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.
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 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 says it’s highlighting 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.
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.”
Felix also plans to start adding a new label to their manufactured food products, which will feature a Low Climate Impact symbol.
Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living.