New Shades of Green

Sustainability, carbon footprint, biodegradable, free-range, fair trade, food miles, wild-caught, locally grown, and organic—the fast-emerging wave of green consumerism has morphed into a series of multifaceted and emotionally charged issues. And they’re bringing new opportunities—and problems—to food and beverage marketers. In 2007, Consumer Reports identified 147 eco-labels in use on food labels in the United States.

But despite half of U.S. consumers wanting earth-friendly foods in the 1990s, …