Energy efficiency activities in sections of grocery stores for chilled groceries are subject to particular challenges as this is a complex indoor environment given that the goal is to offer consumers (and employees) chilled groceries of high quality in a comfortable environment while at the same time trying to reduce energy use. The way chilled groceries are displayed, the form of refrigeration, the building size, and business and merchandising practices may differ between retail stores, impacting energy efficiency. Finding a balance between being energy effictive and effient, i.e., doing the right things or doing things right, is therefore important and a driver for me. Many times the project towards more sustainable and energy efficient product and systems are in relation to challenges such as building design, retail context, consumer insights, and management. With new perspectives it can be possible to overcome barriers, being more innovative and create values for the society and our future.