German supermarket chain REWE recently ran an unusual promotion: instead of cutting prices, it advertised CO2e* discounts using the familiar graphic style that normally indicates bargains. The retailer showed how much CO2e customers could save for a selection of products. The difference between higher 'prices' and lower ones? The low CO2e values were for REWE Bio+vegan products, and the high ones were for their animal-based counterparts — oat milk vs cow's milk, falafel vs meat, etc.
Values were based on calculations by ClimatePartner, using the 'Greenhouse Gas Protocol Product Life Cycle Accounting and Reporting Standard' following a cradle-to-customer plus waste approach. REWE was voted Germany's most vegan-friendly supermarket in 2021 (losing to competitor Globus in 2022).
