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Ben & Jerry’s, a Unilever-owned brand and also a certified B-Corp, has launched a new pilot with blockchain non-profit Poseidon. The blockchain supported retail platform that is being trialed at the company’s Scoop Shop at Wardour Street, London, allows consumers the option to purchase climate-friendly ice cream. The scheme works by utilising the idea of carbon credits, where a consumer can pay a surcharge on the ice cream, which then goes toward carbon credits equal to the total environmental impact behind that product.

The entire concept is driven by Poseidon’s development of blockchain technology that effectively enables point-of-sale to be integrated with carbon markets, meaning that the daily exchange between consumer and retailer can be linked to conservation efforts, sustainability initiatives and climate action.

We’re proud to announce our trial with @benandjerrysUK, strengthening their mission to promote action on #ClimateChange. They will be the first retailer to connect customers to forest #conservation projects using our breakthrough technology. Learn more:

— Poseidon Foundation (@Poseidon_NGO) May 24, 2018

Promoted as the first retail platform that enables consumers to support climate action through the use of blockchain technology, the key idea, to put it more simply, is that consumers are connected with their own carbon footprint. As summarised in Fast Company:

The emissions from a scoop of ice cream–including everything from the cows to transportation and freezing the product–add up to roughly a quarter of a pound of carbon dioxide. At the store, the new tech platform automatically recognizes the footprint for each customer. At a cost of less than a penny, it’s possible to support reducing the same amount of emissions through a forest conservation project in Peru. (Ben & Jerry’s is donating a full penny to ensure that the emissions are more than covered, and if consumers donate a penny or more themselves, they can actively fight climate change by supporting an area of the forest beyond what’s needed to offset their own purchase.)

Learn more.

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