Product Carbon Footprint Crash Course with Huel

Ever wondered how to set up a product carbon footprint that delivers real business value?

Jess Sansom, Sustainability Director at Huel, has made it her mission to do just that.

Huel, known for its nutritionally complete foods, is committed to ensuring every meal aligns with a 1.5-degree climate target.

A key tool in their arsenal is Product Carbon Footprints (PCFs).

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But first, what about corporate footprints?

While corporate footprints offer a broad overview, PCFs allow for a more granular analysis. By breaking down emissions at the product level, you can pinpoint hotspots and identify opportunities for improvement along the value chain.

Let’s get into it, how to set up PCFs:

“Take a couple of paracetamol before you get started, because it can be really painful to get started on this process and the data gathering is just hideous, that’s why organisations such as yours [Altruistiq] are now existing”.

Tip #1: Start where you think the majority of your emissions are.

Begin by analysing your existing data to identify the hotspots at an ingredient and activity level (think of the 80/20 rule). Prioritise data collection for these areas to pinpoint where you can make the most significant impact.

Don’t sweat the small stuff. For example, manufacturing for Huel is <5% of their total footprint vs ingredients which make up 83%. Go after the bigger emitters that will move the needle.

Tip #2: Use carbon pricing to drive business decisions.

Jess has been incorporating carbon emissions into financial calculations to evaluate the true cost of business activities.

Huel used carbon pricing to evaluate the environmental and financial implications of relocating a logistics centre. The business was on the fence about relocating as it would be an internal resource sink. However, when Jess added the carbon price lens to the decision, the move was a no-brainer - improved efficiencies, reduced costs and reduced emissions.

Tip #3: Run the data before running with consumer pressure.

While addressing consumer concerns is important, it's equally important to base decisions on solid data.

Huel initially faced pressure from “Hueligans” to replace their non-recyclable pouches. However, after analysing the data, they found that the pouches made up a negligible portion of their overall footprint (0.03%) and that the cost of switching to a more sustainable packaging option would be high (t$400 per tCO2e).

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Tip #4: Supplier engagement is key to successful PCF implementation.

Key considerations:

• Start with the procurement team: You can easily end up spending all your time chasing the “wrong person”.

The workaround: reach out to the account manager. Position the question and state the intended goal from a sustainability perspective. The procurement team can then ask the initial question and put you in touch with the right technical/ R&D professionals.

• Don’t make accusations: Suppliers are proud of their products and like to talk about them. Avoid making accusations. Instead, go in trying to understand the situation and find an explanation. Give them a chance to prove the data wrong.

Using PCFs has highlighted some surprising insights:

• Stevia (Rem M): a popular non-artificial sweetener that has a surprisingly high carbon footprint (>700kg CO2e per kilogram) due to the low yield of the stevia leaf (only using 1% of the leaf). By identifying this hotspot, Huel engaged their Stevia supplier to explore alternatives, such as fermented stevia, with a lower carbon footprint of 60kg CO2e per kg. You heard it here… less carbon, same taste!

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Tip #5: Carbon labelling is a fairly useless exercise…

“Look at nutrition labelling. It’s been mandatory for 30 years and yet overweight and obesity statistics are still heading in the wrong way”.

While carbon labelling can be useful for internal business decisions, it's not a silver bullet for driving consumer behaviour.

To truly resonate with consumers, focus on how your sustainable offerings provide additional benefits, such as improved taste, affordability, or ethical considerations. This approach can resonate more deeply with consumers and reinforce your brand's sustainability positioning.

Jess’s top piece of advice for sustainability professionals: Data is power.

Sustainability professionals are agitators. Armed with solid data and a clear vision, you can be a more effective and positive advocate for sustainability.

Tune into the full conversation here.

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