BY KATHRYN STEANE

Conscious Consumers – a not-for-profit initiative that awards badges to cafes for environmentally and socially responsible practices – has been well received following its Auckland launch.

Eighteen cafes have joined the project so far, including Queenie’s Lunchroom in Freeman’s Bay. Owner, Allana Owen (pictured) says she had already been researching how to better incorporate sustainable practices into her business when she was approached by Conscious Consumers’ Auckland co-ordinator, Nadine Wakim. “Prior to Nadine contacting me, I had started thinking about what else we could be doing. There had been a push from customers for free-range eggs, and a lot of talk about composting.”

The movement was a natural fit for the cafe, which has always served local, seasonal produce (one of the areas where badges can be earned). However, now it has expanded the menu to include free-range chicken, pork and eggs, whilst selling and encouraging the use of BYO coffee cups; recycling; composting food waste and using eco-friendly cleaners (also areas where badges can be earned).

And while Owen believes it’s too soon to gauge customer response to the changes, she and her staff are “thrilled” to be a part of something with such noble values. “It’s a great thing to be involved in. Movements like this are consumer driven – everyone can make a difference, one little bit at a time. It’s a feel-good thing.”

Wakim says the scheme has had a positive impact on other cafes, too. “Cafe owners who have joined the project really like [it] and are keen to see [it] get well-established here in Auckland and improve the sector as a whole.”

She adds that since the launch she has been fielding interest from other cafes; while support has been pouring in from media, consumers and even business associations around the city who want to promote the project to their local companies and communities. This, she hopes, will help Conscious Consumers achieve its goal of “building awareness among consumers, improving cafe practices across the sector, and extending the project across the region, as currently we have only had resources to focus on central Auckland.”

Waikato will be next to adopt the initiative, with a launch expected in September; followed in the long-term by an extension into other sectors, such as bars and restaurants.

For more information on Conscious Consumers, including how to join, visit www.consciousconsumers.org.nz.