Ready meals company claims carbon neutral status

The brand claims to have successfully offset the surplus carbon in its supply chain through a variety of measures. These include tree planting, regenerative agriculture, plans for large scale hedge planting projects and the reversion of arable land to permanent pasture to allow for permanency in the root structure.

Within the Wild Hare’s carbon footprint assessment, all aspects of farming have been reviewed, including reducing the use of tractors to lower diesel emissions and the stopping of tilling. 

Carbon tracking start-up Reewild delivered the LCA, using its Foodsteps methodology. The two brands are now set to combine their focus on providing product level climate transparency by using the latest QR technology and unique landing pages to offer clearly defined carbon data to consumers.

QR codes

Individual QR codes will feature on the Wild Hare’s ready meal packaging, which, when scanned, will take consumers to a product information page providing carbon data for that specific meal. The data will include a full carbon footprint breakdown, an overall carbon score and the opportunity for customers to offset their own meals via a personal Reewild Portal. 

Reewild has also outlined how the ready meal range achieved carbon neutrality via a new Public Impact Page. The page will outline the offset process, provide the total CO2​ reduction figure and offer examples to clearly communicate the impact to shoppers. For example, the recent offset project restored the carbon equivalent of charging 1,147,959 mobile phones.