It’s hard to imagine a fast food joint actually discouraging people from consuming meat and other resource and CO2-intensive food items but the Swedes have always done things a bit differently.
Max Burger, Sweden’s most popular and oldest fast food outlet, has decided that low impact food with a transparent carbon footprint is the way of the fast food future.By using a system of carbon labelling, the restaurant chain boasts that it is the first in the world to publish detailed carbon emission data on their menus including the greenhouse gases generated from farm to paper wrapper plate.
"We think you need to be honest with the customer. We hope to change the whole of the fast-food industry by this," explained Max Burger spokesperson Par Larshans in a BBC interview. "We want people to eat less meat."
The innovative fast food restaurant chain is also offering a lot of healthy, lower impact options including soy, veggie and falafel burgers to help Swedes make the transition to greener fast food choices.
Visit: http://www.max.se/en/
Via: BBC
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Yes - we want to reduce the consumption of beef - see me on a Canadian show that was broadcast live on the 27th of December. And you can also watch when Sir Paul McCartney speaks about MAX in the European parliament on the 3rd of
December.
Best wishes
Pär Larshans
Director of Sustainability
MAX restaurants - Sweden
written by Yes - we can change! , January 01, 2010