The Swedish supermarket chain, Hemköp, has come up with a new idea. They want to give shoppers who buy vegetarian products more bonus points than those who buy meat.
Managing Director Simone Margulies says, “We're going to reward what we call 'good shopping'. We're going to test new sustainability initiatives with our customers. If we stop selling meat entirely, we risk losing customers. I, therefore, believe more in inspiring shoppers to make different choices."
The new initiative means consumers will receive double bonus points. That's for fresh fruit and vegetables. And for what Hemköp calls 'vega of the week'. Red meat falls into the 'not-so-good groceries' category. It's, however, still available. Shoppers can also get extra points if they switch to digital receipts.