Most kitchen products are composed of plastics that are nearly impossible to recycle. Items such as the film lids on Dole Sunshine fruit bowls, the securing rings on McCormick dried herb jars, straws on Juicy Juice boxes, and bags for Cheez-Its and Cheerios are typically discarded as waste.
A trade group representing these and numerous other brands is advocating for a regulatory change that would make plastics appear more environmentally friendly, a move that experts argue could exacerbate the ongoing plastic pollution crisis. The Consumer Brands Association (CBA) proposes that companies should label products as "recyclable" if they are technically capable of being recycled, regardless of the likelihood of actual recycling. This stance was detailed in written comments to the Federal Trade Commission (FTC) as the agency revises the Green Guides, which are guidelines for advertising environmentally sustainable product attributes.
The CBA’s board of directors includes representatives from major corporations such as PepsiCo, Procter & Gamble, Coca-Cola, Land O’Lakes, Keurig Dr Pepper, Hormel Foods, Molson Coors Beverage, Campbell Soup, Kellanova, Mondelez International, Conagra Brands, J.M. Smucker, and Clorox.
Several of these companies own brands known for promoting health, wellness, and sustainability, including General Mills (owner of Annie’s macaroni and cheese), The Honest Co., and Colgate-Palmolive (owner of Tom’s of Maine natural deodorant). When contacted by ProPublica, most of the 51 companies on the CBA board did not respond to inquiries regarding the definition of "recyclable." Those that did respond, referred ProPublica back to the association.
Joseph Aquilina, the CBA’s vice president and deputy general counsel, stated in an email that the industry is committed to creating a circular economy by setting sustainability goals and investing in consumer education tools with detailed recycling instructions.
The FTC’s Green Guides aim to enhance consumer trust in sustainable products by providing a national reference for terms like "compostable," "nontoxic," and "recyclable." However, most plastic products encountered daily are not practically recyclable due to the economic and technical constraints associated with processing them. Despite advancements in recycling technologies, experts assert they are insufficiently developed to handle the volume of plastic waste, with only about 5% of discarded plastics being recycled.
Existing guidelines allow the "recyclable" label if 60% of Americans have access to recycling facilities that accept the material. However, these guidelines do not clarify whether it’s sufficient for facilities to collect and sort the items or if there has to be a reasonable expectation that the material will be repurposed.
Aquilina emphasized that the Green Guides stipulate recyclable items as those capable of being recycled, refuting claims that the CBA is pushing for a looser definition. The FTC, however, notes that a claim of recyclability should mean that facilities will genuinely recycle the product, not merely collect and discard it.
In its comments to the FTC, the CBA contended that the decentralized nature of the U.S. recycling system and unpredictable economic factors make it unrealistic for brands to guarantee which products will ultimately be recycled.
Professor Jef Richards from Michigan State University remarked that consumers expect "recyclable" to mean that an item will indeed be recycled, and failing to meet these expectations results in consumer deception. Misleading labels can cause practical issues, such as plastic bags jamming recycling machinery and leading to contamination.
Examples of branded products complicating recycling efforts include Annie’s organic mac and cheese, which avoids plastic packaging that might mislead consumers. However, General Mills, its parent company, promotes store drop-off recycling programs for granola bars that often result in plastics ending up in landfills.
The Honest Co. and Tom’s of Maine also emphasize recyclable packaging but acknowledge that recyclability depends on local facilities. Regulators and the EPA have noted that “check locally” warnings are vague and suggested clearer instructions to prevent wishcycling—depositing items in recycling bins with the unfounded hope they will be recycled.
Companies like Tom’s of Maine have taken steps to promote correct recycling, but not all facilities can process their packaging efficiently. Consequently, General Mills, The Honest Co., and Colgate-Palmolive did not provide additional comments.
