Skip to main content
KBS_Icon_questionmark link-ico
CarbonTag team standing in front of garden backdrop ;

A Start-up Founder's Story: CarbonTag

Marcia Holst, Leonardo Vizioli and Jasper Döninghaus

Co-founders of CarbonTag and King's alumni (Faculty of Social Science & Public Policy)

21 August 2024

Marcia Holst, Leonardo Vizioli and Jasper Döninghaus met whilst studying Philosophy, Politics and Economics (PPE) at King's and founded CarbonTag. Discover the inspiring journey of how they transformed a course project into a thriving venture.

Inspiration

CarbonTag initially started as a climate label idea, which we came up with in our first year at King's. We won the School of Politics and Economics Policy Pitch Competition and went on to write the first ever group dissertation in King's history on our idea and study. 

CarbonTag tackles the issue of inaccessible precise carbon footprints for businesses and consumers in the food and beverage industry. Companies are blind to the emissions of their products, unable to take effective climate action or communicate this crucial information to their consumers to help them make green choices. With the food industry's significant environmental impact, rising consumer climate awareness, and looming regulations like the EU Green Claims Directive, the demand for a solution is clear. Despite abundant raw data, the lack of a comprehensive, easy-to-use emissions analytics tool remains an issue.

 

From course project to venture

After winning the Policy Pitch Competition we approached Alnatura, a German organic supermarket chain, who agreed to cooperate with us for a field study. Over the course of eight weeks, we tested our label on 300 products. The results showed a 9.5% emissions reduction and 20.1% revenue increase for carbon-labelled food products.

This showed a clear business case and encouraged us to bring our idea to life. After considering non-profit options, we finally came to the conclusion that a start-up would be the best vehicle to advance our mission to decarbonise the food sector.

We continuously validate our product by conducting interviews with our target audiences, taking on pilot projects with our MVP and integrating client feedback to help us co-develop new features. We're now a team of almost 20 members, have built up a network of industry experts and mentors and familiarised ourselves with the start-up scene. 

 

A King's-founder team

We try to incorporate the communal and collaborative spirit that we know from our time at King's into our company culture. Having known each other for five years and working together almost daily, our strong bond is central to how we function together. We all studied PPE, which means we share a common understanding of values and problem-solving which guides our strategic decisions, but our different specialisations add a lot of variety to our skills and perspectives.

 

King's Start-up Accelerator

We decided to apply to King’s Start-up Accelerator because it felt like a great fit for our vision and needs. What really caught our eye was the personalised support offered – something that's hard to come by in many programmes. The three-month intensive structure is perfect for us, and having access to over 10 Experts-in-Residence means we get tailored advice and mentorship.

The chance to tap into King’s Investor Network is also incredibly appealing. It’s not just about finding funding but connecting with people who genuinely understand and support what we’re trying to build. The programme’s emphasis on building connections and working closely with other entrepreneurs creates an environment where ideas can flourish and partnerships can form organically. The collaborative atmosphere encourages us to share experiences, tackle challenges together, and celebrate successes as a team. 

 

Advice for future entrepreneurs

Make sure you thoroughly understand the problem you're solving by proactively seeking out feedback early on – even if it feels uncomfortable. Engaging with potential customers, mentors, and industry experts can provide invaluable insights and help refine your approach. Focus on building a team that shares your values and mission, as this alignment fosters a collaborative and driven work environment. Create an enjoyable atmosphere where people feel appreciated.

 

Impact goals

We hope to accelerate the decarbonisation of our food system by providing science-backed and trustworthy data. By bridging the gap between climate science and climate action, we want to enable all food businesses and their consumers to make well-informed and greener choices.

***

Learn more about CarbonTag on their website or LinkedIn.

The Entrepreneurship Institute supports students, staff and alumni, to start and scale their ideas and ventures through the King's Start-up Accelerator. If you would like to know more, check out our website.

  

Latest news