Organisation now fully compliant with new EmpCo Directive, which comes into effect on 27 September
Agraya has modified its GGN label for certified, responsible farming and supply chain transparency in preparation for the new EU Directive Empowering Consumers for the Green Transition (EmpCo), which comes into effect on Sunday 27 September. EmpCo introduces stricter requirements for environmental claims and sustainability labels in consumer-facing communication to prevent greenwashing.
Agraya said it had worked closely with stakeholders to ensure that the consumer-facing GGN label and its environmental claims comply with the new requirements. Following a review of its consumer claims in early 2026, the organisation updated and consolidated the optional on-pack claims to provide greater clarity and transparency for consumers.
“Where companies choose to use the GGN label claim, they are required to use the approved updated claim wording when applied to product packaging, helping ensure transparent consumer communication at the point of sale aligned with the new EU framework,” Agraya said.
Under EmpCo, sustainability labels are only permitted if they are either established by public authorities or based on certification schemes that meet the directive’s requirements. Self-created sustainability labels that are not based on a qualifying certification scheme or established by public authorities will no longer be permitted.
Generic environmental claims must either meet the directive’s requirements or be clearly and prominently specified in the same medium. The legislation applies to business-to-consumer commercial practices directly connected with the promotion, sale or supply of products in the EU, including imported goods. Therefore, it will affect businesses and supply chains worldwide.
The schemes backing sustainability labels are expected to be openly accessible based on transparent and non-discriminatory criteria; be developed with input from relevant experts and stakeholders; provide clear procedures for managing non-compliance; and rely on independent third-party certification bodies.
The GlobalGAP certification scheme, which forms the foundation of the GGN label, incorporates these key elements required under EmpCo.
“For more than two decades, we have focused on strengthening transparency and trust in global supply chains. EmpCo reinforces how essential clear, traceable, and independently verified information is for consumers. Updating the GGN label claims is a natural step: It sharpens our communication and helps companies present certified farming practices in a credible and understandable way,” said Dr Elmé Coetzer-Boersma, CEO at Agraya.
The new EU requirements for environmental claims and sustainability labels aim to protect consumers from misleading or unclear environmental claims, enabling informed purchasing decisions.
Consumers seeking transparent information about how products are produced can find products carrying the GGN label in retail outlets in 45 countries around the world. Products may carry the following claim: “This product comes from a [farm/aquaculture farm/floriculture farm] that has been independently certified according to international standards that promote responsible farming practices. Learn more about the GGN label and the roots of your product at www.ggn.org.”
The GGN label may also appear on packaging without an accompanying explanatory statement or the above mentioned claim. Because the ggn.org URL and identification number of the relevant producer/supply chain business is featured directly in the label, consumers can easily access information about the label’s certification framework and the origin of their product.
Consumers can find the GGN label on more than 4,300 products from certified agriculture, aquaculture, and floriculture production processes worldwide.
