Logistics Behind the Seams #12 - Greenwashing
How can fashion brands reduce their logistics emissions without falling into the greenwashing trap? In this interview, Fashion Logistics expert Mei Ling Li speaks with Daniel Huelemeyer, Global Head of Sustainability – Environment at Hellmann, about the role of biofuels in air and sea freight, the difference between offsetting and insetting, and why the book-and-claim model offers a credible solution for Scope 3 reduction.
Mei Ling: Daniel, today we’d like to clarify a topic that often raises questions from clients and also from within our Sales teams: our biofuel offer in trucking, air and sea freight via the book-and-claim model. Some see it as a smart way to decarbonize logistics, others worry it might just be another form of offsetting. How do you respond?
Daniel: It’s important to understand that book-and-claim operates on a different principle compared to traditional offsetting. Offsetting means compensating for emissions by supporting projects outside your supply or transport chain - such as tree planting - which are often geographically distant and have no direct impact on reduction of transport emission in the logistics sector.
In contrast, book-and-claim with biofuels leads to actual emissions reductions within the transport sector. Even if the biofuel is not physically used on a specific shipment or transport lane, it is still deployed in the same sector of logistics. It means a real and measurable reduction of transport emission and with comprehensive guidelines a verified solution for our customers.
Mei Ling: Still, some clients are concerned about greenwashing - promoting an environmentally friendly image without meaningful action. How does book-and-claim avoid that?
Daniel: Greenwashing occurs when companies make sustainability claims without making real changes. What Hellmann Roadfreight, Airfreight and Seafreight offer through book-and-claim is the opposite: the biofuel is used, certified, and tracked. The CO₂ reduction happens in the transport value chain and is verifiable.
Even though the shipment itself may not be carried on a biofuel-powered truck, vessel or aircraft, supporting the use of sustainable fuels in the sector reduces fossil fuel reliance and contributes to systemic change.
Mei Ling: And this is what we call insetting, correct?
Daniel: That’s right. Insetting means driving emission reductions within your own value chain. Logistics emissions, especially those categorized as Scope 3, fall into that category for many companies. Supporting sustainable fuels through book-and-claim is a way to decarbonize that part of the chain in a credible and effective way.
Mei Ling: Some clients also ask: does it really count if the fuel isn’t used on their truck, flight or vessel?
Daniel: Yes, it does count. What matters is that the biofuel is used in the same sector, reducing overall emissions in logistics. The more companies support this model, the greater the demand for sustainable fuels - and the faster we can transform the transport industry. It’s not about a one-to-one match; it’s about making a measurable difference where it matters.
Mei Ling: What would you say to a fashion company that’s trying to reduce its logistics emissions and wants to do it right?
Daniel: Book-and-claim biofuels are a science-based, transparent tool to reduce Scope 3 emissions now - not in the future. Every shipment supported through this model contributes to a cleaner supply chain and helps accelerate the broader industry shift toward sustainability.
Mei Ling: Thank you, Daniel, for the clear insights. For anyone who wants to learn more about biofuels and our Cleaner Logistics products, feel free to reach out.
About Logistics Behind the Seams:
Logistics Behind the Seams takes readers beyond the runway to explore the supply chain that keeps the fashion world moving. In this industry blog, Hellmann Fashion Logistics experts Mei Ling Li and Finn Emke share insights, trends, and solutions shaping the future of fashion logistics - from sustainability and circular economies to innovative delivery concepts. Designed for fashion and lifestyle professionals, the blog offers fresh perspectives and expert voices to inspire smarter, more sustainable supply chains.
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