The Danish arm of Nordic supermarket chain Coop is launching a campaign that aims to put climate change at the heart of the food choices its customers make.
Coop’s ‘Green in Front’ campaign includes distribution of 500,000 posters that feature an updated version of the famous Coop Food Pyramid. The original was created by the retailer back in the 1970s and intended to show Danes how to eat more healthily.
The 2019 pyramid reflects new knowledge about healthy food stuffs that have less impact on the environment, in particular those that produce less greenhouse gas emissions. Coop says that by following the dietary recommendations containedin its revised food pyramid the average Dane would reduce their food based carbon footprint by a quarter.
Figures from Coop Analysis show that the Danes have already become increasingly climate conscious in recent years. In a new study, 61% of Danes polled said they were ‘concerned’ or ‘very concerned’ about how the climate is affecting them (up from 47% in 2010).
The campaign is part of Coop‘s overall climate strategy which incorporates reduction of food waste, in-store energy consumption, phasing -out of climate-damaging refrigerants and a business-wide packaging strategy.
Photo: Organic Denmark
The Nordic Organic Food Fair takes place on 13-14 November at MalmöMässan, Malmö, Sweden