How does the new “Smart Mix” look like in the current challenging political landscape

The new smart mix is taking shape as an interaction between voluntary sustainability standards (VSS), sustainability claims, and the regulatory framework. Rather than seeing these instruments as competing, the smart mix highlights how they can reinforce one another.
VSS provide companies with detailed criteria, auditing processes, and credibility that they can use to substantiate their sustainability claims. Meanwhile, legislation, sets the baseline, defines what constitutes misleading or insufficient information, and establishes enforcement mechanisms. When regulators acknowledge or reference credible VSS, businesses can use these standards to demonstrate compliance, increase synergies and positive impact and avoid greenwashing risks.

Recent political developments in Europe make this interplay particularly pertinent. Although the EU has made significant progress on numerous sustainability-related topics, some negotiations remain politically controversial, and timelines have shifted. This reflects an underlying tension: while policymakers want to ensure consumer protection and corporate accountability, they also face concerns from industry and SMEs regarding cost and feasibility. Consequently, the regulatory environment is tightening and becoming more uncertain, creating an opportunity for VSS to stabilise the situation.

For ProTerra and its Network members, the implications are significant. If the new smart mix is implemented effectively, credible standards such as ProTerra’s can serve as recognised evidence of due diligence, sustainable sourcing, and truthful communication. This raises the market value of certification, as it moves from being “nice to have” to an essential compliance tool. At the same time, the fluid political context means that ProTerra must remain proactive by aligning its technical criteria with emerging regulations, providing members with information and tools, and engaging with policymakers to ensure that VSS are embedded in future frameworks.

In short, the new smart mix positions VSS not as substitutes for regulation, but as complementary instruments that enhance credibility, reduce risk, and strengthen sustainable value chains.