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Marketing Support & Communication

Effective communication of your Eaternity Score builds consumer trust, drives purchase decisions, and strengthens brand reputation. This guide provides approved messaging, claim guidelines, and marketing strategies to maximize the impact of your environmental credentials.

Approved Environmental Claims​

Star Rating System

The consumer star rating corresponds to the A-E rating system: ⭐⭐⭐ = A rating, ⭐⭐ = B rating, ⭐ = C-E rating.

What You CAN Say​

3-Star Products (A Rating): ✓ "Excellent environmental impact - Eaternity Score ⭐⭐⭐" ✓ "Among the most sustainable [product type] available" ✓ "Significantly better than category average" ✓ "35% lower climate impact than typical [product]" (if true)

2-Star Products (B Rating): ✓ "Good environmental performance for our category" ✓ "Eaternity Score ⭐⭐ - Good environmental choice" ✓ "Better than average environmental standards"

1-Star Products (C-E Rating): ✓ "Eaternity Score ⭐ - Committed to improvement" ✓ "Transparent environmental assessment" ✓ "Working to reduce our environmental impact"

What You CANNOT Say​

❌ "Carbon neutral" (unless separately verified carbon offset program) ❌ "Zero environmental impact" (all products have some impact) ❌ "Most sustainable product in the world" (unless substantiated) ❌ "Better than [specific competitor]" (without their consent) ❌ "Eco-friendly" (too vague, use specific scores) ❌ "Green product" (without specific environmental data)

Comparative Claims​

Allowed (with substantiation): ✓ "35% lower climate impact than category average" ✓ "Uses 40% less water than typical [product type]" ✓ "Improved environmental performance by 20% since last year"

Requirements:

  • Specific percentage backed by Eaternity data
  • Category defined (pasta sauce, not "all food")
  • Timeframe specified (if year-over-year)
  • Documentation available on request

Communication Channels​

Packaging​

Front of Pack:

Recommended Message:
┌───────────────────────────────┐
│  ⭐⭐⭐                       │
│  Eaternity Score              │
│  Top 20% Environmental Impact │
└───────────────────────────────┘

Alternative (minimalist):
┌───────────────────┐
│  ⭐⭐⭐           │
│  Eaternity        │
└───────────────────┘

Back of Pack:

Detailed Panel:
┌────────────────────────────────────────┐
│  OUR ENVIRONMENTAL COMMITMENT          │
│                                        │
│  This product has been assessed by     │
│  Eaternity using comprehensive Life    │
│  Cycle Assessment (LCA) methodology.   │
│                                        │
│  Climate Impact: 0.65 kg CO₂eq         │
│  35% below category average ✓          │
│                                        │
│  Water Use: 95 liters                  │
│  28% below category average ✓          │
│                                        │
│  Full report: [QR CODE]                │
│  eaternity.org/score/ABC123            │
└────────────────────────────────────────┘

Website​

Product Page Integration:

Hero Section:

<div class="product-hero">
  <h1>Organic Tomato Basil Pasta Sauce</h1>
  <div class="badges">
    <span class="badge eaternity">⭐⭐⭐ Eaternity Score</span>
    <span class="badge organic">EU Organic</span>
  </div>
  <p class="sustainability-headline">
    In the top 20% for environmental performance
  </p>
</div>

Sustainability Tab:

Tab Content:
┌─────────────────────────────────────────┐
│  SUSTAINABILITY                         │
├─────────────────────────────────────────┤
│                                         │
│  [3-STAR BADGE]  Eaternity Score        │
│                                         │
│  Our commitment to transparency         │
│  This product has been independently    │
│  assessed for environmental impact      │
│  across the entire lifecycle.           │
│                                         │
│  Climate Impact: 0.65 kg CO₂eq          │
│  vs. category average: -35% ✓           │
│  Equivalent to: 1.6 km driving          │
│                                         │
│  Water Use: 95 liters                   │
│  vs. category average: -28% ✓           │
│                                         │
│  Animal Welfare: N/A (plant-based)      │
│  Rainforest Protection: A Rating ✓✓     │
│                                         │
│  [Download Full Report PDF]             │
│  [View Methodology]                     │
│  [Compare to Other Products]            │
└─────────────────────────────────────────┘

Social Media​

Instagram Post Template:

[PRODUCT PHOTO with badge visible]

Caption:
🌍 Proud to share our Eaternity Score: ⭐⭐⭐

Our [product name] ranks in the top 20% for
environmental performance in its category.

