We are live.

A carbon tracker in the shape of a fitness app.

Reewild launched as a consumer app that helped people understand and reduce the environmental impact of the food and drink they bought. The mental model was borrowed openly from the fitness world: measure a habit, feed the number back to the user, and let the loop do the work.

The bet was that if people could see the impact of a choice clearly, they'd choose better. The direction was right. The mechanism we'd chosen would need work.

Sustainability behaviour is not calorie behaviour.

Calories are personal, immediate and self-affecting. Carbon is diffuse, delayed and other-affecting. The number that motivates a user to change their lunch order isn't the number that changes what they do at the supermarket.

What we saw over the first months of use was that transparency alone didn't create momentum. Users understood their impact. They agreed with the direction. They just didn't compound the behaviour the way a fitness user compounds a run streak.

The instinct at the time was to add more measurement. In the months that followed, that instinct got tested — and the thinking started to move.

People had changed. The system hadn't.

Around the same time, everywhere we looked, consumers were behaving differently. They were paying more for better food. Choosing resale over fast fashion. Spending more intentionally. Thinking harder before checkout.

And yet loyalty programmes — the systems that were supposed to reward customer behaviour — still recognised the same handful of things they always had:

That gap didn't feel like an environmental problem. It felt like a broader signal problem — one the team would keep chewing on for a long time after the launch.

An early product. A long road.

The Reewild carbon-tracking app was the first thing we shipped. It wasn't the last shape of the idea — and it wasn't meant to be. The insights that would eventually define the current company took years, several product pivots and a lot of real user data to distil into something that actually worked. This page is about that first moment: what we launched with, and what we started to see once real people began using it.