Food trends

Behavioral nudges

DefaultVeg

Research

Implement

Impact

Resources

Table of Contents

Food Trends

TRENDS

Plant-Based Blossoms Into a Movement

Top Food Trends 2019

Global Consultants Baum &Whiteman Declare Plant-BasedFood 2018’S Top Dining Trend

Going vegan isn’t strictly a fringe lifestyle choice anymore. In fact, it’s much bigger than that. And there’s no shortage of mouths that need feeding to echo that assignment.

TRENDS

Aramark LaunchesNew Plant-BasedCulinary TrainingCurriculum WithThe Humane SocietyOf The United States

Introducing Vegan, VegetarianAnd Plant-Based Menus Around The World

TRENDS

"When the proportion of meatless options doubled from one to two of four choices, overall sales remained about constant. But sales of meat-containing meals dropped, and sales of vegetarian meals…rose 40–80%.”

“Increases in plant-based dining were largest among people with the lowest baseline rates of vegetarian-meal consumption.”

https://www.nature.com/articles/d41586-019-02934-5

Even Meat Lovers Go Veggie When Plant-Heavy Meals AboundDining-hall data suggest that a rise in vegetarian options leads customers to embrace meat-free meals.

TRENDS

https://www.theglobeandmail.com/business/article-danone-ceo-changes-course-as-consumers-shift-toward-plant-based-food/

“There is a huge trend of people moving to less animal protein and more vegetable protein…in Asia, Africa, Europe, North America and Latin America," he said in an interview.

“We believe that this flexibility in diets is fundamental for the future, for the health of people and also for the health of the planet.”

Danone CEO changes course as consumers shift toward plant-based food

BehavioralNudges

NUDGES

https://www.nytimes.com/2017/10/09/business/nobel-economics-richard-thaler.html

Nobel In Economics Is Awarded To Richard Thaler

The economist Richard H. Thaler at his home in Chicago on Monday after winning the 2017 Nobel Memorial Prize in Economic Sciences. He said he would try to spend the prize money “as irrationally as possible.”

Behavioral Economics: Default

NUDGES

The meaning of default options for potential organ donors. Shai Davidai, Thomas Gilovich, and Lee D. Ross. PNAS September 18, 2012 109 (38) 15201-15205.

ORGAN DONATION RATES

AUSTRIA (OPT-OUT) 99% GERMANY (OPT-IN) 12%

NUDGES

The Impact of Behavioural Economics on Market Research

FIGURE 1: Proportions Agreeing to Donate Organs by Country

OPT-IN ORGAN DONATION OPT-OUT ORGAN DONATION

Check the box if you want to participate in the organ donor program

Check the box if you don’t want to participate in the organ donor program

412

17

28

86

98 100 100 100 100100% of drivers agreeing to donate organs

Denmark

German

y

United

Kingdo

mNeth

erlan

ds

Sweden

Belgium

Austria

Franc

e

Hunga

ry

Poland

Portug

al

TH

E D

EF

AU

LT I

S C

HA

NG

ING

TRENDS

Concept: Offer plant based meals by default and give diners a choice to add meat or dairy upon request. That’s it!

Simple: Easy for catering, conferences, and dining facilities

Inclusive: The majority of people can eat plant-based meals

Cost effective: Cost neutral or cost savings

Significant impact: Increase plant based meals served by 40% + while reducing CO2 emissions

DefaultVegResearch

RESEARCH

Choice Architecture for Healthy and Sustainable Food ChoicesAdam Meier, Harvard Office for Sustainability

43% INCREASE

FIELD EXPERIMENT RESULTS:

N Mean SD N Mean SD

AteVeg 4667.4%

(31 people)0.474 45

24.4%(11 people)

0.435

AteMeat 4632.6%

(15 people)0.474 45

75.5%(34 people)

0.435

VEGETARIAN DEFAULT MEAT DEFAULT

RESEARCH

G. Hansen et. al, 2019.

Nudging Healthy and Sustainable Food Choices

Austria

Franc

e

Hunga

ry

Poland

Portug

al

~80%+ INCREASEFig. 1 Lunch choice (standard versus vegetarian at three conferences).

