“Prices only tell part of the story”

Ms Moritz, the work of your association revolves around the ‘added value’ and environmental costs of products. Why is this approach necessary in the first place?

It's necessary because prices today only tell part of the story. In many cases, the environmental impact of products – on the climate, biodiversity or soil, for example – isn't reflected in the retail price. Our aim is to highlight these impacts and provide both businesses and consumers with a sounder decision-making basis.

You mentioned environmental costs. Does that automatically mean that more sustainable products will be more expensive?

Not necessarily. It very much depends on the product. Some companies can offset environmental costs through more efficient processes or mitigating measures without having to raise prices significantly. Other products will inevitably become more expensive in the long run. The bottom line is that sustainability shouldn't be a competitive disadvantage.