Meatless Monday in Food Service

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Norman Eaton
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1 Meatless Monday in Food Service BECKY RAMSING, NOVEMBER 2018 CENTER FOR A LIVABLE FUTURE JOHNS HOPKINS BLOOMBERG SCHOOL OF PUBLIC HEALTH Learning Objectives: Communicate the rationale and benefits of targeting meat reduction for health and sustainability in food service Describe key themes that contribute to an effective and successful Meatless Monday implementation in food service Identify relevant resources and guidelines for implementing Meatless Monday at your food service sit 1

vegetables, and dietary fiber promotes health and prevents chronic disease. 3.

We eat too much, poor quality food that is not sustainable.

2 The current situation 1. Animal production in particular, has a large environmental impact, but the health impacts of too much meat are also significant. 2. Scientific research provides compelling evidence to suggest that consuming a diet rich in fruits, vegetables, and dietary fiber promotes health and prevents chronic disease. 3. Food supply, incentives, marketing, etc. make low quality food easier to access, prepare and consume 4. We eat too much, poor quality food that is not sustainable. Meat Consumption Impacts the Environment Water: 70% of all freshwater used for agriculture- most for livestock Fossil fuels: production of animal protein uses 11 times more than grain 14.5% of global greenhouse gases from livestock Land degradation: 75% of the world s agricultural land is used for animal and feed production; livestock is largest human land user 2

3 Animal foods are more resource intensive than plant-based foods Per serving GHG footprints >4,100 unique observations >150 countries Preliminary results please do not distribute 3

GT CO 2 e / year 10/23/2018 Emissions scenarios 50 40 30 20 10 0 Industry Transport Buildings Energy 2010 Agriculture 2010 2050 emissions threshold for ALL sectors, 66% probability of warming < 2 C

4 GT CO 2 e / year 10/23/2018 Emissions scenarios Industry Transport Buildings Energy 2010 Agriculture emissions threshold for ALL sectors, 66% probability of warming < 2 C Agriculture (business as usual) % less meat and dairy Agriculture % less food waste Kim BF, Neff RN, Santo R, Vigorito J. The Importance of Reducing Animal Product Consumption and Wasted Food in Mitigating Catastrophic Climate Change. CLF, Bajželj B, Richards KS, Allwood JM, et al. Importance of food demand management for climate mitigation. Nat Clim Chang. 2014;4(10): Less meat, less processed meat is better for health D Tilman & M Clark Nature 000, 1-5 (2014) doi: /nature

fish Total mortality Replace with nuts, beans, low fat dairy, whole grains,

5 Diets higher in plant-based foods Diabetes Replace with nuts, low fat dairy, whole grains, poultry, fish Heart Disease Replace with nuts, beans, poultry, fish Total mortality Replace with nuts, beans, low fat dairy, whole grains, poultry, fish Americans consume more meat than they need ERS, USDA data as of Feb

6 So then, Meatless Monday Why Monday? 6

Is Monday Enough? Current vegans & vegetarians 3 million cars off the road (2.

0 % reduction) Greenhouse gas emissions reductions in the U.S. 50 % do Meatless Monday 4.

7%) population estimates from Vegetarian Resource Group (2016). How people reduce meat 8.

7 Is Monday Enough? Current vegans & vegetarians 3 million cars off the road (2.1 % reduction) 30 % do Meatless Monday 2.8 million cars off the road (2.0 % reduction) Greenhouse gas emissions reductions in the U.S. 50 % do Meatless Monday 4.7 million cars off the road (3.3% reduction) Current vegan (1.6%) and vegetarian (additional 1.7%) population estimates from Vegetarian Resource Group (2016). How people reduce meat 8.1% 32% Cut meat out one day a week Cut meat out completely 43% Eliminate it from one meal 56% Eat smaller portions 66% Buy less meat Center for a Livable Future

8 Source: Bjfogg Behavior model for persuasive design Behavior change models can inform Meatless Monday The potential of Meatless Monday as a tool More and more diners are trying to include more plants into their diets, without going full-on vegetarian. Instead of cutting animal products out completely, many people are trying to have smaller portions of meat and bigger portions of vegetables. (Restaurant Insider) o Growing interest in eating less meat o Changing menus: More transparency, sustainability and new ingredients Vegetables taking center of the plate o Potential to influence or align with other food choices on other days 8

The case for meat reduction in food service Demonstrate leadership in sustainability and health Demonstrate innovation and creativity with menus and recipes Respond to

We've reached a tipping point for vegetables They're pushing animal protein to the side of the plate... or entirely off it.

