Mindful chef - 2022 impact report review
The impact report under the spotlight this week is from Mindful Chef...
👍🏻 3 things I like...
1. DOING GOOD IS BUILT INTO THEIR BUSINESS MODEL
Their product is all about eliminating food waste … which is a massive contributor to climate change. So doing good is built into what they do.
As well as reducing food waste in the home, any surplus they have leftover goes to The Felix Project or is converted into energy / fertiliser.
2. THE DATA THEY USE TO BACKUP WHAT THEY SAY
The report has a good balance of quantitative data, qualitative data, images, specific examples and explanatory text.
3. REVERSE ADVENT CALENDAR
I really like the reverse advent calendar concept. Customers put a dry item of food in their Mindful Chef box every day for 20 days. Then all this food is distributed to families who need it at Christmas by The Felix Project.
This is a beautifully simple idea that engages their customers, makes a difference and is a great way of using the boxes that have already been distributed.
❓3 questions it raises
1. WHAT CAN WE LEARN FROM LOW CARBON LABELLING?
Lots of people say they’re concerned about climate change and want to do something about it … but do they actually make changes?
As Mindful Chef has introduced low carbon recipes, what have they learnt about customers' actual behaviours and decisions? What can other businesses and the public sector learn from this as we look to reduce global emissions?
2. WHAT NEXT?
What are their objectives and plans for next year (and beyond)? How are they going to continue to reduce their negative impact and scale up their positive impact?
3. HOW DO THEY GET ASSURANCE OVER THIRD PARTY CERTIFICATIONS?
There's been lots of criticism of certifications like Marine Stewardship Council and Fairtrade. Where Mindful Chef relies on certifications like these for the provenance of their food, what actions are they taking to ensure they're getting the quality they think they are?
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You can read the report for yourself here and let me know what you think.
If you’re preparing to write your own impact report, you might find my FREE Impact Reporting Roadmap helpful: