ABOUT US
We are on a mission to help shoppers choose the sustainable food they want
With the goal to cut 20 million tonnes of CO₂ from UK groceries
That’s equivalent to planting roughly a billion trees!
80% of UK shoppers wish to shop more sustainably.
THE CHALLENGE
If shoppers demand more sustainable food, why isn’t more being supplied by farmers and producers?
Over the past decade of working with retailers, food producers, farmers and other groups in the food chain, we see two major themes that reinforce the status quo:
1. Shopping sustainably can be complex, inconvenient and expensive
2. We tend to prioritise the short term over the long term
OUR VISION
By helping shoppers easily identify more sustainable options and the difference they could make, we make shopping sustainably an easy and rewarding experience.
Through identifying sustainable swaps, we can be empowered and enabled to make our food choices consistent with our values. In turn, food producers and farmers will be rewarded for producing more sustainably, catalysing the necessary changes in government policy to speed up our arrival of a more sustainable future.
If we are to succeed in shifting our food and agriculture system to one that is largely sustainable, governments, food producers, retailers, farmers, researchers, non-profit and community groups all need to be part of the solution.
We are working with actors across the food system in order to provide robust guidance in a pragmatic way. We believe there’s an opportunity to better align incentives to change the system for the better.
WHAT WE VALUE
Simplicity- We make the complex simple by focussing on what matters
Transparency - We work openly and collaboratively to enable a better tomorrow
Empowerment - We empower people to make the change they want
Compassion - We care deeply for our planet and everyone we share it with
Courage - We aren’t afraid to make progress before we have the perfect solution
OUR APPROACH
We determine our guidance through our Sustainability Measurement System
Objectives:
1. Include relevant, available Environmental, Social, and Governance data
2. Indicate variation in sustainability between products
3. Is transparent, to build trust and identify areas to improve
4. Strike the right balance between pragmatism and accuracy
5. Continually evolve over time to incorporate latest research
WHO WE WORK WITH
To realise our vision, we are working together with stakeholders across the food community:
Food retailers - To help shoppers shop more sustainably
Food producers - To improve sales of sustainably produced food and drinks
Food researchers, sustainability policy groups, and third party certifications - To support efforts to increase the demand and supply of sustainable food
Everybody who buys groceries - And wants to shop more sustainably, with an app from early 2021
