Sustainable Food Create a campaign for company which is attempting
to cut down CO2 emmisions through food imports selected range of media so that we can see how
and exports by supporting local farm and food
manufacturers.
You will be working in teams for this project, acting
as a design consultancy, and will be allocated at
random one of the above issues to work on. You
are asked to think up a name and produce a brand
identity for a campaigning organisation which is
specifically addressing your issue, or an aspect
of it. As well as the subject, you must consider the
target audience for your organisation. Are they
talking to governmental agencies or individuals in
small communities? How are they hoping to raise
awareness and effect change? What do they want
the audience to do?
The identity needs to be demonstrated across a
all aspects of the brand have been considered
and implemented. What and how you choose to
do this will be dependent upon your individual
concept and your understanding of the audience
you are talking to. This is not simply about repeat-
edly putting the same logo on a letterhead, a pencil,
a T-shirt, a van....! There is much more to estab-
lishing a brand than that. More about this will be
explained in the lecture. Channels of communica-
tion you could consider might include: a website
landing/homepage, social media presence, app,
promotional material, proposals for a campaigning
event, stationery, location-specific graphics, guer-
rilla advertising...etc.
Contents Carbon Footprint from Food Exports

Sustainable Packaging

Sustainable Food Education

Plant Based Lifestyle

Sustainable Farming

Sustainable Fishing

Plant Based Meat

1
Carbon Footprint Carbon emission is the release of carbon into the There are two different types of carbon footprint
atmosphere. Since the industrial revolution the which are called “primary”, this is where in which
burning of fossil fuels has increased, which directly we have full control of how we create carbon foot-
correlates to the increase of carbon dioxide levels print and the other one which is “secondary” ,
in our atmosphere and thus the rapid increase this one is where we dont have much control as
of global warming. A carbon footprint is the total this one is mainly controled by shopping habbits
amount of greenhouse gases (including carbon and therefore it goes off transportation of goods.
dioxide and methane) that are generated by our A secondary footprint is the sum of the indirect
actions. To have the best chance of avoiding a 2% emissions associated with the manufacture and
rise in global temperatures, the average global breakdown of all products, services and food an
carbon footprint per year needs to drop to under 2
How are Carbon Emissons made?
tons by 2050. A carbon footprint is the total green-
The carbon footprint of a bottle of water includes
house gas emissions caused by an individual,
the CO2 or CO2 equivalent emitted during the
event, organization, service, place or product,
manufacture of the bottle itself plus the amount
expressed as carbon dioxide equivalent.
emitted during the transportation of the bottle to the
How bad is it? consumer. For example, approximately 40 percent
Our carbon footprint has a negative impact on the of total emissions in the United States during the
environment in multiple ways: It is the main cause first decade of the 21st century were from those
of human-induced climate change, it contributes sources. Such emissions are included as part of
to urban air pollution, it leads to toxic acid rain, it an individual’s “primary” carbon footprint, repre-
adds to coastal and ocean acidification, and it senting the emissions over which an individual has
worsens the melting of glaciers and polar ice. In direct control. The remainder of an individual’s
developed countries, transportation and house- carbon footprint is called the “secondary” carbon
hold energy use make up the largest component footprint, representing carbon emissions associ-
of an individual’s carbon footprint. ated with the consumption of goods and services.
Primary and Secondary Emissons The secondary footprint includes carbon emis- This is absolutely true, and no one is suggesting
sions emitted by food production. It can be used to that we stop food imports. However, most of the
account for diets that contain higher proportions of food we import is not exotic – it can be grown here.
meat, which requires a greater amount of energy It’s not only product miles: many local businesses,
and nutrients to produce than vegetables and big and small, are genuinely responding to growing
grains, and foods that have been transported long demand for change, and are using more local input
distances. The manufacturing and transportation materials, many of which are sustainable such as
of consumer goods are additional contributors to wool, wood and indigenous crops. The long-term
the secondary carbon footprint. viability of a community, set of social institutions, or
societal practice. In general, sustainability is under-
How to reduce your Carbon Footprint
stood as a form of intergenerational ethics in which
Individuals and corporations can take a number
the environmental and economic actions taken by
of steps to reduce their carbon footprints and thus
present persons do not diminish the opportunities
contribute to global climate mitigation. They can
of future persons to enjoy similar levels of wealth,
purchase carbon offsets (broadly stated, an invest-
utility, or welfare. A gradual adjustment toward
ment in a carbon-reducing activity or technology)
sustainability relies on governmental initiatives to
to compensate for part or all of their carbon foot-
orient production and consumption into less
print. Carbon footprints can be reduced through
environmentally destructive channels. That implies
improving energy efficiency and changing life-
a reengineering of some industrial and agricultural
styles and purchasing habits, Switching one’s
processes, a transformation of land-use practices,
energy and transportation use can have an impact
and a shift in household consumption.
on primary carbon footprints.

