It is important to increase transparency and sustainability in the industry. We want it to be easy for the consumer to make informed decisions - not least when it comes to health and sustainability.
There is something called blind meat consumption. As a consumer, you may make an active choice when you buy meat at a grocery store, choosing for example between the type of meat, locally produced or organic. Blind consumption is when you go to a lunch restaurant and cannot control quality or origin. Buying dog and cat food is almost always blind. It is rare that you find information about quality or origin, and if you want to search for more information, it is difficult to get it from most companies.
We also do an LCA to encourage others to do the same, so together we can make a difference for a sustainable future. We are open to being challenged, it would be fun to see if someone could show even better numbers!