Carbon Labeling - Will it give results?
Late last year, New York Times reported that labels listing carbon emission associated with certain produce products have started appearing in the grocery stores and restaurants in Sweden. This is a direct result of the study done by the Nutrition Department at the Swedish National Food Administration which established new food guidelines with equal weight for climate and health. The study has brought out many surprising facts about the greenhouse gas released by the different produce items during the growth.
For example, the study recommends Swedes to eat chicken over red meat because of larger greenhouse emission associated with raising cattle. Report says combined with the guidelines and new labeling, Sweden expects to cut the emission by 20 to 50 percent.
While I principally agree to this noble idea, the results will depend on the adoption by the mass. There is a widespread awareness about the global warming in the developed and developing countries. There could be thousands of reasons for carbon emission and many thousands of avenues to reduce it. However we have seen very little practical efforts towards reducing carbon emissions. It looks like everyone waiting for somebody else to do something. It has not reached to an individual responsibility level. In order to leverage carbon labeling people may have to change their dietary habits, which may take a long time.
Another challenge will be the effort and cost that is required to create a comprehensive database of the carbon emission equivalent for every possible food item in a country (Sweden). Database may have to be revised periodically to account for changes in dynamics that leads to the emission rating.
Leave the challenges aside, grocery retailers can grab the opportunity here. Early movers (by adopting carbon emission labeling) can capitalize by marketing stories. Parallel can be drawn from the nutritional labeling effort by some of the grocery retailers, which got them shopper’s attention and increased their sales. It all depends on the appetite for the investment.
Comments
We are seeing the awakening of the earth conscious consumer. Much like the wave of health conscious consumers a decade ago who spawned the 'organic' culture, the green movement is building momentum. Hybrids are catching on, reusable grocery bags are the in thing and there is talk of renewable energy becoming mainstream in its own unique ways.
If the "Guiding Stars" rating enabled the health conscious consumer, the "Carbon Emission Labeling" can also make a difference. Consumers already aware, will be empowered. People not so aware, may be shocked into learning the carbon footprint that their habits carry; which in turn can nudge them into environment friendly choices.
So I say, bring it on! We need this yesterday!
Posted by: Sreejith Kolore | February 25, 2010 3:56 PM