How-to Guide

How to Talk About Your Work with the Rainforest Alliance

Filed Under: Marketing Sustainability

First you walk the walk, and then you talk the talk. If you’re a company working with the Rainforest Alliance, we understand the importance of telling your audience how you’re meeting your sustainability commitments. And more than ever before, the specific language you use to communicate your impact is just as key.

In today’s market, consumers expect more from their favorite brands. At the same time, many governments around the world are clamping down on unjustified corporate sustainability claims, most notably the EU Empowering Consumers Directive (EmpCo). This directive introduces stricter rules for business-to-consumer communications across the EU. It prohibits vague or misleading sustainability claims and bans sustainability labels that are not based on an eligible certification scheme or have not been established by public authorities.

Whether or not the directive applies directly to your business, this article will help you communicate your sustainability commitments with clarity, confidence, and credibility.

In part one, you’ll find certification claims that are aligned with the EmpCo directive and ready to use. In part two, we share guidance and best practices to help you adapt our messaging to your brand voice.

What the EU Empowering Consumers Directive prohibits

For companies doing business in the EU market, compliance with the EmpCo will be required as of September 27, 2026. This directive gives consumers clearer information about the environmental and social impacts of the products they buy, helping them make more sustainable choices. So, what does that mean in practice for companies?

Displaying sustainability labels

The directive bans the use of sustainability labels that are not based on an eligible certification scheme or have not been established by public authorities. It also clearly defines what a certification scheme is—and what criteria must be met—such as third-party verification.

The Rainforest Alliance Certification Program is fully aligned with these criteria. This means that brands selling certified ingredients can continue to use our seal with confidence.

Making sustainability claims

The directive prohibits the following types of claims:

  • Making a generic environmental claim without demonstration of recognized excellent environmental performance relevant to that claim
  • Presenting requirements imposed by law on all products within the relevant product category on the EU market as a distinctive feature of the trader’s offer
  • Making an environmental claim about the entire product or the entire trader’s business when it actually concerns only a certain aspect of the product or a specific activity of the trader’s business
  • Claiming, based on greenhouse gas emissions offsetting, that a product has a neutral, reduced or positive impact on the climate

Note: While the directive establishes a common baseline for sustainability claims across the EU, interpretation and enforcement may vary from country to country. Companies operating in the EU may also want to monitor and anticipate the proposed EU Green Claims Directive, which may introduce very strict requirements for making comparative claims. With this in mind, we recommend avoiding claims that state or imply a comparison between certified and non-certified farms or products. 

Part I: Certification claims

Getting the language right matters. To make things easier, this section provides carefully worded claims from the Rainforest Alliance Labeling and Claims Policy. While these claims are aligned with the requirements of the EmpCo Directive at the EU level, they do not automatically ensure compliance with respect to any particular product sold in particular EU Member States. Ultimately, responsibility for meeting EmpCo requirements rests with the company selling the product to consumers and/or otherwise acting as the trader making the consumer-facing claims.

Sustainable Agriculture Certification claims

CategoryClaimIdentity preservedSegregatedMass balanceVerification
Achieving certificationBy achieving/maintaining Rainforest Alliance Certification, (X product/product line) contains (commodities) that support responsible sourcing. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By achieving/ maintaining Rainforest Alliance Certification, we support responsible sourcing in (commodity).
Volumesx Volumes of Rainforest Alliance Certified (commodity) in (X product)​. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
x Volumes purchased as Rainforest Alliance​ Certified.
Deforestation and land conversionBy sourcing Rainforest Alliance Certified (commodity) for our (x product), we are committed to promoting farming practices that combat forest degradation, new deforestation and land conversion. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.

4. For cocoa and coffee sold on the EU market, the claim must include elements that exceed the requirements of the EU Deforestation Regulation.
By sourcing Rainforest Alliance Certified (commodity), we are committed to promoting farming practices that combat forest degradation, new deforestation and land conversion.
Water availability and quality in the production landscape By sourcing Rainforest Alliance Certified (commodity) for our (x product), we support farming practices designed to protect water availability and quality in the production landscape. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we support farming practices designed to protect water availability and quality in the production landscape.
Promoting sustainable water managementBy sourcing Rainforest Alliance Certified (commodity) for our (x product), we support farming practices designed to promote sustainable water management. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we support farming practices designed to promote sustainable water management.
Promoting biological diversityBy sourcing Rainforest Alliance Certified (commodity) for our (x product), we support farming practices designed to promote biological diversity. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we support farming practices designed to promote biological diversity.
Forests, protected areas and designated buffer zonesBy sourcing Rainforest Alliance Certified (commodity) for our (x product), we support farming practices designed to avoid encroachment on forests, protected areas, and designated buffer zones. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we support farming practices designed to avoid encroachment on forests, protected areas, and designated buffer zones.
Limiting soil and air pollutionBy sourcing Rainforest Alliance Certified (commodity) for our X product, we support farming practices designed to limit soil and air pollution. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we support farming practices designed to limit soil and air pollution.
Assess-and-Address child labor, forced labor, discrimination, workplace violence and harassmentBy sourcing Rainforest Alliance Certified (commodity) for our X product, we support farmers who implement measures to monitor and mitigate risks of child labor, forced labor, discrimination, workplace violence and harassment through the Assess and Address system. 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.

