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Uniting businesses
and building collective action to accelerate the shift towards healthier, sustainable diets
Working with businesses and investors
Supporting NGOs
Providing game changing insights
The energy around plant-based has slowed, but data shows significant growth potential. Over 30% of the population, including flexitarians, are open to plant-based meats. The biggest opportunity lies with omnivores, who are torn between believing meat is nutritionally essential and concerns over its health impact. There's also a cultural perception that plant-based is an ethical lifestyle choice, lacking the belief that it's tasty and nutritionally important.
Team
Many brands and chefs have already opted in...
Academic research and industry insights have shown that Meat Free Monday has commercial cut through and is effective in changing behaviour, and this is something we can build on collectively.
With many more signing up!
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