Below is a list of consumer packaged-goods companies on the CBA’s board of directors, along with some of the brands they own. Those highlighted in bold responded to ProPublica’s inquiry by referring back to the association:
- Abbott Nutrition (Ensure, Pedialyte, Similac)
- B&G Foods Inc. (Crisco, Green Giant frozen foods, Cream of Wheat)
- BellRing Brands Inc. (PowerBar, Premier Protein)
- Bush Brothers & Co. (Bush’s baked beans and bean dip)
- Campbell Soup Co. (Goldfish crackers, Kettle and Cape Cod potato chips)
- Church & Dwight Co. Inc. (Arm & Hammer laundry detergent, Feline Pine cat litter)
- The Clorox Co. (Clorox bleach, Pine-Sol, Burt’s Bees)
- The Coca-Cola Co. (Dasani, Minute Maid, Schweppes, Sprite)
- Colgate-Palmolive Co. (Colgate toothpaste, Softsoap, Tom’s of Maine)
- Conagra Brands Inc. (Healthy Choice, Swiss Miss, Reddi-wip)
- Danone (Danone and Oikos yogurts, Silk soy milk)
- Del Monte Foods Inc. (College Inn broths, Del Monte fruit cups)
- Dole Sunshine (Dole Whip, Dole fruit bowl snacks)
- Ferrara (Jelly Belly, SweeTarts, Laffy Taffy, Nerds)
- Ferrero USA Inc. (Nutella, Butterfinger, Crunch, Keebler, Famous Amos)
- Flowers Foods Inc. (Nature’s Own, Dave’s Killer Bread, Wonder bread)
- Freshpet (dog and cat food)
- General Mills Inc. (Annie’s, Bisquick, Cheerios, Chex Mix, Nature Valley, Yoplait)
- Georgia-Pacific LLC (Dixie cups and plates, Quilted Northern, Brawny)
- Hain Celestial Group (Celestial Seasonings, Terra chips, Alba Botanica)
- Harvest Hill Beverage Co. (SunnyD, Juicy Juice)
- Henkel Corp. (Dial soap, Snuggle fabric softener)
- The Honest Co. (Honest branded skin care, hair care and products for babies)
- Hormel Foods Corp. (Skippy, Planters peanuts)
- Idahoan Foods LLC (Idahoan packaged mashed potatoes)
- J&J Snack Foods Corporation (Icee, Dippin’ Dots)
- The J.M. Smucker Co. (Jif, Twinkies, Smucker’s jam)
- Kellanova (Cheez-It, Eggo, Pringles)
- Keurig Dr Pepper (Keurig coffee, 7UP, Canada Dry)
- Land O’Lakes Inc. (Land O’Lakes butter, cheese, and eggs)
- McCall Farms (Veg-All, Princella)
- McCormick & Co. Inc. (McCormick herbs and spices, Billy Bee honey)
- Milo’s Tea Co. Inc. (Milo’s iced teas)
- Molson Coors Beverage Co. (Blue Moon, Coors, Keystone Light)
- Mondelez International Inc. (Clif, Oreo, Ritz)
- Moody Dunbar Inc. (Dunbar’s canned vegetables, Nature’s Pride)
- Morgan Foods Inc. (soups, beans, broths, and sauces)
- Nestle (Blue Bottle Coffee, Gerber, KitKat, Purina)
- Nissin Foods (Cup Noodles, Top Ramen)
- Ocean Spray Cranberries Inc. (juices and drinks)
- PepsiCo Inc. (Aquafina, Doritos, Lipton, Quaker)
- Post Holdings Inc. (Honey Bunches of Oats, Pebbles)
- The Procter & Gamble Co. (Charmin, Tide, Gillette, Herbal Essences)
- Reckitt (Enfamil, Lysol, Airborne)
- Rich Products Corp. (Carvel, Coffee Rich)
- Ripple Foods (dairy-free milks and protein shakes)
- Sargento Foods (cheese and packaged snacks)
- Schwan’s Co. (Tony’s, Mrs. Smith’s)
- Tillamook County Creamery Association (cheese, ice cream, frozen meals)
- Utz Brands Inc. (Utz and Boulder Canyon potato chips)
- WK Kellogg Co. (Frosted Flakes, Froot Loops, Raisin Bran)
