Sustainable voices

Ann-Kristin Raknes Pfründer

Ann-Kristin Raknes Pfründer

Who, What, Where?

Ann-Kristin Raknes Pfründer Country Manager Too Good To Go Norway

What was your a-ha moment that made you become engaged in sustainability?

I never had this a-ha moment, but I always had the desire to contribute positively to the world. However, as I worked as a management consultant, it really struck me how much impact it could have on the environment to influence large businesses to make sustainable choices.

What is your single best tip for someone who wants to do more for the environment on a personal level?

Don’t throw out any food. One third of the food that is produced globally ends up as waste. That is a lot. By not throwing out food, we can drastically reduce the world emissions. It is actually one of the single most important ways of reducing emissions. In Norway 58 % of the mapped food waste happens in people's homes, so we can all make a difference by eating what we buy, being creative with leftovers and buying discounted products, among other things.

What do you think will be the legacy of your generation?

I believe we will be the generation that turned the needle. I hope that our generation will start incorporating environmental considerations into all private and professional decisions that we take.

What is the most critical technological breakthrough that needs to happen for the world to reach the 1,5 degree goal?

If there were one technological solution, it would be amazing, but I don’t think there is. First and foremost, I think it starts with the decision makers, not only politically, but in the business world. We need some really bold decisions to achieve the 1,5-degree goal. Second, I think we have to start charging the actual cost of emissions, making the shift towards renewable energy happen fast.

What will this breakthrough demand from us as a society?

Be the change you want to see. As consumers we all have the opportunity to influence through what we choose to buy and what not, and what we end up doing with these products. We have to start realising that consumption as we know it, is not sustainable and has to end.

What is your company’s most impactful contribution to fight climate change?

Too Good To Go exists to tackle the environmental problem of food waste. It’s the core of our business. From when we launched Too Good To Go in Norway in 2016 until now, 3,8 million magic bags of discounted surplus food have been prevented from ending up as waste. We are cooperating with 2400 partners all over the country, and the number is increasing. Our app has also made it engaging to save food. Our users make an amazing effort, picking up 6000 magic bags here in Norway every day. What makes this exciting is the combination of doing something good for the environment, saving money and the surprise aspect of not knowing exactly what the bags contain.

In your industry, what do you think will be the most groundbreaking change over the next 10 years?

I believe there will be a systematic change in what we eat, how our food is transported and what we allow to get wasted. I experience that the food industry is already starting to take conscious choices to reduce their environmental footprint. And hopefully, more consumers will become conscious about not wasting food. For this to happen, I think it is important to create engagement.

Which brand (in general) do you think is at the forefront when it comes to sustainability?

Oatly. In a really cool and fun way, they provide vegan alternatives to dairy products through locally sourced oat - focusing on sustainability in every step of their value chain. You guys at CHOOOSE is another cool example! (Wow, thanks!)

What makes you climate positive about the future?

Young entrepreneurs! On several occasions I’ve had the honour of sitting on the jury in a Norwegian program for young entrepreneurs in high school (Ungt Entreprenørskap). All those companies had in some form tried to positively contribute to the climate. That gives me hope.

Is there anything else you would like to add?

Try to make it a habit to save food. It can be fun too!

Too Good to Go

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