Veg box producers are losing sales due to misleading green claims that are confusing customers, according to the MD of Riverford Organic Vegetables.

Significant confusion and mental fatigue brought about by “well-funded but poorly substantiated green claims made by every retailer, manufacturer and political party” were causing consumers to question their shopping habits, said Guy Watson. 

“We are being squeezed out of our well-earned place in the minds of less established and more uncertain customers by a tidal wave of bullshit,” Watson said. “This is frustrating but, given the sheer volume of claims, perhaps not surprising.”

Even in the current climate, cooking at home from a veg box represented a better-value method of helping the environment than driving to a supermarket and buying produce in packaging, Watson stressed.

Last week the company raised its prices 5.5% in response to increasing production costs.