What makes it sustainable?
✓ 35% lower climate impact than average
✓ Responsibly sourced ingredients
✓ Renewable energy in production

Every choice matters. Choose products that
are good for you AND the planet. 🌱

Learn more: [link]

#Sustainability #EcoFriendly #EaternityScore
#ClimateAction #ResponsibleConsumption

LinkedIn Post:

We're proud to announce that our [Product]
has earned a 3-star Eaternity Score! ⭐⭐⭐

This independent environmental assessment
confirms our product is in the top 20% for
sustainability in its category.

Why we invested in Eaternity Score:
1. Transparency builds trust
2. Science-based environmental claims
3. Regulatory compliance (EU Green Claims)
4. Continuous improvement tracking

Key impact highlights:
• 35% lower climate impact
• 28% less water use
• Sustainably sourced ingredients
• Renewable energy in production

Our sustainability journey continues.
Read the full report: [link]

#CorporateSustainability #ESG #FoodIndustry
#LifeCycleAssessment #ScienceBasedTargets

Twitter/X:

🌍 ⭐⭐⭐ Eaternity Score achieved!

Our [product] is in the top 20% for
environmental performance.

35% lower climate impact
28% less water use

Transparency matters. 🌱

Full report: [link]

#Sustainability #ClimateAction

Email Marketing​

Product Launch Email:

Subject: Introducing [Product] - Sustainably Superior

Header:
┌─────────────────────────────────────────┐
│  [PRODUCT IMAGE]                        │
│  ⭐⭐⭐ Eaternity Score                 │
│  Top 20% Environmental Performance      │
└─────────────────────────────────────────┘

Body:
Dear [Name],

We're excited to introduce our newest product,
[Product Name], now with verified environmental
credentials.

What makes it special?
✓ Eaternity Score ⭐⭐⭐ (Top 20%)
✓ 35% lower climate impact
✓ Responsibly sourced ingredients
✓ Delicious, sustainable, transparent

Every purchase supports:
• Reduced greenhouse gas emissions
• Water conservation
• Sustainable agriculture

[Shop Now] [Learn More About Our Score]

Together, we're making a difference.

Best regards,
[Brand Name] Team

PR & Media Outreach​

Press Release Template​

FOR IMMEDIATE RELEASE

[BRAND] Achieves Eaternity Score Excellence,
Ranks in Top 20% for Environmental Performance

[City, Date] — [Brand Name], a leader in
[product category], today announced that its
[product name] has earned a 3-star Eaternity
Score, placing it in the top 20% for environmental
performance among [product category].

The Eaternity Score is a comprehensive environmental
assessment based on Life Cycle Assessment (LCA)
methodology, evaluating products across climate
impact, water use, animal welfare, and rainforest
conservation.

"Transparency and sustainability are core to our
brand values," said [Name], [Title] at [Brand].
"The Eaternity Score provides our customers with
the credible, science-based information they need
to make informed choices."

Key Environmental Highlights:
• Climate Impact: 35% below category average
• Water Use: 28% below category average
• Responsibly sourced ingredients
• Renewable energy in production

The comprehensive assessment was conducted by
Eaternity, the leading provider of food
environmental impact data, using their database
of 55,000+ ingredients and adherence to ISO
14040/14044 LCA standards.

[Product] is available at [retailers] and
online at [website]. Full environmental
assessment report available at [link].

