Well, as I’ve written before, I have my doubts about the whole concept of “carbon footprint.” But if you want to tout your sustainability bona fides, I guess that’s as good a place to start as any. It’s supposedly the equivalent of driving 1.9 miles in a passenger car. Urgent claims that a pint of Brave Robot has a kgCO 2e of 0.76, which it says is 34% lower than the average dairy ice cream. For example, methane is deemed as 25 times worse than carbon dioxide, so any methane in the formula gets multiplied by 25. Basically, this measures all greenhouse gases that are used in the production and packaging of a product and equates them all with carbon dioxide, in terms of how much they contribute to global warming. It’s expressed in what has become a standard measure: kilograms of carbon dioxide equivalent, or kgCO 2e. Urgent is now putting carbon footprint numbers on cartons of Brave Robot. hope that will be a consideration, if not expressed in those exact words, that will drive people to their Brave Robot line of dairy-free ice cream. “I’d like a hot fudge sundae, with whipped cream, nuts and no more than 1kgCO 2e.”
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