EU regulations cause uncertainty for regional food labels in Germany

New European Union regulations, specifically the Empowering Consumers for the Green Transition (EmpCo) Directive, are causing uncertainty within the food industry in northeastern Germany. Industry representatives from Mecklenburg-Vorpommern and Brandenburg warn that new rules intended to prevent ‘greenwashing’ may inadvertently turn truthful regional origin claims into legal risks.

While factual statements regarding origin are not banned, concerns arise if such labels are interpreted as claims of environmental benefits. Tobias Blömer, chairman of the Marketinggesellschaft der Agrar- und Ernährungswirtschaft Mecklenburg-Vorpommern (AMV), noted that companies are already removing regional seals, such as ‘Natürlich aus MV’, due to fears of legal warnings.

Both the AMV and the agricultural marketing association Pro Agro have issued a joint statement arguing that regional origin should not become a legal liability. They warn that if smaller producers stop using these labels to avoid litigation, they will lose visibility and retailers will lose a key tool for consumer orientation.