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Hello TEDxPresidio, my name is Pär Larshans.

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I'm Chief Sustainability Officer from Max Hamburger [br]Restaurants, a fast food chain from Sweden.

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In 2002, the two sons of the founders, [br]Richard and Christopher,

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became in charge of the company.

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The first thing they did was[br]to travel in the US together with their father

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and I think they had more than 800 burgers

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during a period of four weeks.

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Coming home from the US they, [br]of course, saw not just the good taste

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but also the long-term consequences [br]of consuming fast food.

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Therefore, in 2003 we launched our Delifresh menu,

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that means that we are trying to serve burgers

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based on low fat, low sugar, less salt [br]and, of course, fibre-rich breads.

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There are many things we do [br]in our road to sustainability.

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Another example is, of course, [br]the way that we are hiring people with disabilities.

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What we are doing is that we are trying to focus

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not on the people with disabilities,

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on the other hand, we focus on our managers

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and try to take away the prejudices by teaching them

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about the people with disabilities [br]and how to train them.

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The result of the cause today is that our programme

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has been highlighted by the European Union

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and, of course, here are also some pictures

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where the present Minister of Employment [br]meets some of the employees.

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In late 2006, Mr Richard Bergfors was concerned,

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he had seen Al Gore's movie "An Unconvenient truth"[br]more than sixteen times.

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So, therefore, he came [br]to the top management team with a question:

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how is the situation in our company? [br]What is our impact to the climate?

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The result of this was depressing in some ways,

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meaning that the beef, our prime product,

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is more than 70% of our total emissions.

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And with that result on hand, [br]we decided to call to action.

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(Slide: Putting the carbon on the menu)

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(Slide: We offset everything we emit[br]by planting trees in Africa.)

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Other reaction is, of course, our new [br]environmental-friendly restaurants,

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that are really focusing on [br]reduced consumption of energy

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but also the way how the whole restaurant [br]is environmental deductible.

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Running a fast food company just in Sweden,

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even if we have the ambition of opening up [br]new restaurants outside Sweden,

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I'm still amazed over the big recognition [br]that our programme has had. [br]

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Sir Paul McCartney: In Sweden now

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they've started to label food

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to show the costumers[br]the environmental damage rating,

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so it's giving the people a choice.

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You're told that, you know, this burger is going to

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damage the atmosphere [br]to the equivalent of this and, so,

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at least the customers then [br]can look at the goods and say

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well, maybe I don't want to buy them.

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So it gives them the chance [br]to buy sensibly and responsibly.[br]

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Pär Larshans: And I can assure you, [br]Max as a company will continue

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to make efforts to reduce our emissions

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and inspire others to do the same thing.