At its core, ACT is about enabling collective action. It is about empowering all people to make a free and informed decision on buying Tomato A over Tomato B. There is often a huge difference in the environmental footprint of production even within the same grocery category. For instance, one tomato producer can have a CO2 footprint that is 3-10 times higher than another tomato producer. Choosing the more sustainable of those two options and scaling it as a global effort may be the highest impact action that our society can use to tackle the climate crisis.

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