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New survey suggests strong European consumer demand for sustainable food

Published by , Deputy Editor
World Fertilizer,


Yara International has announced the findings of a new European survey on sustainable food conducted by leading international market research company IPSOS on behalf of Yara. The report provides an overview of consumer purchasing habits and sustainable food preferences.

The world’s food production accounts for more than a quarter of global greenhouse gas emissions. This new report shows that 58% of Europeans consider the climate impact important when buying food and beverages. In addition, 51% of Europeans are willing to pay more for fossil free food items, meaning food produced without fossil sources. However, most people feel that it is not easy to know which food is climate friendly, as 76% of Europeans would like the carbon footprint to be visible on the food label.

"Decarbonisation of food is possible and that is why we are developing green fertilizers made from water and air using renewable energy, to support farmers and food companies in reducing their climate impact of their food. These voluntary choices must be supported by adequate policies. The EU's Sustainable Food System initiative, planned for the end of 2023, should therefore create a set of incentives for food systems’ actors to go beyond the minimum requirements and favour low-carbon footprint solutions such as green fertilizers," says Birgitte Holther, VP Green Fertilizers at Yara.

In Porsgrunn, Norway, Yara is building the first production plant to run on renewable energy. From here, Yara will produce green fertilizers made without the use of fossil energy or fossil sources. This will result in crops with an up to 30% lower carbon footprint and up to 20% carbon footprint reduction in the food produced, making them a powerful solution to grow a decarbonised and fossil free food future. The first green fertilizers are planned to enter production in the second half of 2023.

The market demand for food made without fossil energy sources is high. More than half of Europeans (51%) said they are willing to pay more for climate friendly food. A clear majority of Europeans (74%) say food companies need to work to reduce the emissions from their food production.

Key findings in this survey

  • 58% of Europeans consider the climate impact important when buying food and beverage items.
  • 69% of Europeans would choose a climate friendlier food item versus a cheaper option (26% would choose a fossil free food item, 43% would choose a low-carbon item).
  • 51% of Europeans say they are willing to pay more for food made without fossil fuel sources.
  • 31% of Europeans already make sustainable choices when it comes to their buying habits.
  • More than three out of four (76%) Europeans want to see the carbon footprint of food items on the label. Nearly three out of four Europeans (74%) believe food companies should work to reduce emissions in their food production.

Read the article online at: https://www.worldfertilizer.com/project-news/02032023/new-survey-suggests-strong-european-consumer-demand-for-sustainable-food/

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