The other week, ZeroMission organized the breakfast seminar "How can carbon offsetting drive business? How Max did it!". We took the opportunity to ask four short questions to Kaj Török, Information & Sustainability Manager.

Max has been carbon offsetting its entire menu and operations for almost 10 years, how come you do this?

- In 2008, we carried out a comprehensive climate analysis which showed that our core beef product is something of a climate villain. We decided to be not only part of the problem but also part of the solution. Of the climate impact we and our food create, most of it is already generated during the production of the raw materials. It was difficult for us to address these emissions without stopping selling hamburgers. 100% wind power, energy efficiency in the restaurants and recycling of frying oil will only be small steps on the way to fixing the whole problem.

When we realized that we could do something about the entire value chain's emissions; from the farmer's field to the guest's table at once, it felt like a concrete step for us to take responsibility for our climate impact. It also helps us to keep track of our emissions at all times.

When we succeed in reducing our emissions, our self-imposed climate tax on food is lower. So it helps us make progress on climate action. Last year's green burger initiative, for example, should have significantly reduced our tax rate.

What has carbon offsetting meant for your business?

- It has helped us understand our business better and helped us adapt to better products and processes. It has helped us attract guests and employees. It has helped us get offers for good restaurant locations. It has helped us to be proud internally and it helps the Bergfors family to secure the company for future generations of "Bergforsers".

There are many different types of carbon offset projects, why did you choose Plan Vivo tree planting projects?

- Replanting rainforests absorbs carbon dioxide and helps stabilize the climate, they strengthen local communities, and our guests and employees have the chance to understand what we do when we offset our carbon footprint. There are now over a million trees in Africa that we have planted. Another very important aspect, which Plan Vivo ensures, is that projects are regularly monitored and third-party audited - so that trees are actually planted and local smallholders' lives are actually improved.

There are many people who want to follow Max's example, but are at the beginning. Can you share your best tip for successfully linking sustainability strategy to business?

First, of course, the impact must be analyzed. Then it's time to look for ways forward that strengthen the organization and society at the same time. Our motto has been 'less but more'. That is, not trying to do a little bit of everything but not very well, but instead doing a few things but bigger and bolder and more skillful. Something that can inspire others to follow suit. "Less but more" has made us really concentrate on making it work. Then it will be for real and not alongside the rest of what we do.

If you don't know how sustainability moves your organization forward, do something else instead. Or even better - find out. Exploring whether you can do business in a better way than today is your greatest responsibility both as a business owner and a fellow human being.

Kaj Török, Head of Information and Sustainability, Max Hamburgare