About [Brand]:
[Boilerplate]

Media Contact:
[Name]
[Email]
[Phone]

###

Media Pitch Angles​

Sustainability Publications:

  • "How [Brand] Achieved Top 20% Environmental Performance"
  • "Transparency in Food: [Brand]'s Eaternity Score Journey"
  • "Science-Based Sustainability: Beyond Greenwashing"

Food & Beverage Trade:

  • "[Brand] Sets New Standard with Environmental Scoring"
  • "Consumer Demand for Transparency Drives [Brand] Innovation"
  • "How LCA Methodology Supports Regulatory Compliance"

Mainstream Consumer Media:

  • "New Food Label Helps Shoppers Choose Sustainable Products"
  • "What ⭐⭐⭐ Really Means for the Environment"
  • "[Brand] Makes Sustainability Simple with Star Rating"

Retailer Communications​

Buyer Pitch Deck (Key Slides)​

Slide 1: Title

[BRAND] + Sustainability
Eaternity Score ⭐⭐⭐

[Product Image with Badge]

Slide 2: The Opportunity

Consumer Demand for Sustainability:

• 73% prefer products with environmental labels
  (Nielsen, 2023)
• 81% willing to pay premium for sustainable
  products (Deloitte, 2024)
• 88% want brands to help them be sustainable
  (Edelman, 2023)

[Brand] delivers on this demand with verified
environmental credentials.

Slide 3: The Solution

Eaternity Score ⭐⭐⭐

✓ Independent, science-based assessment
✓ Top 20% environmental performance
✓ Regulatory compliant (Green Claims Directive)
✓ Consumer-friendly star rating
✓ Full transparency via QR code

Differentiation you can sell.

Slide 4: The Impact

Environmental Performance:

Climate: 35% below category average
Water: 28% below category average
Sourcing: Responsibly verified
Energy: Renewable in production

[Comparison chart vs. competitors]

Slide 5: Marketing Support

Integrated Campaign:

✓ On-pack badge and messaging
✓ POS materials (shelf talkers, displays)
✓ Digital assets (web, social media)
✓ PR and media outreach
✓ Consumer education

Partnership for success.

Retailer Sustainability Program Submission​

Program Requirements Met:

Environmental Data: ✓ Product carbon footprint (Climate Score) ✓ Water use assessment (Water Score) ✓ Sustainable sourcing verification ✓ Lifecycle transparency (LCA methodology)

Documentation: ✓ Full LCA report (ISO 14040/14044) ✓ Methodology statement ✓ Data sources and assumptions ✓ Third-party verification (available)

Consumer Communication: ✓ On-pack environmental claims ✓ Detailed impact data (QR code) ✓ Comparative performance (vs. category) ✓ Continuous improvement commitment

Consumer Education​

FAQ for Customer Service​

Q: What does the Eaternity Score mean? A: The Eaternity Score is an independent environmental assessment that rates products using a simple star system. Our ⭐⭐⭐ rating means we're in the top 20% for environmental performance in our category.

Q: How is it calculated? A: Eaternity uses Life Cycle Assessment (LCA) to measure environmental impact across the entire product lifecycle - from ingredient sourcing through production, packaging, transport, and end-of-life. Four indicators are assessed: climate, water, animal welfare, and rainforest conservation.

Q: Is this certified/verified? A: Yes, the Eaternity Score is calculated using ISO 14040/14044 compliant LCA methodology by Eaternity's team of environmental scientists. All data sources and assumptions are documented.

Q: Why should I care about environmental scores? A: Food production accounts for 26% of global greenhouse gas emissions. By choosing products with lower environmental impact, you reduce your personal carbon footprint and support companies investing in sustainability.

Q: How does [Product] compare to competitors? A: Our product ranks in the top 20% of all [product type] assessed by Eaternity. Specifically, we have 35% lower climate impact and 28% less water use than the category average.

Q: Will the score change over time? A: Yes, scores are updated annually to reflect any recipe changes, supplier modifications, or improvements we make. We're committed to continuous improvement.

Educational Content​

Blog Post: "Understanding Your Eaternity Score"

Sections:

  1. Introduction: Why environmental scores matter
  2. The Science: LCA methodology explained simply
  3. What We Measure: Climate, water, welfare, rainforest
  4. Our Score: [Product] results and what they mean
  5. Take Action: How consumers can reduce impact further

Video Script: "Behind the Score" (90 seconds)

[0-15s] Visual: Product on table, badge visible
Voice: "You've seen our Eaternity Score ⭐⭐⭐.
But what does it really mean?"

[15-30s] Visual: Animated lifecycle (farm→factory→store→home)
Voice: "Eaternity measures environmental impact
across the entire product journey."

[30-45s] Visual: Icons for each indicator
Voice: "Climate impact. Water use. Animal welfare.
Rainforest conservation. Four comprehensive metrics."

