Presentation of our environmental labelling experimentation report
Last July, ITAB, in collaboration with Sayari and Very Good Future, submitted its environmental labelling proposal in response to a call for applications launched by ADEME.
We bring a method and a display format that mobilize scientific knowledge to inform and guide decisions towards a more virtuous diet for health of humans and planet, from farm to fork. Our «Planet-score» proposal responds to the specifications of the call for proposals as well as to the recommendations of the Scientific Council of the experimentation: propose a method allowing both a differentiation between product categories (example: meat versus apple) and intra category (different types of apple, produced by different modes of production) based on a “baseline” LCA and supplemented by a number of complementary indicators to reflect impacts that are sparsely, not or poorly covered currently in LCA (pesticides, climate, biodiversity and animal welfare).
Consumer information is provided in a composite format, displaying four indicators in addition to an aggregated score. Qualitative studies carried out in stores, organic and conventional stores, and the quantitative study conducted among a sample of 1,000 people representative of the French population showed that this format met expectations of transparency and information on key criteria for consumers and that, as a result, it activated powerful levers in terms of behavioral changes and significantly higher than with a single environmental score.
Experiments are underway for implementation on “real-life” food products. Do not hesitate to contact us if you wish to co-build this approach with the project team and its stakeholders.
The report on the experiment is available here (in French).
Contact us: firstname.lastname@example.org