Biotechnology as a solution to the ecological crisis of our time? It is difficult for society in general and politicians or financiers in particular to answer this question with Yes, as long as almost no company dares to write proudly about its product: Biotech inside! Obviously, the term does not have a positive enough connotation after the longstanding debate about genetic engineering in agriculture.
The European Biotechnology Network wants to change this with a new branding and has developed a biotech label that manufacturers can proudly print or stick on their products. The subtitles “Nature based” and “Bioscience for life” are intended to signal to consumers at a glance what this means. In addition, there is an individual subline that informs potential buyers the particular benefits or advantages of this specific product compared to conventional competing products that may be on the shelf next to it.
To avoid „greenwashing“ and to be allowed to use the label, manufactures will have to meet stringent conditions. Therefore, a top-class panel of experts at the Network monitors compliance with these criteria.
Above all, the label must:
1. describe the main characteristics of the product,
2. communicate a positive message, and
3. not celebrate intermediate stages, but real solutions!