I don’t buy ecological food. Or really any sort of ecological products. It’s not that I club baby seals in my spare time. Or even cut down entire rain forests to make a box of toothpicks. It’s just that I don’t notice any difference in taste or quality. But what it really comes down to is that I’m cheap. And buying ecological is not cheap. Sweden loves the environment though. And so they love ecological food.
Coop, a large grocery chain here in Sweden, plays up the ecological thing. They have a special ecological brand that they push. They have ad campaigns focusing on ecological goods. They even have special biodegradable bags (at least at some stores). There is a Coop near me and I’ve been shopping there lately because it is just so very close.
The other day I was in the store trying to feed myself for another week. I picked out the classic food stuff. Milk. Cereal. Bread. Meat. But I needed some fruits and veggies. And there they were. Black beans. I love black beans. They were cheap too. I love cheap. So I threw them in my basket without thinking too much.
I walked to the counter and paid. Because stealing is wrong. And obviously looked at my receipt as I walked out. I like to keep track of how much I spend every month. That’s when I noticed the little clover staring back at me.
Apparently, on every receipt, Coop prints a clover next to the ecological products you bought. Not only that, at the bottom they have a little summary. Again, the little clover shows up, this time right next to a total amount of money spent.
I managed to spend 26 SEK on my miljömärkta varor.
I’ll be honest, while I noticed the little clover picture, it didn’t exactly make me want to buy more ecological products. In fact, it just made me pay more attention to what percentage of my grocery trip was spent on ecological food. And when ecological food is as expensive as it is, that’s maybe not a good thing.
Welcome to Sweden. And ecological food.
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