ABSTRACT
Max Burgers became part of the solution by analysing the climate impact of its food production from farm to table. Apart from targeting customers, the coRobin Willner mpany has made voluntary carbon offsets throughout its supply chain to support reforestation projects in Uganda and Mozambique. This chapter aims to inspire customers to choose climate smart alternatives on the menu. Secondly, it got customers involved in reflecting on the climate impact of food in general. Customers are given the opportunity to compare the emissions of various burgers and make climate-smart choices of meals through the information given to them on sustainability. A survey conducted by Mindshare found an increase in customer loyalty of 27 per cent for Max Burgers between 2007 and 2009, which concluded that much of the brands success be attributed to the carbon labelling on the menu. Pr Larshans identifies the main lessons learned from Max Burgers Climate on Menu initiative.
