Evolution Fresh, a leading producer of organic, cold-pressed, premium juice products, announced that four of ist Real Fruit Soda flavours – Tropical Mango, Strawberry Vanilla, Lemon Lime, and Orange Squeeze – will now be sold in the U.S. at select Whole Foods Market locations. Each Evolution Fresh Real Fruit Soda is made with organic, freshly squeezed fruit juice, never from concentrate.

Earlier this year, Evolution Fresh disrupted the soda alternative sector by adding Real Fruit Soda to its portfolio of high-quality, cold-pressed beverages. Evolution Fresh Real Fruit Soda provides the same level of sweetness and bold taste that traditional soda has to offer, while touting a simple label.

Each product contains no added sugar and prebiotic fiber, probiotics, and antioxidant Vitamin C to help support digestive and immune health. With only 5 grams of sugar and 35 – 45 calories per can, Evolution Fresh Real Fruit Soda is also non-GMO, Gluten Free, Vegan, and Kosher.

According to data from NielsenIQ^*, functional beverage sales increased to USD 9.2 billion between March 2020 and March 2024, and the category is projected to reach USD 277 billion by 2033. As the demand for better-for-you beverages steadily rises, Evolution Fresh plans to continue driving consistent growth in the premium refrigerated beverage space with innovation like its Real Fruit Soda.

The 12 oz. cans of Evolution Fresh Real Fruit Soda can be found chilling in the beverage cooler at select Whole Foods Market stores in the U.S.

^*NielsenIQ Trend Report

LRQA, a leading global assurance partner, has warned that food and beverage organisations must not lose focus on their sustainability targets amid claims of ‘greenhushing’ expected to rise this year.

Greenhushing is the term given to organisations who are hesitant to share progress on sustainability goals to avoid external scrutiny. It is expected to rise up the agenda for some organisations, as scrutiny increases on sustainability statements.

For example, it was recently reported that the EU plans to crack down on inflated claims around products’ environmental credentials through the introduction of ‘proportionate’ penalties. With accusations of greenwashing being likely to increase as punishments are formalised, LRQA is encouraging organisations to relieve any concerns about sharing updates by adopting independent verification to inform progress against sustainability goals.

Heather Moore, Technical Director for Sustainability at LRQA, said: “While greenhushing may seem like a viable option to avoid any potential external scrutiny, it could have a detrimental impact on our collective progress towards a more sustainable future. Organisations have a big role to play in achieving global sustainability targets. As such, they need to feel confident when speaking about progress, so they can share their wins and losses and learn from each other. Third party verification is one way to regain confidence when communicating progress, as it helps to prove the improvements being made.”

According to LRQA, the role of independent verification and certification frameworks will be key to demonstrate more transparent and accurate sustainability commitments, in turn reducing the risk of being criticised for a lack of progress or misrepresenting data. ISO 14064, for instance, is a standard for greenhouse gas accounting and verification for organisations looking to quantify and reduce emissions, helping companies hit projected greenhouse gas reduction targets.

Together with verification from independent third parties, following such standards can help ease the pressure facing organisations and avoid the need to adopt greenhushing processes, as Heather Moore explains: “Greenhushing may be on the agenda for some organisations this year, but it could have a detrimental impact on long-term global sustainability targets. The best way to safeguard sustainability objectives is through independent third-party verification, as it ensures that companies can accurately keep on track to meet their goals. That way, organisations can be safe in the knowledge they are on the best path to success, creating greater transparency and trust with key stakeholders throughout.”

The fourth wave of Covid infections makes it impossible to achieve the special experience of the Green Week

The International Green Week 2022 (21 to 30 January) will not be taking place. The reason is the rising number of infections in Germany due to the fourth wave of Covid infections, as well as current and anticipated pandemic-related restrictions.

“The International Green Week thrives on people meeting each other and being able to sample, taste and discover things. Under the current circumstances, with face masks and physical distancing, we cannot fulfil the expectations of our visitors to the Green Week“, said Lars Jaeger, the project manager for the International Green Week at Messe Berlin.

Green Week supporting events to take place in a virtual format

The Federal Ministry of Agriculture is extending an invitation to the 14th Global Forum for Food and Agriculture (GFFA). From 24 to 28 January 2022 at this virtual forum, around 2,000 participants representing politics, business, science and society will debate food and farming policy issues. The focus of the GFFA 2022 is on ’Sustainable farming: food security starts with the soil’.

With the 15th Forum on the Future of Rural Development on 26 and 27 January 2022, the Federal Ministry of Agriculture will provide a virtual platform for exchanging views, discussion and exchanging knowledge on ’A strong honorary position – for a good rural life’.

The next International Green Week will take place from 20 to 29 January 2023 on the Berlin Exhibition Grounds.