"I'm more than my receipt" - a civic movement in Belgium to make sustainable food the new normal in supermarkets
The primary objective of the initiative 'I am more than my receipt' is establishing a citizens' movement that aims to make sustainable food the default option in supermarkets. Through the initiative supermarkets get a platform to showcase and learn about credible and impactful sustainability initiatives and to establish a dialogue with their customers. Through dialogues between consumers and retailers, and through communication campaigns, the initiative pushes retailers towards bolder sustainability initiatives. The retailers get the chance to compete for an award for the most impactful sustainability initiative. After a preselection by an experienced jury, it is the Belgian citizens that choose the winner. The award was won in January 2020 by Colruyt.
We want to push supermarkets towards bolder action to mainstream sustainability, so it becomes easy and accessible for everyone – even if you lack the knowledge, money or time to get involved in it. The award-criteria look at impact on the 3 dimensions of sustainability: Economical (improving producers income, improving price stability and transparency,…); Social (improving consumer health, working conditions, animal wellbeing, inclusion of vulnerable groups,…); Ecological (reducing GHG emissions, ecological footprint, water footprint, land usage, improving biodiversity). Other criteria include: - Long-term impact: Is there a commitment in time? Is a growth trajectory in place? Does the initiative have a wide reach? - User friendliness: does the initiative make it easier for the consumer to buy sustainably? In other words: it should not require more time, mental effort or money from the consumer's side. - Integration in company practices: Does the initiative involve multiple departments (procurement, marketing, shopkeepers, …) ? - Involvement of other chain actors (suppliers, customers, …): Are suppliers involved in determining new standards and practices? How are customers involved (e.g. test panels, communication campaigns, shareholdership,…)? - Leadership: Is the company showing leadership with the initiative, for example by taking a stand on a certain issue and showing the way for the whole sector? Is the company taking a risk in doing so? How innovative is the initiative compared to initiatives of the company's peers? The award-entering process triggered internal debate within the companies on which of their initiatives was already generating significant impact. In total 3260 citizens casted their vote.
