Vermont Origins Guidance for Businesses

Vermont law specifies which products may be labeled and marketed with terms such as “locally grown” and “made in Vermont.” This law is important to protect the integrity and name recognition of the Vermont brand. If your business is intending to use the Vermont name when labeling or branding products, be sure to check out this helpful guidance and review the following rules.

Consult the Vermont Origin Rule—FAQs (Revised 7/7/06)  for more guidance.

Refer to CP Rule 117 and CP Rule 120 before using the Vermont origin label.


If you have any questions about Vermont Origins, reach out to the Vermont Agency of Agriculture, Food & Markets with questions.

Guides available to help consumers recognize greenwashing

Greenwashing is a marketing, public relations and sales strategy designed to make a company or product appear environmentally friendly, or “green” when the claims being made have little or no meaningful impact on reducing environmental harms. Greenwashing harms individual consumers as well as the broader marketplace.

Consumer Impact

As more consumers make purchases or seek services from companies that engage in unfair and deceptive practices such as greenwashing, more consumers are likely to be mislead into making purchases they believe will benefit the environment.

Marketplace Impact

Companies that engage in such deception gain an unfair advantage in the marketplace over businesses that make honest and accurate claims about the environmental impact of their products or services, or that decline to make any such representations.

Are there rules against greenwashing?

Federal and state statutes, rules and guidance prohibit environmental (green) marketing and advertising claims that are unfair or deceptive to consumers.

  • Vermont’s Consumer Protection Act protects consumers from unfair or deceptive practices in commerce.

Why do companies greenwash?

  1. Making “green” claims can increase sales by capitalizing on consumer concern for the environment.
  2. Consumer purchasing decisions can involve feelings, values, and personal importance, such as climate change.
  3. Companies seek to improve their brand identity and image as a company that is environmentally friendly.

Some “Green” claims to look for:

  • Environmentally friendly
  • 100% recyclable
  • From natural sources
  • From recycled material
  • Burn cleaner
  • Offset all carbon emissions
  • Carbon neutral
  • Create less pollution than competitors

Protect yourself from greenwashing:

  • Research the company’s history and reputation
  • Research “green” claims and seek out scientific efidance

Report deceptive acts and practices in commerce to the Consumer Assistance Program at 1-800-649-2424 or ago.vermont.gov/cap