In 1968, in a little town called Gällivare in the north of Sweden, the idea for the MAX hamburger chain was born.
Now, 51 years later, the Swedish fast food chain has restaurants in Sweden, Norway, Denmark, Poland, and Egypt. MAX restaurants have, on several occasions, outperformed and outmatched Burger King, forcing Burger King to close down their stores in a number of cities in northern Sweden.
Today, MAX Burgers is a green industry leader in Sweden, according to Sustainable Brand Index. With a number of green initiatives behind them, the company was the first to introduce the CO2-label to its entire menu, in order for customers to make informed choices.
Tasty Green Goals
MAX Burgers states in a press release that their goal for 2022 is that 50 percent of all meals sold are to be made from something else than beef.
Today, 60 percent of meals sold are meat-based and 40 percent of meals are non-meat based. The burger chain is now focusing on a sustainability menu. This year, MAX launched Delifresh Plant Beef with their plant-based burgers in their restaurants in Denmark, Norway and Sweden.
“We know we are part of the climate problem and we want to be part of the solution. In 2008 we created the world’s first climate labelled menu and since then we have also planted some 2 million trees to capture our emissions. In 2018 when we turned 50 and wanted to take the next step with the world’s first climate-positive menu.” Kaj Török, MAX's Information and Sustainability Manager said to ISB.
These initiatives are not just good for the environment, but also a tasty solution. One popular Swedish YouTuber, reviewing the taste of the burgers, claimed he is really happy and satisfied with the product, saying ”they nailed it really well.”
A need for change
"Climate change is for real. Our carbon emissions are the cause. By measuring, reducing and capturing our carbon emissions we are fighting climate change. MAX’s Green Family and Climate Positive Burgers are positive actions against climate change. In the fight against climate change, MAX is an inspiration for others." Professor Alasdair Skelton, Geochemistry and Petrology, Stockholm University.
MAX Burgers are not only doing what seems right to them, but they are also encouraging other businesses to take a greener approach.
Together with Mevo, MAX Burgers have created a global register of climate-positive products. The register encourages other companies to become climate-positive and advises them on how to do it. The company registers commitments from these new climate-positive companies on its website: www.clipop.org.
”Clipop.org has been established to provide a single and clear definition for what a climate positive product is and give consumers a single location and find products that help to leave the climate better.” Clipop.org write on their webpage.
Ten companies have informed MAX Burgers that they intend to become climate-positive in 2019.
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