Additional lifestyle choices that can lower an

individual’s secondary carbon footprint include
reducing one’s consumption of meat and switching
one’s purchasing habits to products that require
fewer carbon emissions to produce and transport.
 Primary is the sum of direct emissions of greenhouse
gases from the burning of fossil fuels for
energy consumption and transportation.

Secondary is the sum of indirect emissions of

greenhouse gases during the life cycle of
products used by an individual or organisation.
CASE STUDIES McDonald’s Siemens
McDonald’s announcements suggest it’s already Siemens aims to be the world’s first major industrial
well on its way to reducing emissions. Its 2018 company to achieve a net-zero carbon footprint
sustainability plan pledged by 2030 to reduce by 2030 through investments in energy efficiency,
total emissions from its restaurants and offices by new technologies and carbon offsetting.
36% and to reduce “emissions intensity” across its Flogas
supply chain by 31% compared with 2015 levels. At Flogas, we encourage our customers to reduce
This will help reduce the levels but will it help with their carbon footprint where possible. Some ways
the food sustainability maybe. to achieve this include reducing your transport
BMW emissions, controlling your building’s temperature,
The BMW Group already uses 100 percent recy- and switching away from higher carbon fossil fuels
cled plastic in its thermoplastic components and is such as oil and solid fuels towards cleaner alter-
working with pioneering plastic manufacturers to natives such as LPG.
further develop recycled plastics and bioplastics
with a significantly lower carbon footprint.
Google
“At Google, we reduce our carbon footprint through
efficiency improvements, generating solar power
and purchasing green power,” the white paper
states. “To bring our remaining footprint to zero,
we buy carbon offsets. A carbon offset is an invest-
ment in an activity that reduces carbon emissions.
2
Sustainable Packaging What is Sustainable Packaging?
Sustainable Packaging could be viewed in many
different forms, its main definition is “production of
the product does not use up resources that cannot
be replaced faster than being used”.
Some Key terms relating to Sustainable Packaging
include; Eco-Friendly - Which means the packaging
does not harm the environment. Greenwashing -
Which is a term used by businesses to mislead
and hide their wrong doing through a ‘Green’ front,
and Carbon neutral - which is the current goal for
businesses as sustainable practices are now seen
as the norm, and is the term used when a business
balances their carbon emissions.
Food Packaging is broken down into three main
sections, Biodegradable Packaging is where the
packaging is broken down much quicker then
normal as it breaks them down into microplastics,
the only downside to this is that microplastics can
cause harm to the ocean.
Compostable food packaging is where the pack-
aging will in time break down into its original form,
this means its no longer a threat to the environment.
Recyclable Food Packaging is the last section
which is the process in which the packaging is
reused. This is shown by a recycle logo which will
be present on the packaging to infrom the user.
One way in which current businesses are using
Sustainable Food Packaging practaices is by
creating the packaging out of food products. Corn
Startch is used to make portion boxes and trays
and is used as an alternative to polystyrene boxes.
Compaines will want to avoid Greenwashing is
they are promoting sustainable food packaging,
the best way for them to do this is to be as trans-
parent about their production and products as
possible to avoid any confusion with its users. Many
companies claim that their products are ‘Widely
Recyclable’, but in different councils there are
different regulations which may add difficulty to
being able to recycle the product.
 Plastic food pack-
The Problem All food packaging has an impact on the environ-
ment, directly or indirectly, whether it is considered
‘environmentally-friendly’ or not. Factors such as
natural resources (used for raw materials and to

aging in the UK
fuel the production and transportation of pack-
aging) mean that even biodegradable products
come with an ecological price tag.

