Can climate messaging on menus impact the choices consumers make?

Can climate messaging on menus impact the choices consumers make?

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we've all seen the calorie counts on food packaging some restaurants even put it on the menu so why not a carbon count or at least a consideration that's what researchers at the world resources institute tested on more than 6 000 consumers with remarkable results certain environmental messaging doubled consumers ordering of low-carbon plant-based items the menu messages ranged from joining a movement to a sustainable future to small changes big impact one suggested taste benefits
00:32
those whose menus included the sustainability messages were more likely to select lower carbon meals at the recent climate summit in glasgow packaged foods offered an actual carbon count can a chipotle burrito bowl change the world chipotle offers carbon information for its food both on its website and app they call it a food print now you can measure how the ingredients in your order help to reduce its impact on the planet it's the average impact on things like carbon in the atmosphere water saved
01:04
soil health organic land that you save by eating at chipotle versus somewhere else that uses conventionally raised ingredients we know people are making decisions based upon it panera offers a similar strategy with cool food meals highlighting those items with a low carbon footprint so do consumers really care it does matter i mean as a whole for the environment but i mean just if i'm going to chipotle instead of chicken or beef like i'm just going to get what i like absolutely i'm vegan so i'm a big proponent of you know japanese-based items put a
01:35
carbon count on its foods because you can only do that when the food comes from one place that's why it would be hard to have any kind of national carbon label on food still the messaging apparently does make a difference kelly yeah calories are a little easier and even then we get readings sometimes that are all over the map so how could this information be information that consumers really trust well it's the kind of thing that if you invest in the messaging and that's actually what the us government is doing right now the usda just announced today that it's investing one billion dollars
02:06
in so-called clean agriculture that's companies as well as farmers as well as cities and states that will go more toward this clean agriculture idea that is perhaps put more money into startups that do that kind of carbon capture we in fact profiled one of the small ones on your show a couple of months ago one that takes agricultural waste boils it into an oil and shoots it back into the ground so it's that kind of messaging that clean agricultural messaging that will inevitably make a difference very interesting a look at the next chapter diana thank you very much our diana
02:37
olick reporting

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