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 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.
“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,” Felix Marketing Manager Thomas Sjöberg said. “I think it will be an eye opener for many to see how certain choices affect what \[they\] can afford to get in the same lunch bag.”