Food packaging is directly responsible for a broad

range of environmental issues, including over-
crowded landfills, greenhouse gas emissions, and accounts for
nearly 70% of all
litter-pollution (both on land and in the ocean).
The ecological concerns surrounding food pack-
aging and its impact on planetary health, is largely
centered on the manner in which it is disposed of.

While single-use plastic is the most notorious of

all packaging products, even biodegradable or
compostable packaging can have a harmful effect
on the eco-system when disposed of incorrectly.
our plastic waste
However, on the whole, it is indeed single-use
plastic that causes the greatest damage to the
environment, and this should therefore be avoided
at all costs.
50% 32% 40%
of food packaging which
is plastic is only used once
which has negative impacts.
of all plastic packaging is not
collected and plastic can take
hundreds of years to degrade.
of the global demand for all
plastics is used for packaging
for food and non food items.
CASE STUDY - EnviroPack Enviropack Ltd is one of Europe’s leading suppliers
of environmentally friendly packaging, offering
an unrivalled range of diverse eco-friendly and
compostable, biodegradable, recyclable products
sourced from ethical and sustainable sources.
Enviropack distributes products internationally,
providing customers with ready stock products
as well as bespoke packaging.
With a focus on quality products, affordable prices,
flexible volumes and outstanding customer service,
Enviropack is well placed to service the needs and
requirements of the food and catering operations of
Schools, NHS, Restaurants and Takeaway Shops.
Enviropack operates in a responsible and trans-
parent manner ensuring that products are manufac-
tured and procured utilising only ethical processes
and sources. Our products are designed to reflect
the following environmentally friendly initiatives:
— Use energy saving products to reduce your
carbon footprint.
— Encourage the use of Reusable items that help
to reduce waste.
— Recyclable products to help cut down on the
volume of rubbish ending up in landfill sites.
Climate change is the biggest challenge facing life
on Earth today. Feeding the needs of the consumer
society means pumping carbon dioxide (CO2) into
the atmosphere - changing its composition and so
making the earth warmer. The impact is already
being felt. Extreme weather, drought, an increase
in malaria, the melting of ice sheets, rises in sea
levels and the disappearance of coral reefs have
all been attributed to global warming produced
by CO2 emissions. It is imperative that society
begins to look at ways and means to reduce their
carbon footprint through the use of energy saving
products and initatives.
Furthermore, our thirst for consumer products is
creating a throw away society which is polluting
our environments on a global scale. From rising
landfill mountains to toxic seas, our natural habi-
tats are dying under the sheer rate and volume of
consumer consumption. Through simple measures
through the use of compostable, biodegradable,
recyclable and reusable products we can make
a significant impact to reduce this unsustainable
level of degradation.
 3
Sustainable Food Education The first article I read on Sustainable Food Educa- When teaching people these principles they begin
tion was titled How Can We Make Education For to see the world differently and understand that we
Sustainable Development a Reality? The article are nature, and we are not separate from the natural
included some information on how we could make world. With this newfound understanding, we feel
sustainable development education a reality. The connected to nature and are more compelled to
issues of sustainability are underrepresented in protect and restore it.
teaching and learning, urgent change is needed
regarding education on sustainability if we are to
live in a healthier more sustainable way. The first
P is for principles.

