The pressure is on for supermarkets to improve their environmental credentials.
But customers and investors are often reluctant to accept higher prices or lower returns as the trade-off.
That's according to the head of Britain's biggest retailer, Tesco.
Speaking with Reuters, Ken Murphy addressed the challenge of navigating the shift to net zero emissions:
"I think there is always a small proportion of very committed customers who are willing to pay a premium, but actually the vast majority are not is the honest truth. What our customers expect us to do is find ways to innovate, to make sustainable products for them."
Investors, he said, also insist that supermarkets increasingly focus on environmental goals, but did not want to see a lower return on their investment as a consequence.
"So we're constantly juggling these priorities, and hopefully doing a decent job."
102-year-old Tesco has set out plans to hit a net zero carbon target by 2035 by using renewable energy.
As well as cutting plastic and encouraging more sustainable diets.
Many environmental campaigners are skeptical about the willingness of major companies to cut emissions, claiming it's a PR exercise.
But Tesco says it's already made changes.
It's turned to vertical strawberry farming to cut water usage, introduced unwashed potatoes that have a longer shelf life and launched reusable packaging.