Innovation

Kafé Braheparken’s business model pursues the triple bottom line.
In fact, the company is responsible for innovations that can fit each of the UN SDGs.

Git Johansson's mission is to "normalize veganism," and “show that is it possible to make the choice of veganism.” Normalizing veganism supports UN Sustainable Development Goals 2 and 11 through 15. Also, Johansson places pamphlets containing information about Fair Trade or the environmental organizations on the tables of his café writes a newsletter with “weekly tips” and “vegan facts.” The café's commitment to vegan cuisine and education promotes Goal 13, Climate Action, because animal agriculture is a major source of greenhouse gas emissions. It also helps with goals 14 AND 15, Life Below Water and on Land, respectively, since the need for grazing land drives deforestation and pollution from runoff contributes to ocean dead zones. Kafé Braheparken’s policy of favoring Fair Trade products facilitates Goal 12, responsible consumption and production. These all come together in the framework of Goal 11, Sustainable Cities and Communities.

Kafé Braheparken’s most straightforward contribution to the UN Sustainable Development Goals, however is that it supports Goals 14 and 15 by preventing animals from being killed and eaten. Kafé Braheparken was created in order to serve vegan food first and foremost to support this cause. Of course, veganism goes hand in hand with defending a lifestyle associated with and attitude towards animals than those that have dominated most societies so far.

Inspiration

Johansson has been working as an employee at an animals rights and animal welfare organization ever since she was 14, when she became an activist veganism. For her work she traveled frequently and saw that there was a shortage of vegetarian options around the world. While working to share vegan recipes, which is how she discovered her interest in food. She wanted it to be easy for people to choose vegan food.

“My main incentive was to stop the suffering of animals.” - Git Johansson

Overall impact

The impact of a sustainable café that is connected with its community has been greater than could have been expected. Git and Kalle have become a leading example in the community for what it means to be sustainable.

The partners make such an impression on their customers and their sustainable lifestyles are reflected in their place of work. If they have food left over at the end of the day they will try to eat it themselves. If there is more than they need, they will go out of their way to contact frequent customers, or people within the area, and give them the excess food they would otherwise have to waste.

The café has also sought to to educate their customers about environmental problems and ways of making their own lives more sustainable. They sometimes have information at each table about sustainable lifestyles and Fair Trade news. To help customers live the lifestyle they want them to, they have refrigerators of vegan and vegetarian food choices that are all sustainable. Git and Kalle care deeply about their customers and their vision of sustainability and it continues to help carry aspects of their business.

Business benefit

Kafé Braheparken's decision to target a very specific customer base and promote an alternative way of consumption (respectful of the environment, animals and humans), has allowed the Café to be successful over the long run.

Git Johansson has seen the economic benefits of her audacious choice. More and more companies have realized that making sustainability investments is a good long term strategy. Johansson's investment in offering healthy and fair trade products, lifestyle advice, and marketing strategies like student discounts, have helped the Café grow in its niche. These choices have built the café a loyal customer base, who appreciate the business's value proposition. This customer base has made the business successful.

This is the gist of Creating Shared Value: by creating value around itself, a firm ensures its own economic health. It is not a simple case of philanthropy, but is about adopting an honest vision of how companies can help build economic, ecological and social sustainability within the civil society and their surroundings.

Social and environmental benefit

Kafé Braheparken benefits society and the environment through their daily operations. Johansson and her partner seek to reduce food waste, buy from local and sustainable suppliers, and get the surrounding community involved in their initiatives.

The café serves its meals on small plates. Not only does this help ensure people will not have the opportunity to throw away excess food, but also requires the customer to think about whether they need another serving.

The café tries to use suppliers who are as conscious in their sustainability operations as itself. They research potential suppliers for any amount of product to be purchased. This includes the food inventory coming in and even ink used to print shirts when ordering uniforms.

Git and Kalle look to maximize their sustainability reach throughout their community. They encourage their current customers to bring in their coworkers or peers, and sometimes provide coupons to do so. If customers order takeout, they offer bicycle delivery so that cars are not used. Their small scale efforts show their passion for sustainability.

Interview

Git Johansson, Founder