German supermarket chain Penny is applying a substantial but temporary price hike to several food products to incorporate the environmental costs associated with their manufacture, in an effort to raise consumer awareness. "The customers were, at first, annoyed by the prices" says Melanie Vater, the supermarket's Deputy Market Manager, who adds that when people learnt what the hikes were about "they also find it good". "The environmental aspects should always be taken into account" says one customer, while another explains "it's hard" to pay more. IMAGES AND SOUNDBITES at a Penny supermarket