In a world first, major Swedish food brand Felix has launched its own grocery store where products are priced on their climate impact: the more the carbon dioxide emissions, the higher the price.
In terms of climate impact, food production is responsible for approximately a quarter of the world’s greenhouse gas emissions. But despite consumers’ increased awareness about such negative environmental impacts and a desire to make better choices, it can be difficult to know which foods are best for the environment.
Swedish brand Felix, owned by Orkla Foods, has identified a consumer desire for clearer guidance in this respect, and they have attempted to provide this by opening The Climate Store – solving the issue where it really matters, at the point of purchase.
In the Climate Store, customers pay with carbon dioxide equivalents (CO2e) and all products are priced based on their climate impact. The company states that, in order to halve our climate impact, every customer must keep to a weekly budget of 18.9 kilograms of carbon dioxide equivalents. By using a climate-based currency, Felix highlights what the true cost of food really is, and that the change in our pocket is equal to the change needed for a sustainable world.
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Highlighting Felix’s passion for this new concept store, Thomas Sjöberg, marketing manager at Felix, said: “It will be exciting to see how customers react to trading with the CO2e currency and see if they manage to stay within their weekly budget. I think it will be an eye opener for many, to see how certain choices affect what you can afford to get in the same lunch bag.”
The grocery store is part of Felix’s long-term work to clarify the connection between the products we eat and their climate impact. From this autumn, Felix will label products with their ‘Low Climate Impact’ symbol in categories where consumers making good climate choices will make the most difference.