Felix, a Swedish food brand, has opened up a new store where the price of goods is based on CO2 emissions associated with farming and transporting the food.
Felix, a Swedish food brand (no, not the cat food brand) has opened up a new store where the price of goods is based on CO2 emissions associated with farming and transporting the food.
The pricier the food, the more CO2 emissions it produced.
Food production creates 25% of the world’s carbon emissions, so it’s a prime target for people trying to reduce the impact of climate change.
The management team at Felix are excited to see how this new store will be received.
Thomas Sjöberg, marketing manager at Felix, explained to New Food Magazine:
“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.”
Customers will have to have a weekly CO2 budget of 18.9 kg of CO2 equivalents or less if they want to reduce their carbon footprint by 50%, giving people a measurable way to help the planet in small everyday ways.
This is the most transparent way possible to show the impact of certain foods on the environment.
I hope that other stores roll out similar features, even if they don’t base their prices off of it.