[45-60s] Visual: Comparison chart showing top 20%
Voice: "Our ⭐⭐⭐ rating means we're in the top 20%
of all products in our category."

[60-75s] Visual: Ingredients being sourced responsibly
Voice: "Through sustainable sourcing, renewable energy,
and responsible production."

[75-90s] Visual: Customer enjoying product, badge visible
Voice: "So you can feel good about your choice.
For you. For the planet. [Brand Name]."

Event Marketing​

Trade Show Booth Display​

Key Elements:

┌─────────────────────────────────────────┐
│  BACKDROP: "[BRAND] Sustainability"     │
│  Large ⭐⭐⭐ graphic                    │
│  "Top 20% Environmental Performance"    │
├─────────────────────────────────────────┤
│  TABLE DISPLAY:                         │
│  • Products with badges visible         │
│  • QR codes to full reports             │
│  • Printed impact comparison charts     │
│  • Eaternity methodology brochure       │
├─────────────────────────────────────────┤
│  DIGITAL SCREEN:                        │
│  • Rotating product scores              │
│  • Lifecycle animation                  │
│  • Customer testimonials                │
│  • Environmental savings calculator     │
├─────────────────────────────────────────┤
│  TAKEAWAYS:                             │
│  • Product samples                      │
│  • Sustainability report (printed)      │
│  • Branded tote bag                     │
│  • "Ask me about our Eaternity Score"  │
│    buttons for staff                    │
└─────────────────────────────────────────┘

Sampling Events​

Messaging at Sampling Stations:

┌───────────────────────────────────┐
│  TRY [PRODUCT]                    │
│                                   │
│  ⭐⭐⭐ Eaternity Score            │
│  Delicious AND Sustainable        │
│                                   │
│  35% lower climate impact         │
│  than typical [product type]      │
│                                   │
│  [QR Code for full story]         │
└───────────────────────────────────┘

Influencer Partnerships​

Briefing Template​

Campaign: [Brand] Eaternity Score Launch

Objective: Educate audience about science-based sustainability through [Product] Eaternity Score

Key Messages:

  1. Eaternity Score provides transparent, credible environmental assessment
  2. ⭐⭐⭐ rating = top 20% performance
  3. [Product] specifically: 35% lower climate impact, 28% less water use
  4. Supporting brands with verified sustainability credentials matters

Content Ideas:

  • Unboxing with focus on packaging badge
  • Cooking/using product with sustainability context
  • Comparison shopping (reading environmental labels)
  • "Day in the life" sustainable choices
  • Educational story about LCA methodology

Deliverables:

  • 1 Instagram feed post
  • 3 Instagram stories
  • 1 TikTok video (optional)
  • Blog post (optional, bonus)

Dos: ✓ Show badge clearly on product ✓ Link to full environmental report ✓ Use accurate statistics (35% lower, top 20%) ✓ Personal story about why sustainability matters to you

Don'ts: ❌ Claim "carbon neutral" or "zero impact" ❌ Compare directly to competitor brands ❌ Use vague terms like "eco-friendly" without context

Assets Provided:

  • Product samples
  • High-res product photos with badge
  • Infographic: What is Eaternity Score?
  • Full environmental report PDF
  • Brand guidelines and logo

Crisis Communication​

Addressing Skepticism​

Q: "Isn't this just greenwashing?"

Response Template:

"We understand skepticism about environmental claims.
That's exactly why we chose Eaternity Score - for
transparency and credibility.

Our assessment is based on:
✓ ISO 14040/14044 Life Cycle Assessment standards
✓ Peer-reviewed scientific methodology
✓ Independent third-party evaluation
✓ Full data transparency (view our report: [link])

We welcome scrutiny. Real sustainability requires
real data."

Q: "Why not just go carbon neutral?"

Response Template:

"Carbon offsets are part of a comprehensive climate
strategy, but first we need to understand our actual
impact. The Eaternity Score quantifies our environmental
footprint accurately, which enables us to:

1. Identify reduction opportunities
2. Set science-based improvement targets
3. Track progress over time
4. Make credible claims

We're focused on reducing impact at the source, not
just offsetting it."

Next Steps​