CarbonTrac

CarbonTrac

CarbonTrac

CarbonTrac gamifies greener grocery choices using AI, empowering consumers and transforming supply chains to tackle climate change

London, UK

United Kingdom

For-profit, including B-Corp or similar models

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The food system contributes 34% of global greenhouse gas emissions, yet consumers rarely have visibility into the environmental impact of their purchases. Despite growing awareness, 80% of Gen Z and Millennials want to live more sustainably, but only 12% take action. After interviewing 1,176 shoppers, we found that people don’t act not because they don’t care, but because they don’t know where to start or don’t believe their actions matter. At the same time, suppliers lack standardised tools to report and communicate sustainability metrics aligned with evolving regulations like the EU CSRD or ISO standards, widening the gap between intention and action. While it's true that large corporations are responsible for the majority of emissions, they are also driven by the demand we as consumers place. Change demand, and you change the system. We often underestimate our power because we’re just one person, but we’re not. We’re 8 billion people, and when millions of us make even the smallest changes, we don’t just reduce emissions, we create movements that reshape entire supply chains.

CarbonTrac is an AI-powered solution that gamifies sustainable grocery shopping to make low-carbon choices simple, rewarding, and accessible. It integrates directly into supermarket loyalty and e-commerce systems to provide real-time sustainability ratings for products, using a traffic light system based on transport emissions, farming methods, land and water use, and packaging. The ratings are powered by data collected from suppliers via a dropdown menu connected to our database (integrated into supermarket supplier forms through our API). Our proprietary model, aligned with ISO standards, the Greenhouse Gas Protocol, and the EU CSRD, processes this data and outputs a single traffic light rating comparing product sustainability to that of present alternatives. Customers can “swap” for more sustainable options in one tap and earn greater loyalty rewards for doing so. Each swap’s impact is quantified and translated into digestible visuals, like “you saved the equivalent of two turtles' worth of ocean plastic.” This makes climate action tangible and motivating. By embedding sustainability directly into everyday decisions, CarbonTrac empowers shoppers and helps supermarkets reduce food waste, meet ESG targets, and influence supplier practices, all without friction. Our mission: to cut UK emissions by at least 5% by 2030 through the power of small, collective action.

CarbonTrac serves three key groups: consumers, supermarkets, and suppliers, with a focus on underserved, everyday shoppers who want to make sustainable choices but lack the tools to do so. For consumers, especially Gen Z and Millennials, the platform makes sustainability easy, fun, and rewarding. While 80% of young people want to live more sustainably, only 12% follow through, mainly due to complexity, cost, or a belief that their choices don’t matter. CarbonTrac removes these barriers by embedding personalized, low-carbon swaps and visual climate insights directly into existing shopping journeys, no extra app, no QR scans, no friction. Just shop and scan your loyalty card. For supermarkets, CarbonTrac drives customer engagement, increases basket value, and reduces emissions and food waste, helping them meet sustainability goals while unlocking new loyalty and revenue streams. For suppliers, we provide a standardized way to disclose product-level environmental data. In the long term, CarbonTrac helps shift procurement decisions and exerts market pressure for greener supply chains. CarbonTrac empowers individuals to take climate action, while aligning incentives across the food system, proving that when millions make small choices, we create movements that drive real, systemic change.