Our market research has shown that a product-range-specific scale for customers is not easy to understand. Were this the case, three stars on a carton of milk would not be equivalent to three stars on a cucumber.
A product-range-specific scale would also result in meat products, for example, being awarded five stars in the area of climate. This would then imply that meat is climate-friendly. With M-Check, our aim is to use transparency to promote sustainable consumption and the star rating to highlight which products are high in terms of emissions.