Climate receipts have supported an already growing trend, “one in five hamburgers sold is now vegetarian and the popularity of vegetarian meals in general has increased.”
A Norwegian online grocer reported that orders for red meat and other carbon-intensive products have fallen since submitting weather receipts last January.
Oda, an Oslo-based startup, formerly known as Kolonial, worked with Cicero, a Norwegian climate research institute, to create carbon footprints that could help customers better understand their dietary choices.
They grouped each product into high, medium and low emissions so that each item on the invoice gets a rating, indicating the total carbon footprint of each purchase.
Louise Fuchs, Oda’s director of sustainability, told The Independent: “Our clients told us that it is almost impossible for them to know what is climate-friendly.
“We thought it was a major challenge to solve, so we started looking for easy ways to communicate emissions.
“We don’t want to point fingers and tell our customers what to buy and what to avoid – the weather bills came in because of what our customers asked for.”
While the food delivery company has seen a major drop in orders for red meat and other less sustainable products, orders for plant-based meals have skyrocketed.
More sustainable movements
To further its environmental goals, Oda also suspended multi-buy offers on less sustainable foods to avoid unnecessary purchases and consumption and switched to reusable cardboard boxes for deliveries instead of plastic bags.
Revealing buying trends on the platform, Fuchs said that orders for meat substitutes have grown 80% year-on-year. In addition, Oda customers now buy more than 50% more fruits and vegetables than the average consumer publishes carbon receipts.
“We have received excellent feedback from customers on the solution. It is supporting an already growing trend: one in five burgers sold is now vegetarian and the popularity of vegetarian meals in general has increased, ”Fuchs revealed.
“Lentil soup was one of our top ten best-selling recipes last year; the years before, it was nowhere near the top ten.”
He further added: “We were the first in Norway to create the weather receipt and a year later we have seen examples of other shopkeepers following the trend.”
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