9 The case for meat reduction in food service Demonstrate leadership in sustainability and health Demonstrate innovation and creativity with menus and recipes Respond to culinary and diet trends Increase traffic and customer satisfaction Reduce food costs Sustainable, Plant-Based Eating Trends Plantbased is hot! We've reached a tipping point for vegetables They're pushing animal protein to the side of the plate... or entirely off it. 11 Hottest Food & Beverage Trends Dining Trends in Restaurant & Hotels, 2016, National Restaurant Association Top Concept Trends 2017 Baum + WhitemaBaum + Whiteman restaurant consultants name vegetables as one of 2016 s top trends 18 9

10 Different approaches, different outcomes APPROACHES Stealth Serving small portions Blending Customer facing Education marketing Removing or reducing choice Integrated POSSIBLE OUTCOMES & RISKS Diners unaware, less meat served but limited to venue May lose diners because they want to choose sustainable, healthy foods Risk of missing outcomes Diners understand better food choices Not all diners happy with less meat Smaller changes Taking a look: 2 surveys MEATLESS MONDAY BEST PRACTICES Bon Appétit Management Company food service sites 17 self-identified as having done Meatless Monday 16 interviews at 12 sites summer of 2016 Phone interviews; 1 in person Qualitative coded MEATLESS MONDAY IN FOOD SERVICE Piloted with 5 contacts > 1000 contacts from mailing lists 2017 Survey College, K-12, healthcare, corporate Respondents include: directors, managers, chefs, nutrition services, executive director 10

Key Theme: Collaboration o Key collaborators = customers and staff o Customer groups played a large role o Help with promotion and education o Provide

And they're always very excited about what we're doing.

11 Key Theme: Collaboration o Key collaborators = customers and staff o Customer groups played a large role o Help with promotion and education o Provide valuable input o Collaborations with campus groups and dining service initiatives also important We do partner and meet with students quite regularly. And they're always very excited about what we're doing. Key Theme: Education Delivery: Personal outreach Content: Salient messages o We can get enough protein and nutrients without meat or animal products o The reason we do Meatless Monday: Our food choices have consequences o Plant based meals can be delicious and satisfying 11

passionate about it are the biggest champions.

12 Key Theme: Promotion o Face to face most effective o 9 of 12 sites stated customers are most valuable promoters o Use of compelling messages important o Expressed desire for more more promotional materials o Variety of methods The people who are passionate about it are the biggest champions. " Key Theme: Staff engagement o Take time to train and engage staff o Food service staff are more engaged when they are informed, involved and educated o Provide time to taste and prepare o Listen to suggestions 12

Key Theme: Creative Menus o Creativity and choices enhance participation and sustainability o Make vegetarian

o Provide choice, don t restrict o Keep variety - avoid short menu rotations o Include Global cuisines o Take time

.. if you provide something that's tasty and healthy that makes them full, they won't necessarily mind if it's

13 Key Theme: Creative Menus o Creativity and choices enhance participation and sustainability o Make vegetarian options appealing. Delicious may win over omnivores! o Provide choice, don t restrict o Keep variety - avoid short menu rotations o Include Global cuisines o Take time for chefs to test and perfect There's a large group of people that just want to eat good food... if you provide something that's tasty and healthy that makes them full, they won't necessarily mind if it's meat-ful or meatless. Chefs Wisdom Culinary keys to success Meatless has to look and taste good. Purchase quality ingredients. Provide choice and options. Offer unique, different and fresh each week. 13

Motivations for Meatless Monday o Part of sustainability initiatives o Trends o Health o Costs can be a driver Factors Motivating Food Service Sites to Implement Meatless Monday 90% 80% 70% 60% 50%

14 Motivations for Meatless Monday o Part of sustainability initiatives o Trends o Health o Costs can be a driver Factors Motivating Food Service Sites to Implement Meatless Monday 90% 80% 70% 60% 50% 40% 30% 20% 10% 00% Environmental initiative Recognition of health risks associated with high meat consumption Culinary trends in the marketplace Need to cut costs Other Meatless Monday in Food Service Survey, Center for a Livable Future, June 2017 Reported Benefits of Meatless Monday o Positive impact on staff o Customer satisfaction (varies) o Growth in participation and customer base o Possibly lower food costs 14

o Time (related to menus) o Developing successful menus o

15 Common Challenges o Collective commitment o Multiple messages o Perception of Meatless Monday o Ensuring growth o Time (related to menus) o Developing successful menus o Keeping recipes fresh and new o Tracking impact Best Practices 15

Conclusion Meatless Monday is most effectively done as

Customers do shift when choice is preserved, education

More research and evaluation is needed to assess the

Meatless Monday has customized implementation guides

Bring or send these materials to potential partners.

16 Conclusion Meatless Monday is most effectively done as a part of other sustainability and health initiatives. Customers do shift when choice is preserved, education is provided, and food is attractive and delicious. More research and evaluation is needed to assess the impact of Meatless Monday on business practices, food costs and customer food choices. Bring Meatless Monday to dining halls & cafeterias Meatless Monday has customized implementation guides for each audience. Bring or send these materials to potential partners. College Implementation Guide Corporate Cafeteria Implementation Guide Hospital Implementation Guide K-12 Implementation Guide 32 16

17 Resources Use the free posters and promotional materials from Meatless Monday. Use the fun facts to create your own materials. Use the public announcement copy provided. 33 Thank You! ay.com 17

OVERVIEW. June 19 21, The business of healthy, sustainable, delicious food choices OVERVIEW

OVERVIEW. June 19 21, The business of healthy, sustainable, delicious food choices OVERVIEW THE CULINARY INSTITUTE OF AMERICA in conjunction with HARVARD T.H. CHAN SCHOOL OF PUBLIC HEALTH 6 TH Annual Leadership summit 2018 The business of healthy, sustainable, delicious food choices June 19 21,