Greenwashing the Groceries
The news that In.Gredients, a “package free, zero-waste” grocery store, will debut in Austin, Texas is certainly cause for optimism. The store, which will be located on the rapidly gentrifying east side of town, is bound to find an eager market of young, progressive consumers raised on a steady diet of environmental ethics, especially the unmitigated horrors of plastic. In addition to its quest to eliminate waste, the store, according to its press release, also promises to promote local and organic food, thereby achieving a trifecta of green grocer bona fides. It should do well.
That said, I think the brains behind In.Gredients vastly underestimate the environmental implications of their bold idea. The tawdry rhetorical appeal to reduced packing, local production, and organic food might resonate with an audience accustomed to associating these traits with eco-correctness. But the carbon-footprint complex isn’t so simple. Fortunately, in this case (and somewhat coincidentally), it happens to be far more consistent with the store’s purported mission.