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Brief Published: 20 Oct 2016

Supermarket Embraces Climavores

ICA's 'Climavore-friendly' meals

Swedish supermarket chain ICA is now enabling consumers to make sustainable choices via its new climate-guided recipe initiative. The move validates our prediction of an uptick in ‘climavore’ living – where individuals eat according to the unpredictable rhythms of climate change and agricultural spontaneity (see Culinary Provocateurs, part of our Currency of Dissent Industry Trend).

Shoppers can now access a climate guide for select recipes on the brand’s website, where recipes are marked with one, two or three leaves to symbolise how “friendly” they are from a climatic perspective.

Thanks to positive consumer uptake and the brand’s determination to align closely with ecological accountability, all recipes – including those for salads, tacos, pasta and fish – will be given a climate rating that reflects their seasonality and level of climate pollution, enabling consumers to make informed decisions.

For more on the wider theme of informed consumerism in the culinary domain, see Culinary Consciousness. Meanwhile, see Reframing Rare and Feeding Tomorrow’s Consumersboth part of our New Food Frontiers Industry Trend – for deeper insights into food security challenges.

For more on climate’s influence on alcohol product development, see Wildcrafted in Alcohol Packaging Trends 2016.