As one of the key priorities of the African 10 Year Framework Programme, the Eco Mark Africa (EMA)'s overall aim is to contribute to a global shift towards sustainable consumption and production and thus enhance Africa's ability to achieve the Millennium Development Goals.Through the concept of eco-labelling, the promotion of social and economic development shall be pushed "within the carrying capacity of ecosystems by increasingly delinking economic growth and environmental degradation".Corresponding to the call of the Johannesburg Plan of Implementation, the EMA strives to develop a "voluntary, effective, transparent, verifiable, non-misleading and non-discriminatory consumer information tool to provide information relating to sustainable consumption and production in Africa."As a label for sustainable African products it shall be part of a marketing campaign to exploit the environmental and social qualities of African products and to develop their branding value.

• Eco Mark Africa in Brief