Consumers demand complete transparency from manufacturers, across the entire supply chain. “Clean Labels” are the new standard that consumers have come to expect, meaning this alone is not enough for a manufacturer to distinguish himself from the others. There is increasing distrust among consumers, which manufacturers must counteract. Accordingly, claims about naturalness, ethics and the environment are increasingly being used on new products, which send messages such as: environmentally friendly/recyclable packaging (e.g. green dot), humane working conditions (e.g. Fair Trade, UTZ seal), protection of animals & biodiversity / species-appropriate animal husbandry (WWF, SAFE seal), and environmentally friendly production / cultivation (e.g. FSC seal).