In this blog entry we introduce Dr Panayiota J Alevizou, who is the inspiration and lead researcher of the Eco Label Research project. Panayiota holds an MBA and a PhD and is a lecturer at the University of Sheffield. Her main research interests are: eco labelling, sustainable branding and environmental management systems. In her 15 years of research experience she has shaped the labelling practices of a number of companies in Europe. She is currently working closely with companies and industry associations in Greece and in the UK, for more effective on-pack sustainability claims. Panayiota discusses her work in this video as part of the University of Sheffield project: What Does Sustainability Mean to You.