A brand of fake cheese – it must be that Europe doesn’t require standards of identity so bacon can label itself vegan if cheese can – is making the rounds on social media again because of its virtue signaling to wealthy progressives that they are saving the planet even more ethically.

By posting their virtual carbon cost. 

They began their marketing gimmick in 2009 and once a year someone discovers it and gets some outrage on social media. None of this is real, of course.(1) Not the cheese, nor the estimate of carbon cost, and smart Europeans shouldn’t care anyway, they should simply buy the fake cheese from a developing nation. According to the climate rules Europe wrote for itself, the exporting country gets charged the emissions, so Europe sending $1 billion Euros a month to Russia for conventional energy is lowering European emissions – Russia has the carbon bill and they don’t care any more than China does. All the companies shipping wood to Europe to burn are ‘charged’ the emissions while Europe pretends they cause no pollution watching solar and wind fail again.

Like virtual water – 120 gallons of water to make an egg! – and virtual pollution – PM_2.5 you can’t detect without an electron microscope causes autism! – these virtual claims are just made up. Companies know so little about science they do ads saying cow farts are causing methane emissions ruining the planet. Cows are ruminants, it would be cow burps ruining the planet, if methane made any difference at all.

It doesn’t. CO² is what matters but if you are going to raise $3 billion for environmental groups, and sell solar panels, and sell fake cheese with a ‘save the planet’ halo on the label, you need to always keep the panic fresh. Science is irrelevant.

The fake cheese isn’t saving any emissions, and it isn’t halal according to Sharia Law either, which should worry the British a lot more.

NOTE:

(1) Like “natural” and “organic” it is just an arbitrary marketing distinction created by corporations. Other companies touting how much they care about climate justice us a letter scale, or 1 to 5, or colors.