PROJECT DESCRIPTION
BACKGROUND
The Superlist methodology, as an evidence-based campaign through which supermarkets are leading the way in demonstrating to their customers the right choices for the environment, has proven effective in the Netherlands, Sweden and the UK. The project aims to adjust and implement this methodology in Belgium, taking into consideration national specificities.
OBJECTIVES
The aim of the Superlist Belgium project was to establish a public benchmark study and evidence-based campaign, underpinned by tangible data and evidence, that will assess the extent to which supermarkets in Belgium are actually taking action to lower their ecological footprint and to help their customers make the right choices for the environment through:
- their product selection;
- their choice of suppliers;
- merchandising and marketing practices.
RESULTS
The assessment was successfully completed and published through the Superlist Environment Belgium report (November 2022). The report presents the assessment of the performance of the 4 main retailers (supermarkets) in Belgium – with a total market-share exceeding 80% - in the following topics:
- food waste;
- sustainable agriculture;
- protein transition;
- deforestation.
Citizens, policymakers and scientists were engaged throughout the project implementation in a highly participatory approach that included: more than 10 information events targeting primary stakeholders, citizen panels and other events reaching over 200 people; a survey gathering feedback from 1 100 consumers; and the organisation of the major Super Dialogue event attended by more than 80 key stakeholders.
The project carried out an extensive raising awareness campaign with reports in major newspapers, more than 50 press and media mentions, print advertisements reaching over 450 000 readers, and social advertisements targeting more than 1.5 million Belgian citizens.
The project made a significant contribution to informing citizens about making the ‘right choices’ and also motivating retailers to improve their performance, which will be reassessed every 2 years.