4. Companies operating in the EU must ensure their claims exceed the requirements of the Corporate Sustainability Due Diligence directive.
By sourcing Rainforest Alliance Certified (commodity), we support farmers who implement measures to monitor and mitigate risks of child labor, forced labor, discrimination, workplace violence and harassment through the Assess and Address system.
Mass BalanceRainforest Alliance Certified (commodity) is mixed with non-certified (commodity) during processing (mass balance). ra.org/mb 1. Rainforest Alliance SAS volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Mass balance traceability level selected to enable correct claim.
We buy a quantity of Rainforest Alliance Certified (commodity) equivalent to the quantity needed to make this product (mass balance). ra.org/mb
At least X% of the (commodity) we source is from Rainforest Alliance Certified farms. Percentage may vary by product. ra.org/mb

Regenerative Agriculture Certification claims

CategoryClaimIdentity preservedSegregatedMass balanceVerification
Implementation of regenerative agriculture practicesBy sourcing Rainforest Alliance Regenerative Agriculture Certified (commodity) for our X product, we support farmers and/or farm workers who implement regenerative agriculture practices. 1. Rainforest Alliance Regen Ag volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Regenerative Agriculture Certified (commodity), we support farmers and/or farm workers in implementing regenerative agriculture practices.
Volumesx Volumes of Rainforest Alliance Certified Regenerative Agriculture commodity in X product. 1. Rainforest Alliance Regen Ag volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable the correct claim.
x Volumes purchased of Rainforest Alliance Regenerative Agriculture Certified (commodity).
Sparking changeBy sourcing Rainforest Alliance Regenerative Agriculture Certified (commodity) for our X Product, we help spark regenerative agriculture with farm certificate holders in our supply chain. 1. Rainforest Alliance Regen Ag volumes sourcing through online traceability credit trading system.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable the correct claim.
By sourcing Rainforest Alliance Regenerative Agriculture Certified (commodity), we help spark regenerative agriculture with farm certificate holders.
Farmers and FarmsBy sourcing Rainforest Alliance Certified (commodity), we have supported x farmers/farms in our supply chain to apply regenerative agriculture practices as of x date. 1. Rainforest Alliance Regen Ag volumes sourcing through online traceability.

2. Rainforest Alliance certification in place, when required.

3. Traceability level selected to enable correct claim.
By sourcing Rainforest Alliance Certified (commodity), we have supported farmers/farms to apply regenerative agriculture practices.

Part II: Adapting our messaging to your own brand voice 

Want to adapt this messaging to your own brand voice? Check out the below tips and messaging resources.

1. Communicate with credibility.

Check out our “Five Key Guidelines” to help you talk about your sustainability commitments credibly, transparently, and more effectively. 

Important note: Although we provide recommendations on language related to sustainability claims, your company is responsible for the accuracy and credibility of all text claims made on your materials (e.g., ensuring they reflect the level of traceability of your supply chains) and ensuring such text claims comply with applicable laws, including the EmpCo.

2. How to refer to the Rainforest Alliance.

When talking about the Rainforest Alliance, please observe the following rules:

The name “Rainforest Alliance”  

  • Always use our full name: Rainforest Alliance. Never RFA, RA, or any other abbreviation. 
  • While “the” is not officially part of our name, it is required in a sentence (e.g., “We work with the Rainforest Alliance” or “The Rainforest Alliance is an international non-profit.”)
  • Do not translate the name “Rainforest Alliance.” 

“Rainforest Alliance Certified”  

  • Always capitalize “Certified” in “Rainforest Alliance Certified.” 
  • Only the word “Certified” may be translated. 

Our website URL 

  • On websites and other longer content pieces, please display and link to our full website URL: www.rainforest-alliance.org. 
  • On packaging and other materials where space is limited, the short URL versions may be used: www.ra.org or ra.org. 

3. Information about our seals:

To provide consumers with more information about our seals and certification program, you can link directly to our article “What’s Behind the Rainforest Alliance Seals?”

4. Translate with accuracy.

What if your messaging is in a different language? Our handy “Translation Guide” covers many of the key terms you need to talk about Rainforest Alliance certification. 

5. Submit your messaging for review and approval.

The Rainforest Alliance needs to review and approve any mention of us on your packaging and in your promotional materials, including claims. For questions or support, please contact our Customer Success team. 

Support Our Work

Create a world where people and the planet prosper together.
DONATE TODAY

You Might Also Like...