Is It Greenwashing… or Just a Green Wrapper? (Let’s Talk Truth in Sustainability)

Let’s be real. Everyone and their dog is slapping a leaf logo on their packaging and calling it “eco”.  But Aussie shoppers? They’re officially over it.

According to the 2025 Toluna FMCG Sustainability Report (yes, we read the whole thing so you don’t have to), only 1 in 5 people actually trust brands when they talk about being sustainable. I'm one of the other 4 just FYI 🙋🏼‍♀️.

But here’s the plot twist - it’s not because people don’t care. It’s because they care a lot. In fact, a massive 91% of Aussie consumers think brands should be doing more to reduce their environmental impact.

“People want to know how a brand is sustainable - not just that they say they are.” - Toluna 2025

And you know what? Same. We feel that in our rocky road-loving souls.

So… what are we doing about it?

At Pebbly Path, we don’t just talk the talk. We walk the chocolate-paved walk. Here’s how we’re flipping the script on sustainability, and why it matters:

• 100% home-compostable packaging including the clear inner wrap. Looks like plastic, breaks down like a carrot top. (Your worms will love it.)
• No plastic. Ever. Not even the sneaky kind hiding in “eco” layers.
• Locally sourced ingredients - because we’d rather support Aussie farmers than anyone else, wherever we can.
• Handmade in Mudgee - at my house. Our team of Mudgee mums makes every batch by hand, to order.

We spell it out. We keep it real. And we don’t do vague.

But does it cost more?

Short answer: a little. Long answer: worth it.

The Toluna report found 62% of people are happy to pay a little extra for a sustainable product – as long as the price doesn’t go wild. Most draw the line at a 10% bump.

So we keep things fair. Most of our products sit pretty in the under $20 zone (hello, Kris Kringle and teacher gifts), and we’ve got bite-sized bundles and sweet stackers for every budget. Gifting made guilt-free? Yes please.

Packaging: Not Just a Pretty Face

According to the report, 72% of Aussies use the packaging to decide whether a brand is actually sustainable. Which means if you’re not putting your eco-values front and centre – you’re being left on the shelf. Literally.

We make sure our packaging works as hard as our ingredients. Every detail is considered. Every layer compostable. And every flavour gift-ready and shelfie-worthy.

But Tash, why does this even matter?

Because sustainability shouldn’t just be a marketing angle. It should be the baseline. At Pebbly Path, our rocky road supports:

• Zero-waste manufacturing (we reuse, repurpose, and taste test the offcuts... you know, for science)
• Solar-powered electricity & recycled water that runs into our dam to water our gardens
• Flexible, meaningful jobs for regional women, especially mums returning to work
• Donations to LIVIN, our mental health charity partner

This isn’t just about chocolate. It’s about doing business better - for people and the planet.

So what’s next?

“Transparency, consistency, and authenticity are key to earning trust.” - Toluna 2025

Couldn’t have said it better ourselves.

If you’re a retailer who’s sick of products that say they’re sustainable but won’t prove it, or a chocolate lover looking for sweet treats that don’t cost the earth, you’re our kind of person.

Join the no boring bits revolution. We’ve got the goods (and the green credentials to back it up).

Sources:
Toluna (2025). Sustainability Expectations vs Delivery in FMCG. Read the full report here