The regulatory landscape for environmental claims is becoming increasingly complex and inconsistent in the United States, presenting significant potential legal and reputational risks for brands attempting to market their packaging as environmentally friendly.

Consumers are willing to pay more for food that has been produced via sustainable processes and with a reduced environmental impact. A large-scale US survey, that questioned strawberry consumers on aspects of sustainable food production, suggests that food producers could benefit from increased premiums if product ecolabels were to advertise specific environmental virtues.