LUNCH CHOICE (STANDARD VS. VEGETARIAN) AT THREE CONFERENCES

GROUP 1

120%

perc

enta

ge o

f par

ticip

ants

in g

roup

100%

80%

60%

40%

20%

0%GROUP 2 GROUP

1 GROUP 2 GROUP 1 GROUP 2 GROUP

1 GROUP 2

Experiment 1 (N=108) Experiment 2 (N=112) Experiment 3 (N=110) Total Effect

(N=330)

Non-vegetarian Vegetarian

98%

2%13%

87%94%

6% 14%

86% 87.5%

12.5% 11%

89%94%

6% 13%

87%

ImplementDefaultVeg

IMPLEMENT

YOUR ENTREE OPTIONS ARE:

• 1. Saffron Marinated Chicken Breast, Oven Dried Tomato Polenta, Artichoke Hearts, Grilled Zucchini, and Micro Green Salad

• 2. Grilled Mahi Mahi, Red Lentil Onion Ragout, Green Onion and Crisp Chick Peas

• 3. Vegan entree option (TBD)

What’s wrong with this picture?

IMPLEMENT

A. Green beans

B. Light ’n’ low-carb green beans and shallots

C. Healthy energy-boosting green beans and shallots

D. Sweet sizzlin’ green beans and crispy shallots

Turnwald, Bradley P., Danielle Z. Boles, and Alia J. Crum. "Association between indulgent descriptions and vegetable consumption: twisted carrots and dynamite beets." JAMA internal medicine 177, no. 8 (2017): 1216-1218.

IMPLEMENT

“We have this intuition to describe healthy foods in terms of their health attributes, but this study suggests that emphasizing health

can actually discourage diners from choosing healthy options.”

- Bradley Turnwald

A. Green beans (basic)

B. Light ’n’ low-carb green beans and shallots (healthy restrictive)

C. Healthy energy-boosting green beans and shallots (healthy positive)

D. Sweet sizzlin’ green beans and crispy shallots (indulgent)

IMPLEMENT

Work with your caterer to create a DV menu that everyone at your workplace can use.

Create DV menus for local restaurants.

Ask whoever is responsible for ordering meals to order DefaultVeg.

Meetings

IMPLEMENT

Make an effort to remove meat and dairy products from dishes where plant-based ingredients can easily be used instead

Label plant-based foods as the norm rather than an alternative

Opt-in for animal protein & portioning

All You Care to Eat Dining Facility

IMPLEMENT

Restaurants

MENU

Shares & Sides

Buffalo Cauliflower…………$12A Mohawk favorite! Vegan “bleu cheese”dressing & celery

ALL DAY MENU BRUNCH HAPPY HOUR / LATE NIGHT BEVERAGES

All Dishes Prepared Vegan Unless Marked Otherwise.

Hummus & Pita………………$8Mediterranean spiced hummus & pita breadwith arugula salad

Heart of Palm “Crabcakes”……….…$11Shaved fennel, pickled red onion, herb mix,remoulade

Fried Chickpeas………………………$3Spicy seasoning, lime wedge

IMPLEMENT

RetailBROWN’S CAFÉ, CAL DINING @ UC BERKELEY

the traditional plate | 12one entrée choice& two plant choices+

the flippedplate | 8two plant choice& one entrée choice++

the plant forward sampler plate | 12three plant choices

entrée choices: plant choices:organic herb roasted chickenroasted spiced turkeygrilled portabella mushroom cap VGgrass-fed sirloin with paprikaharvest frittata: mushroom, leek, oregano, & tom cheese Vroot vegetable gratin VG

brown rice, caramelized onion, & parsley pilaf VGgreen salad with lemon-herb dressing VGseasonal greens with garlic VGhousemade classic hummus VG

with paprika pita chips VGrosemary roasted potatoes VGsweet potato fries* Vcilantro slaw with broccoli stems & carrot VGroasted broccoli with cumin VG

++ flipped plate - two plant choices are full portions, one entree choice is half portion.V = Vegetarian VG = Vegan * Item contains foods that are raw or less than thoroughly cooked. Proudly serving Mary’s Chicken, BN Ranch Turkey & BN Ranch Beef

+ traditional plate - entrée is full portion, two plant choices are half portions.

