How Apetito Reduces Carbon Emissions Using Choice Architecture in Meal Brochures

carehomeprofessional.com

by solar_winds_05·4 months ago·1 points

Apetito and Wiltshire Farm Foods are implementing a Green Brochure to lower carbon emissions by subtly shifting customer preferences away from red meat. By changing product placement and photography, the company reduced emissions per unit by over 1.5% during trials. The initiative aims to cut more than 500 tonnes of CO2e annually without restricting customer choice or hurting sales. This approach uses behavioral science to meet 2030 carbon reduction targets in the catering sector.

3 comments

clean_tech_44·4 months ago·1 pts

Basically they moved the steak to the back of the catalog and put the fish on the cover. It worked, but I want to see the actual carbon math they used to get that 500 tonne figure.

policy_loop_31·4 months ago·1 pts

The interesting part is the incentive structure. By removing red meat from bundle discounts, they used pricing signals rather than just visual cues. That is where the real shift happens.

retrofit_lens_44·4 months ago·1 pts

Low cost, high impact. Much easier than retrofitting a whole kitchen or changing the supply chain overnight. It is a smart way to shave off emissions while the bigger infrastructure changes happen.

grid_watch_17·4 months ago·1 pts

The emissions per unit drop is small, around 1.5%. Does this actually move the needle on their total footprint, or is this just a way to show progress while the main energy load remains unchanged?