To make its point, it collaborated with celebrated chef Marcus Samuelsson, who owns Red Rooster Harlem, in addition to a Red Rooster in Miami, for the  "Table Set For Change"  campaign.The brief? Create a gourmet meal with every ingredient brought to the kitchen by electric truck or trucks running on renewable fuels.

“What our campaign shows is how complex the transport system is within the food and beverage industry, but also that everyone can initiate change. I hope it will inspire growers and food producers to demand more sustainable transport for their products,” says Jonas Franzén, head of B2B development at OTW (Off The Wall Communication), told Agency Daily.

The campaign was shot in the U.S. Sweden and Germany, but the challenge took a village to complete — growers to transports to food-beverage companies. All joined the eventual dinner in Gothenburg, Sweden, cooked by Samuelsson.

“What I love about this mission is that it inspires us to think about transportation as an ingredient. I hope we can start a trend and that we together can bring change to the table,” added Samuelsson.

Transport accounts for 19% of total food-related emissions and Volvo Trucks, with a leading market share of electric trucks in both Europe and North America, realizes that transportation is changing. “We wanted to prove that it’s happening in a way which suits their work down to the ground instead of making it trickier,” said Matthew O’Leary, project leader at Volvo Trucks.