The Three ‘Ps’

The natural world is the most sustainable system
of all. Its principles and laws teach us a way of
working that enables any system to be in harmony.
Nature’s principles of harmony are the starting
point for how to live sustainably. What can we learn
from nature? The principle of interdependence and
understanding that everything is connected, they
include the principle of the cycle and the appreci-
ation that natural systems are cyclical. In contrast,
many of our practices are linear and they create
waste and pollution. They also include the prin-
ciple of Adaptation, the natural world is constantly
adapting and changing, this adaptation teaches us
that change is not just a good thing but essential
in our evolution.
45%
of the education policies and national cur-
ricula reviewed make little to no reference
to environmental themes, more than half
make no mention of climate change
4
Plant Based Lifestyles The first article I read through on Plant-Based Life- these include; colon, breast, and prostate cancer,
styles detailed what a plant-based lifestyle was depression, and in the elderly it has been shown to
and why you should try it. Article 1: What is a Plant- reduce the risk of frailty, and mental and physical
Based Diet and Why Should You Try it, Plant-based function. The vegetarian diet has been shown to
or plant-forward eating patterns focus primarily support health, reduce the risk of developing coro-
on food from plants, this includes fruit and vege- nary heart disease, high blood pressure, diabetes,
tables, nuts, seeds, oils, whole grains, legumes, and increased longevity. Plant-based diets offer all
and beans. These eating patterns don’t necessarily the necessary protein, fats, carbohydrates, vita-
mean you have to be vegan or vegetarian, however, mins, and minerals for optimal health. Plant-based
you are choosing more plant-based foods. Which diets are often higher in fiber and phytonutrients.
is ultimately better for the environment. Vegans may need to add a supplement to their
diet to ensure they receive all the nutrients they
Mediterranean and Vegetarian diets require, Vitamin B supplements are usually the
A Mediterranean diet consists of a foundation of most required as their diet can lack this particular
Plant-based foods, it also includes fish, poultry, vitamin.
eggs, cheese, and yogurt a few times a week.
Meats and sweets are consumed less often. When
teaching people these principles they begin to see
the world differently and understand that we are
nature, and we are not separate from the natural
world. With this newfound understanding, we feel
connected to nature and are more compelled to
protect and restore it. Some benefits of a Mediter-
ranean Diet includes the Mediterranean diet has
been shown to reduce to risk of a heart disease,
metabolic syndrome, diabetes, specific cancers
Plant Based Lifestyles How to get started with a Vegetarian diet Why is a Plant-based Diet Good for You?
Eat lots of fruit and vegetables. Fill about half of your A plant-based diet is the only diet that has been
plate with vegetables at lunch and dinner. Choose shown to not only prevent but reverse advanced
fruit and veg as your snack of choice. Change the stage cardiovascular disease and type 2 diabetes.
way you eat meat. Have smaller amounts. Cook Studies have also suggested that plant-based
a vegetarian meal at least one night a week. Eat eating is often associated with sustainable weight
fruit for dessert. How to Slowly Transition to a Plant- management, reduced risk of mortality, and lower
Based Diet. What constitutes a plant-based diet? risk of heart disease. In addition, it has also been
A plant-based diet centers on whole food plant linked to the prevention and treatment of hyperten-
foods, vegetables, fruits, whole grains, nuts, seeds, sion, high cholesterol, and lowered risk of certain
herbs, and spices. Plant-based diets are often cancers. Simple strategies to help you get started
associated with being vegan. However, not all with a new plant-based diet. Start slow, Pick a few
plant-based diets completely cut out meat and plant-based meals and rotate them throughout
dairy. the week. Begin with meals you already enjoy that
also happen to be plant-based. For example pasta,
jacket potatoes, rice, veggie stir fry. Cut down
on meat and processed food intake. Go plant-
based for breakfast. Start by committing to eat at
least one plant-based meal a day. The average
protein one requires is around 1 gram for each kilo-
gram of your body weight. However, most people
overconsume this proportion by doubling or even
tripling this recommendation. Stock up on healthy
foods. There are so many incredible products on
the market today which makes it so much easier
to eat healthily whilst following a plant-based diet.
5
Sustainable Farming Sustainable agriculture is farming in sustainable Why is Sustainable Farming Important
ways meeting society’s present food and textile Sustainable farming reduces pollution by using
needs, without compromising the ability for current natural fertilisers and using fewer chemicals. This
or future generations to meet their needs. It can be means that farm produce is healthier and better
based on an understanding of ecosystem services for you. Even the waste produced by sustainable
Sustainable should be no negative impact on the farming goes back into the farm’s ecosystem and
environment. On a farm scale, this is achievable. does not pollute the environment.
It means maximising benefits in margins and non
cropped areas. Farming sustainably means the Agriculture is the practice of cultivating plants and
economics, inputs and people must be able to livestock. Agriculture was the key development in
continue until the end of time. Sustainable agricul- the rise of sedentary human civilization, whereby
ture integrates three main goals, environmental farming of domesticated species created food
health, economic profitability, as well as social surpluses that enabled people to live in cities.
and economic equity.

