According to a recent YouGov survey, 59% of individuals are now actively choosing to lead a low carbon lifestyle, with diet changes being recognized as the most effective means to reduce their personal environmental impact. However, a majority of shoppers (61%) feel that they lack the necessary information to make informed sustainable choices, as stated by the EY Future Consumer Index.
To address this issue, Reewild has developed an app that is now available on the AppStore and Google Play. The app claims to provide complete transparency regarding the climate impact of everyday food and drink products. Users can discover the carbon footprint of millions of recipes, products, and ingredients by utilizing the in-app search function or scanning barcodes.
Each item in the app’s database is rated with a traffic light system from A to E, indicating its environmental impact. Additionally, each item is assigned a Carbon Calorie (CC) value. The CC value simplifies understanding by equating to 1g of CO2e (carbon dioxide equivalent) emitted throughout the product’s lifecycle, from farm to fork.
To compile this database, Reewild collected data from carbon accounting firms such as Footsteps, Carbon Cloud, Climate Partner, and MyEmissions. By doing so, consumers are provided with a comprehensive overview of the products they purchase.
Furthermore, the app encourages users to track their daily consumption by logging the items they consume in a personal carbon footprint tracker. This tracking feature is similar to successful calorie counting apps like MyFitness Pal. The app’s ultimate goal is to help users remain below a predetermined Carbon Calorie Goal, which is calculated in alignment with climate targets. Users receive recommendations for switching to greener products and are rewarded for reducing their carbon footprint. These rewards include exclusive discounts and promotions from sustainable brand partners, such as Mindful Chef, Dash, Tenzing, and Coco di Mama.
Additionally, users have the opportunity to contribute to certified reforestation by subscribing to a monthly tree planting service available through the app.
Reewild aims to make climate action mainstream by incentivizing sustainable purchases and connecting responsible brands with conscious consumers. The app will continue to evolve with the addition of features such as AI integrations and enhanced gamification to increase user engagement. This will include challenges, badges, rewards, league tables, and monetary incentives, making eco-friendly behavior not only beneficial for the planet but also for people’s wallets.
Freddie Lintell, CEO of Reewild, stated, “We’re on a mission to empower anyone to take climate action, one meal at a time. By giving consumers the tools to make better choices through our carbon tracking app, we’re empowering them to use their purchasing power for good. This creates a virtuous cycle where businesses are incentivized to lower their emissions to meet the growing demand for greener goods. Through collective action, we’re confident that the Reewild app can drive the change needed to reduce our impact on the planet.”
Kit Nicholl, Reewild’s Co-Founder and COO, emphasized the business incentive for brands to manufacture products with a reduced carbon footprint. He stated, “The unique aspect of the app is that climate responsible brands can showcase their products to eco-conscious consumers, fostering brand loyalty within this customer segment. Through our app, we actively recommend greener products with credible climate data associated with them.”
In cases where carbon data is unavailable, the app uses estimation techniques to score certain products. This provides an incentive for companies to publish climate data, ensuring transparency. Nicholl stated, “We’re fully transparent in this regard. Rather than providing an incomplete picture, we offer consumers a comprehensive database with varying degrees of accuracy. This is indicated by a data accuracy dial for each product.”
The app’s release coincides with speculation that the UK government, following the example of France and Denmark, will implement mandatory carbon labels on food and drink products. The Department for the Environment and Rural Affairs has established the Food Data Transparency Partnership, which aims to develop a unified methodology for calculating the carbon footprint of such products. However, there are calls for additional information to be displayed on labels, including factors like pesticide use, climate impact, biodiversity, and animal welfare.
Regarding the issue of labeling, Nicholl emphasized that the app provides consumers with valuable carbon information. He stated, “We didn’t want to let perfection hinder progress. We understand the importance of providing carbon information promptly. This is extremely useful for the end consumer.”
