Meatless Farm

EARN IT. Strategy

Working with leading scientist, Dr Joseph Poore, we developed original research to create the Meatless Consumption Target. It showed if every UK household swapped to one more plant-based meat meal a year it’d reduce the UK’s GHG emissions by 50m tonnes, equivalent to taking 16m cars off the road. We held a press event with MPs & experts. We drove consumer press and digital engagement with ambassadors Frankie Bridge & Isaac Carew. We even got the research mentioned in the House of Commons.

Earned