Episode summary
Instead of tell people what to eat, what if we changed what food costs? With Jörgen Larsson (researcher from Chalmers University), we explore a cost-neutral tax reform, one that makes healthier and climate-friendly food cheaper without raising the overall grocery bill. We break down how it works, why it matters, and how to frame it in ways that avoid predictable backlash.
About Jörgen Larsson
Jörgen Larsson is a Senior Researcher at Physical Resource Theory at Chalmers University of Technology in Gothenburg, Sweden. His research focuses on how policy design, economic incentives, and social norms can shift behaviour toward climate and public-health goals. His work on climate-friendly consumption, especially how tax reform can steer food and travel choices in more sustainable directions continues to inform public discussions in Sweden.
Related and recommended resources
Project page: Food Tax Shift
Article: Cost-neutral food tax reforms for healthier and more sustainable diet (Jörgen Larsson et al., 2026)
Article: Arguments for and against a meat tax (E Ejelöv*, J Larsson, S Matti and J Nässén, 2025)
Article: Public and political acceptability of a food tax shift (Emma Ejelöv et al., 2025)
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