Fife Diet

This successful food initiative in central Scotland is encouraging local sourcing, production and growing, and seed distribution.

We created a bespoke footprint calculator, developed from questionnaire responses on personal behaviour and pledges (e.g. number of meat meals per week, organic and local food, composting, cutting food waste). This was constructed from scratch, road tested and used.

For the individual, dry carbon numbers and facts were brought to life with colourful graphics, comparisons with national averages and pithy statements about collective action. These one-page profiles were designed, to be stuck on the fridge.