Over the last 12 months, people have spent more time than ever at home and in their kitchens. As a result, HelloFresh experienced very fast, and very significant, growth in demand. But, while the COVID-19 pandemic shifted global attention to immediate relief efforts, in which HelloFresh was proud to play a role, the environment, and taking action on climate change and sustainability, never fell out of focus. 

In any rapidly growing context, meeting increased demand is not good enough unless environmental impact is mitigated. As the world’s largest meal kit provider, we have a responsibility to set a clear precedent for sustainable growth – and it’s a responsibility that we take very seriously. That’s why we are making even bigger and bolder sustainability moves: we are committing to reduce our production facilities emissions rate by 60 percent, and we will further halve our rate of food waste by 2022.

Already carbon neutral

In 2020 and for the first time, HelloFresh offset all of our emissions. A total of 96,310 tonnes of carbon from production, deliveries to customers, offices, and corporate travel were offset through partnerships with TerraPass and Planetly. In doing so, we made history, becoming the world’s first global carbon-neutral meal-kit company. But offsetting our emissions is just the beginning.

As part of our carbon offset, HelloFresh is supporting a project that captures methane emitted from farms.

Reducing emissions rate by 60 percent

As announced in this year’s Sustainability Report, we will reduce the emissions rate of our production and distribution centers by 60 percent per euro of revenue by 2022. To achieve this goal, we are replacing conventional energy sources with renewable energy, even installing our own solar panels in suitable locations. We will use 2019 results as our baseline (9.3 g per euro of revenue) and ensure that target reductions are relative to growth.

Innovating to avoid emissions altogether

When it comes to logistics, we look to avoid generating emissions as much as possible. By sourcing local and seasonal ingredients, we reduce transportation requirements, and eliminate the need for additional storage, and therefore buildings that need to be lit, heated and / or cooled. In our Benelux markets we plan delivery routes efficiently and have introduced cooperative deliveries, and we’re collaborating with transport providers to optimise pick up of ingredients, reducing distances driven.

We are also expanding our use of EVs, improving battery systems in refrigerated EVs, optimising space by installing mezzanines in trailers, and even trialing the use of hydrotreated vegetable oil (HVO) fueled cars. Importantly, any emissions which can’t yet be replaced or avoided, will continue to be offset.

The innovative HelloFresh supply chain generates less CO2 and food waste than the traditional food supply chain.

Halving food waste

At HelloFresh, we already generate less waste than traditional food retailers by sourcing exactly the right quantities of ingredients based on customer orders, rather than estimating demand, and wasting unsold stock. In homes, our accurately pre-portioned ingredients mean that there is always ‘just the right amount.’

There is more that we can do though, and that’s why by 2022 we will further halve our rate of food waste per euro of revenue going from our distribution centers to landfill and incineration. We will use 2019 results as our baseline (0.6 g per euro of revenue), and ensure that target reductions are relative to growth. From sourcing ingredients to our production and distribution centers, right through to customers’ homes, we will make additional efforts to further minimise food waste.

Avoiding, innovating and optimising packaging

It’s not just food waste that ends up in landfill, but packaging waste too. For certain ingredients, we’re able to avoid packaging altogether, and we’re eliminating unnecessary packaging, such as stickers. But, of course, some packaging is necessary – so, we’re innovating to ensure that as much packaging as possible is sourced from recycled material and is recyclable. 

Around the world, these efforts vary, but include switching plastic for paper, avoiding wax-coatings, and opting for lighter fit for purpose plastics, such as pouches and sachets, rather than heavy plastic trays and pots. We’re also optimising the use of space – vacuum-packing instead of using cans, avoiding multiple sachets for the same ingredients in bigger orders, and configuring our boxes so that there is no ‘packaged air’. 

Together with Wageningen University we tested the shelf life indicator “Keep-it”, which will help to prevent food waste.

Acting on diversity

Changing the way that people eat forever is an ambitious goal, and one that can only be achieved with smart, innovative, and driven people. That’s why we’re creating a working environment that attracts and nurtures exceptional talent from diverse backgrounds. 

We are forming diversity and inclusion committees, establishing employee resource groups, delivering diversity and unconscious bias training, changing our hiring process, and acknowledging and celebrating different cultures, backgrounds, and identities through various company-wide events and initiatives. 

Supporting communities

Everyone is welcome at HelloFresh’s table, and this principle extends from the 11,000+ people we hire to the partners we seek, and the communities we serve. With the world facing unprecedented challenges, there has been a need for us to do more to help those communities. 

To support those especially affected by COVID-19 and natural disasters, such as frontline workers and families facing food insecurity, we donated more than €13 million worth of food to organisations around the world. At the end of the day, helping people and families put food on the table is what we do.

Sustainability Report 2021

Our Sustainability Report 2020 further details these efforts to date, and plans for this year, including – for the first time – the announcement of our emissions and food waste reduction targets. It is the culmination of months of consultation with customers, employees, investors, suppliers, NGOs, academics, think tanks and sustainability consultancies and experts, and we thank everyone involved.

Protecting our environment requires bold action and decisive leadership. We are proud to lead on sustainability in the meal kit industry, and we encourage others in the sector to follow.

HelloFresh donated more than €13 million worth of food to organisations around the world.