We used to wonder too. Now we know better. The misconceptions are falling – one bold step at a time. 
 
We used to be unsure whether we could afford to change. Was red meat untouchable? Would our customers go for plant-based options? Would suppliers really adapt? Wasn’t oat milk just niche? Was palm oil too difficult to remove? 
 
Now we know. It’s not easy, but it works. We replaced beef sausages with chicken, and sales went up. We nudged oat milk in coffee, and uptake doubled. We pushed for palm oil-free bakery products, and our suppliers delivered. 
 
And yes, part of it is about pride. We are proud of what we do – and how far we have come since we began our joint sustainability journey just a few years ago. But this is not about showing off. 
 
It is about being clear. Because clarity creates action. We believe in sustainability – and in being transparent about our priorities and goals. Today, it is neither relevant nor possible to separate sustainability from business. Our ability to balance long-term goals with everyday decisions will define our future success. 
 
So while we are not in love with reports, we do love what they represent: progress, accountability, and direction. 
 
We are here to create real change – in real stores. And to steer in the right direction, we need to know where we are. That is what the report is for.