affected by the need to integrate advanced technologies, such as digital traceability and automation, which require significant investments and specialised training. The growing focus on sustainability adds another layer of complexity, with increasing pressure to reduce environmental impact and promote responsible agricultural practices. Discrepancies in regulations and standards between regions further complicate the task of ensuring a food supply chain that is both efficient and ethical. Integrating sustainable practices, improving infrastructure and implementing internationally coordinated policies are crucial to addressing these challenges and ensuring that the food supply chain can meet the needs of the 21st century in an equitable manner. IV. SUSTAINABILITY OF AGRI-FOOD ACTIVITY The agri-food value chain is defined as the process that agri-food products follow from production to consumption. In this process, products acquire utilities or the value of space, time and possession. The sustainability of the agri-food value chain implies that all activities, from production to agri-food consumption, while meeting the needs of the actors in the food chain, protect and conserve natural and human resources that will be needed in the future.8 V. GREENWASHING PHENOMENON Due to the progress and growth of technologies and the process of globalisation, consumers and customers are increasingly aware of the environmental crisis and the impact of companies’ actions, which has led to a change in consumption patterns and companies to adapt to them. However, there are many unethical companies that provide their customers and consumers with products and/or services whose environmental properties have been overvalued, thus engaging in a deceptive practice known as ‘greenwashing’.9 In the 1960s, the term was not yet defined as such, but at that time some advertising actions were already coming to light that had the objective of washing the image of the companies that carried them out. It was not until 1983 when 8 Erol et al., (2009); Reefke y Sundaram, (2017). 9 Salas Canales, H. (2018). El greenwashing y su repercusión en la ética empresarial, Neumann Business Review, (2412-3730), https://dialnet.unirioja.es/servlet/articulo?codigo=8181124 622 FREDDY A. HUNG GIL | ANABEL GONZÁLEZ FERNÁNDEZ
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