Using an incentive-compatible framed field experiment, we investigate whether consumers’ food consumption is more eco-friendly when the information about a product’s environmental impact is more easily accessible. Through an online choice experiment, we identify a food label that is perceived to be the most easily accessible for assessing a product’s eco- friendliness among six alternatives. This new graded food label is subsequently tested in an experimental food market embedded in a Belgium supermarket. We find that the presence of the new graded food label leads to more eco-friendly food consumption relative to the label currently used in the supermarket, i.e. the graded label increases the overall eco-friendliness of our subjects’ food consumption by about 10%.