Sinclair’s Duncan Jones discusses sustainability claims, consumer understanding, and the value of transparency and clarity
Sustainability claims are everywhere in fresh produce. Why is compostability such a challenging area?
Duncan Jones: Compostability sounds simple, but in practice it’s one of the most complex areas of sustainability communication. Terms like ‘eco‑friendly’, ‘green’ or even ‘compostable’ are widely used, yet they can mean different things depending on the context.
What’s challenging is that these terms often originate in technical or B2B discussions but are then interpreted by consumers without that background. That gap between intent and understanding is where confusion – and often unintended greenwashing – can occur.
What are you seeing when it comes to consumer understanding?
DJ: Many consumers genuinely want to do the right thing, we all do, but sustainability language doesn’t always help them.
A word like ‘compostable’ can leave people wondering where something should go, what type of composting applies, or whether it’s appropriate for their local system. Because of that, we’re seeing a move away from descriptive claims and towards clearer, instruction‑based messaging on packaging – for example, “dispose in compost” on a fruit label. It’s more practical and removes some of the guesswork for shoppers.
You can only give consumers clear instructions if you’re confident they’re correct. That confidence has to come from earlier decisions made by retailers, growers and brand owners, and it needs to be grounded in evidence.
In the case of Sinclair-T55, independent certification from TÜV Austria, Din Certo and ABA underpins compliance to internationally recognised composting standards.
Independent product certification plays such an important role verifying that end-of-life performance meets recognised composting standards, replacing subjective language with something concrete.
How does Sinclair approach sustainability claims?
DJ: We see transparency as an ongoing process, not a one‑off statement. Even when intentions are good, claims need to be handled carefully. If something can’t be clearly supported by data, recognised standards and testing, it’s important to refine the language or narrow the claim.
That approach helps avoid over‑promising and makes conversations with customers clearer and more straightforward. It also makes it easier to distinguish between what’s been verified today and what remains a future ambition.
Who benefits most from this level of clarity?
DJ: Everyone. Retailers can reduce ‘shelf‑edge’ risk, growers avoid uncertainty in operations, and brand owners protect long‑term credibility. Most importantly, consumers get messaging they can understand and act on.
Any final thoughts?
DJ: Sustainability expectations will continue to rise, and so will scrutiny and complexity – via legislation and regulatory frameworks. In that environment, clarity is incredibly valuable.
When claims are grounded in evidence and supported by robust certification, it becomes much easier to communicate responsibly upstream and downstream – thereby helping everyone make better, more informed choices.
