Foundation Earth chief executive Cliona Howie added: “Mash Direct are one of the first brands to deliver our front-of-pack Eco Impact scores, allowing consumers to quickly and simply understand the impact linked to their food choices. 

“Momentum is building quickly, and scores will start appearing on products from more companies soon.”  

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