I am more than my receipt

I am more than my receipt

A civic movement in Belgium to make sustainable food the new normal in supermarkets
This project is part of the following focus areas:

I am more than my receipt (in Dutch: Ik ben meer dan mijn kassaticket) is a Belgian civic movement to make sustainable food the new normal. But don’t expect to see that just by looking at your receipt.

The attitude-behaviour gap

Research shows that most people are convinced of the importance of caring for the environment, tackling climate change, eating healthier food and paying fair prices. People have been much less successful in living up to these beliefs when it comes to making their shopping choices in supermarkets. Excuses include that it is just too difficult, they have too little time, and it is just too expensive. Together with our 6 partners,we want to overcome this attitude-behaviour gap.

Challenges

  • Sustainable consumption relies on a niche market segment.
    Consumers can help promote a more sustainable food system through the choices they make when shopping. Consumers have shown a positive attitude and willingness to do so, but all kinds of stumbling blocks seem to come up once they are in the shop. These include high prices, limited choice, and inconvenience, among others. More than 80% of consumers want to shop in a more sustainable manner, yet only 16% follow through when it comes to their behaviour.

  • The consumer is a passive player.
    While the consumer is often seen as 'the problem' in the discussion about sustainable food, they are seldom really involved in the conversation.

  • Supermarkets have leverage, but are not yet fully taking advantage of it.
    Most people in Belgium buy their food in supermarkets that have the necessary tools and expertise to promote sustainable choices. They have been able to make sustainable shopping the new normal through supply chain adaptations, targeted promotions and advertising, and redesigned shopping environments. Despite a plethora of promising initiatives, fierce price competition has hindered many of them from being the first to take big steps in this direction.

  • Sustainability is often defined in a very one-sided manner
    Fortunately, ecological matters are receiving more and more attention (less packaging, energy consumption, pesticides, etc.). However, the economic pillar (viable prices for farmers) and the social pillar (e.g. inclusion of disadvantaged groups) are still too often forgotten when it comes to sustainable food.

Strategies

We are now exploring new options as we bring together supermarket managers, consumers and the relevant experts in their role as regular citizens.

  • We are strengthening support for sustainable consumption
    Together with our partners, we are reaching a large audience and really putting the issue on the public agenda.

  • We are giving a voice to a large group of "imperfect consumers" who want to, but fail to, consume sustainably. Through workshops, an online column series with questions directed at supermarkets, a seasonal vegetable fair, and an award, among other things, we offer concrete ways for people to contribute to solutions.

  • We engage in a dialogue with supermarkets and their sustainability experts about their ambitions, challenges and obstacles when it comes to making sustainable food the new normal. We exert positive pressure by highlighting the need for realistic initiatives that can have a long-term impact.

The partnership

''I am more than my receipt” is a Rikolto (Vredeseilanden) initiative in collaboration with Fairtrade Belgium, Ferm (a women’s organisation rooted in the farmers’ movement), Femma (a women’s organisation rooted in the labour movement), Gezinsbond (a family union) and Test Aankoop (a consumer association). Each of these organisations has its own unique approach to food. Together they represent more than one million consumers in Belgium.

Results

  • We have launched a coalition of 6 civil society organisations, each of whom is working on sustainable food from its own perspective. Together we are reaching more than 1 million people in Belgium alone.
  • More than 6,000 people are following the campaign closely and have participated in at least one of the activities.
  • In 2018, we organised a "Dear supermarket" question-and-answer column series. Consumers submitted their sustainable food questions to supermarkets in collaboration with parenting blog Maison Slash.
  • 5,000 people participated in our 2018 seasonal vegetable challenge. With the help of Belgian television chef Sofie Dumont, they cooked with seasonal vegetables alone for one whole week. Supermarkets were challenged to give seasonal vegetables more visibility.
  • In 2019, we organised 15 “I am more than my receipt” workshops. Consumers engaged in a dialogue with local supermarket managers as well as marketing and consumer behaviour experts.
  • In 2019, we started the “I am more than my receipt” Award in collaboration with De Standaard and Gondola. We highlighted supermarket initiatives that brought sustainable food into the mainstream.

Fairtrade Belgium

Fairtrade Belgium

As a member of Fairtrade International, Fairtrade Belgium plays a bridging role between the international objective and the Belgian market: creating a vibrant market for Fairtrade products in Belgium.

Ferm

Ferm

Ferm is a network of women that involves and connect people at every moment in life. It transcends an energetic vision on social themes, offers a wide range of services and recreational and educational activities. Ferm contributes to lively neighbourhoods in the countryside.

Femma

Femma

Femma is a women's association with 50,000 members in more than 700 groups in Flanders and Brussels. Every year Femma and its volunteers organise more than 30,000 creative, culinary and sports activities. Femma fights for equality, time and happiness for women and men.

Gezinsbond

Gezinsbond

Gezinsbond is an independent family association that defends the interests of families in the Flemish and Brussels region of Belgium.

Test Aankoop

Test Aankoop

Test Aankoop (*Test Buy*) is the consumer organisation in Belgium that has been informing, representing and defending Belgian consumers since 1957.

Hannelore Tyskens
Hannelore Tyskens
Verantwoordelijke legaten & contactpersoon Ik ben meer dan mijn kassaticket
016 / 74 47 10
Liesbeth Van Meulder
Liesbeth Van Meulder
Program Advisor public & private sector
Steven De Winter
Steven De Winter
Digitale marketingmedewerker
Jelle Goossens
Jelle Goossens
Communications officer
0485/08.29.60