Maersk: striking a balance between silence and greenwashing

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Refreshingly honest op-ed piece from Maersk Line’s head of sustainability Jacob Sterling, recalling the perspective of his previous position, when he was the conservation director of the Danish chapter of the World Wildlife Fund and would meet Maersk in his role as environmental lobbyist. Despite being poacher-turned-gamekeeper, he is disarmingly frank about the company’s environmental performance, “we deliberately try to avoid using words such as ‘eco’, ‘green’ or ‘environmentally friendly’ – how can a ship that burns 100 tonnes of fuel every day be ‘green’?”