Greg Northen


consumer awareness, governmental awareness, regulation, advertising, food marketing, environmental marketing, FTC, Green Guides, Green Guide enforcement, eco-fraud litigation, sustainability index

Document Type



The green wave of environmental advertising among organic food producers, distributors, and retailers begun during the 1990s has become an all-out green tsunami. The organic food market is the fastest growing segment of the American food industry. Consumers are increasingly becoming aware of the impact their purchases have on several environmental issues. As a result, those consumers are becoming more aware of their spending power and are willingly altering their buying practices to purchase from companies that emphasize environmental responsibility. In fact, some retailers' inventory is already being scanned for alternative green products by their customers' iPhones because, guess what, "there's an app for that."