How to become carbon neutral: Q&A with Rebel Kitchen and their ‘Purpose’ champion

Rebel Kitchen Carbon Neutral
Image credit: Rebel Kitchen

“Business as usual is not an option. We are here to show that business can, and should, be a force for good.” – Rebel Kitchen 

When Rebel Kitchen set out their Purpose Manifesto last month, establishing “A Transparent Supply Chain” sat at the top of their mission. Already a challenger brand in what is a disruptive industry (alternative milk) means they are well-positioned to push the boundaries for what a brand should do. 

As such, August brought with it action to back up those words when they announced they had achieved carbon neutrality as a business – the first plant-based alternative brand in the UK to do so. 

They used Carbon Analytics to measure their full company footprint as a part of our partnership with the measurement provider. All of this was then made transparent through the Provenance platform so their customers can look into the data.

By backing up their carbon initiative with the proof, Rebel Kitchen has used Provenance to add in a layer of integrity to their purpose-driven brand; helping them rise above the greenwashing and truly challenge the wider industry of plant-based brands to do the same.

Rebel Kitchen Carbon Neutral

Image credit: Rebel Kitchen

Now that they’ve achieved this so quickly, we wanted to share with you their insights on the going carbon neutral and how other brands can start on this same journey. See what their Purpose Rebel, Anna​ Van Der Hurd, had to say about the process…

What was your main driver as a business to becoming carbon neutral? 

This really began with our Purpose Manifesto, a forward looking document outlining where we see ourselves in 2025. The general theme is around radical honesty, including measurement and transparency of our measurement. We felt honesty to be an essential underpinning of our business practice on the journey to be the best business we can for our planet. Within the Manifesto we had a clear ambition to become carbon neutral by 2025. We are six years ahead of schedule having just certified as a Carbon Neutral Business through Carbon Analytics.

What was the most challenging step to getting there? 

Once we found the right partners it was less challenging than we thought it would be. We joined forces with Provenance and Carbon Analytics in a programme which was to pilot carbon measurement and claims be included on the Provenance platform. Thankfully there was a lot of hand holding from both organisations, which we found invaluable. Once we had our data around carbon, it wasn’t a matter of persuading the Directors to becoming a carbon neutral business, they saw the need and great importance in the face of our climate emergency and wanted to act now. 

Do you have any advice for other brands based on your experience? 

Start with measurement and see where you get to. Give Provenance and Carbon Analytics a call! It is very empowering as a business to get to grips with your footprint and it’s the first step to making quantifiable improvement

How will you continue to champion this in the business going forward? What are the next steps? 

We won’t rest for long in the glow of this achievement as there are always improvements to be made. We will start to explore the carbon data further and see what headway can be made to reduce our carbon intensity even further. However, carbon is only one of a long list of areas we are looking into. We are approaching our impact from many angles, from packaging to sourcing optimisation, as we continue our journey to becoming a business that is in true harmony with our planet. 


🔎See the proof behind Rebel Kitchen’s carbon initiatives as well certifications and programmes they’re committed to.

🌏Learn more about our partnership with Carbon Analytics.