DefaultVegfor Health

HEALTH

Plant-based meals have on average*:

• 7.5 fewer grams of saturated fat• More than half the recommended

daily intake, according to the AHA• 156 fewer milligrams of sodium• 157 fewer milligrams of

cholesterol• Plant-based meals have no

cholesterol!• Only 2.6 fewer grams of protein

*Statistics calculated based on DefaultVeg menu analysis

Health Impacts

DefaultVegfor Climate

CLIMATE

WRI presentation, The Global Climate Action Summit, Fall 2018.

Animal-Based Foods Are More Resource-Intensive than Plant-Based FoodsPER TON PROTEIN CONSUMED

PLANT-BASED ANIMAL-BASEDha

180

150

120

90

60

30

1000 m3

120

100

80

60

40

20

1CO2e3,000

2,500

2,000

1,500

1,000

500

0

Pasture

LAND USE (ha)

Cropland

Rainwater

Irrigation

FRESHWATER CONSUMPTION (1,000 m3)

Land-use change

GHG EMISSIONS (t CO2e)

Wheat Rice Maize Pulses Roots & Tubers

Fish (farmed) Eggs Pork Poultry Dairy Beef

Agricultural production

CLIMATE

Note: See appendix for menu analysis

Cost Neutral Carbon Savings

1,000Save 1,600kg C0

2 By Serving

PLANT-BASED MEALS

1,600KG C02 = Driving 4,141 Miles

It Would Be Like Driving From Chicago To Paris.

1,600KG C02 = Converting 60 Dorm

Rooms to LED Bulbs. The Cost to Convert 60 Dorm Rooms to LED Bulbs = > $1,000

Resources

RESOURCES

Available ResourcesFree Consultation

• Assistance with implementation• Communications/Media

Recognition on social media

DefaultVeg Materials• Institutional Resource Guide• One Pager• Sample Menu• Case Studies• Menu Analysis

RESOURCES

CONTINENTA L BREAKFAST

Tofu ScrambleWith garlic, red onion, bell peppers, spinach, turmeric, avocado, parsley

Banana Oat Pancakes

Mixed Berry ParfaitWith vegan yogurt, granola, pineapple garnish

French Toast

Crumbled Cinnamon Coffee Cake

Assorted Muffins

Sweet Potato Hash Browns

Fresh Fruit

LU N C H

Red Quinoa & White Bean Vegetable Soup

Pesto Zucchini & Corn Quinoa SaladWith chickpeas, basil, scallions, lemon zest, lime juice, paprika

Chilled Udon Noodle SaladWith cucumber, green onions, cherry tomato, chinese parsley, chile flakes, grapefruit ponzu vinaigrette

Impossible BurgerWith lettuce, tomato, avocado, vegan mayo

BAM! Grilled CheeseWith vegan cheddar, asparagus, roasted mush-room, caramelized onions, on artisan sourdough

Grilled Vegetable PaniniWith vegan mozzarella, grilled zucchini, gold squash, red/yellow bell peppers, grilled eggplant

DINNER

Sweet Potato Vegetable Soup

Veggie Supreme FlatbreadWith vegan mozzarella, bell peppers, black olives, mushrooms/artichokes, pesto

Spicy Peanut Butter Tempeh & Brown RiceWith cabbage, green onion, ginger, garlic, lime

Vegan LasagnaWith tomatoes, spinach, tofu, garlic, nutritional yeast, onions, parsley

Chana MasalaTomatoes, onions, garlic, ginger, lemon juice, cilantro, green chilies

Beyond Meat Chicken Street TacosWith portobello mushrooms, bell peppers, onions, corn, tortillas, pico de gallo, cashew cream

MIXED BERRY PARFAIT

IMPOSSIBLE BURGER

STREET TACOS

TOFU S CRAM BLE

Learn more & sign up atwww.defaultveg.org

Ilana Bravermanemail: info@defaultveg.org