SPOTLIGHT: CARBON LABELLING PROGRAMME WITH TREEHOUSE

What is the programme?

The Carbon Labelling Programme, launched by Future Green (formerly Food Made Good HK) and Henderson Land, features top F&B leaders. Bells ring in our heads at the mention of “sustainability” and “food”. Treehouse, with its “One with Nature” mantra, leads Hong Kong’s sustainable F&B scene, defining true quality and plant-forward food. Months after launching carbon labels in its menus across 3 outlets, I meet Christian Mongendre, Founder of Treehouse. We discuss the carbon labelling programme, consumer decisions in Hong Kong, and Future Green’s role in building awareness for future generations.

The Treehouse Philosophy 

Treehouse was founded in 2019 with unique offerings specialising in high quality whole foods and highly customisable foods appealing to diets of all kinds. With a strong commitment for planet-friendly practices, Christian chose plant-based food for Treehouse to further showcase their dedication to planet-friendly food. Its menu serves unprocessed whole foods free from preservatives, refined sugars, food dyes, trans-fats and more. The purpose-driven agenda at Treehouse is also well communicated through their flagship stores, delivering warm wooden interiors alongside dedicated composting stations and recycling bins. Treehouse’s mission is clear – to encourage Hong Kong’s consumers to prioritise our physical health and planetary health.

 

How has Treehouse’s Sustainable Practices Impacted Hong Kong’s Consumers?

Serving as an educational tool for the community, Treehouse’s carbon labelled menu is a plight for community awareness on food emissions. Each dish (topping, on the Treehouse menu) is labelled.  It shows one of three icons, indicating low, medium or high climate impact. Future Green enables this initiative by using an ISO 14040-certified life cycle assessment methodology for carbon footprint calculations. Their data partner, Klimato, uses their extensive database of average carbon footprints covering various food items. 

Each of Treehouse’s toppings on its menu features a climate-impact label, communicating the emission intensity of different foods to customers. 

This initiative showcases Treehouse’s commitment to a sustainability practice beyond supply chain and operations. Treehouse prioritises a transparent supply chain for quality, sustainability, and freshness in sourcing ingredients. In addition to this, it sets the benchmark for food composting, eco-friendly packaging, and waste management.

However, Hong Kong consumers are slow to prioritise quality and sustainability in food choices. Wider education by organisations, restaurants, and industry leaders is needed to shift consumer behaviour.

“The main reason people are interested is the taste or quality of the food,” says Christian. “Only a small market cares about sustainability.”

Partnering with Future Green to bring Awareness through Action

Although sustainable F&B practices are not yet prioritised by consumers, Christian believes education and communication are key. Therefore, raising awareness through campaigns, lobbying for government incentives, and uniting businesses is crucial. Furthermore, initiatives like carbon labelling menus can significantly shift mindsets and increase awareness in the evolving food industry.

Moreover, Future Green’s role is well defined in this arena, as Christian suggests. “I think Future Green focuses a lot on the educational part of the business, bringing awareness and encouraging people to take such action. It’s many more things (in which) our collaboration can achieve.” 

Acknowledging that Hong Kong consumers are hesitant to pay a premium for quality, Christian remains optimistic. Specifically, he believes increased awareness through education will help, especially with the environmentally-minded future generation. “The new generation are raised in a world where they are being told that there are limited resources, and they get it from the get go. Therefore, I think that consumer base, when they start voting with their dollars and choosing businesses that care versus businesses that are just operating by profit, that’s when the tipping point is going to happen.”

“Future Green’s key role to play is to bridge the knowledge gaps within Hong Kong’s consumer base. Awareness campaigns, lobbying the government and seeing how more businesses can be brought together to bring larger impact”

The Future of Treehouse as a Market Leader in Plant-based Foods

Treehouse has ambitious plans to expand in late 2023 and early 2024. However, the team prioritises quality, supply chain, and waste management as key to scaling. Thus, this makes it all a part of Treehouse’s DNA, as said by Christian. Keeping in mind the constraints of reality and its brand’s core philosophy, Christian and his team are well set out on their goals for the future.

“We are continually working towards the ideal that we have, while still operating within the reality of what we can do today. This is the guiding force on what we are able to focus on.”

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Together, we’re not just talking about a sustainable future; we’re building it. Let’s make every meal a story worth telling.

Stay green, stay inspired.

Future Green Team

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