Sustainable farming involves the use of alternative

energy sources such as hydropower, solar power
or wind farms which are eco-friendly. Solar panels
can be used to run pumping and heating systems.
Also, hydroelectric power sourced from river water
can be used for various farming machinery.

Some Methods of Sustainable Agriculture include

Crop Rotation, Permaculture, Cover Crops, Soil
Enrichment, Natural Pest Predators, Bio intensive
Integrated Pest Management, Polyculture Farming
and Agroforestry.
Sustainable Farming Comparison of sustainable farming and farming
Conventional agriculture is a form of agriculture
in which farmers utilize synthetic chemicals to
grow and maintain their crops (usually genetically
modified). A high amount of chemical and energy
input is put in to produce the highest possible
yield from the crops when farmers are carrying out
conventional agriculture. Compared to Sustainable
farming which is a form of agriculture that aims to
protect soils, ecosystems, and all living organisms.
It has a higher reliance on ecological processes,
biodiversity, and cycles of nature.
So therefore being more sustainable is much
more diffuclt than we thought. Even though some
farmers agree its better to become a sustainable
farm its just too hard for them to change what they
know. However we do know that if we had more
sustainable farms that would guarantee a futuer
with sustainable foods and that would gives use a
peace of mind, compared to the regular farming
which you cannot guarantee a safe future with
sustainable foods for our eccomy.

A main goal for a Conventional Farm is to have

the best Yeilds and high profits, they also chose
to use harsh chemeicals to help grow their crops,
another thing is that they have a high amount of
emviromental damage. They also chose to reduce
Soil fertility, however the main reason into why they
chose to keep doing this is because its a lot easier
on the other hand in sustainable farming their main
goals is to have a secure furtre which means having
sustainability, also they dont use harsh chemicals
to help their crops grow.
6
Sustainable Fishing Sustainable fishing guarantees there will be popu- Spearfishing
lations of ocean and freshwater wildlife for the Sustainable fishing ensures that fisheries continue
future. Aquatic environments are home to count- to thrive in marine and freshwater habitats. People
less species of fish and invertebrates, most of have fished sustainably for thousands of years. The
which are consumed as food. Seafood is respected Tagbanua people in Philippines, hunt for specific
all over the world, in many diverse cultures, as an species at different times of the year, which main-
important source of protein and healthy fats. For tains healthy stocks of different fish. They also use
thousands of years, people have fished to feed sustainable methods such as spears.
families and local communities.
Cast-Net Fishing
Sustainable Fishing can be broken down into many Cast-net fishing is another sustainable fishing tech-
different sections, firstly using sustainable and nique. Cast nets require skilled fishers, but can
eco friendly methods of fishing from boats and catch dozens or even hundreds of fish. Cast-net
collecting the fish, then the journey in which the fish fishing is a classed as a traditional technique for
take after they have been caught. Another aspect of subsistence fishers, but can also be employed by
Sustainable fishing is the methods of catching the commercial enterprises.
fish. Below I have listed some methods of Sustain-
Fly Fishing
able fishing methods with some Pros and Cons.
Traditional rod-and-reel methods, such as fly fishing
Fisheries Management is a sustainable fishing method. Rods and reels
Sustainable fishing can be regulated by govern- come in different shapes and sizes, allowing recre-
ment or independent agencies, a process known ational and commercial fishers to target a wide
as fisheries management. Fisheries management variety of fish species in both fresh and saltwater.
agencies are responsible for setting catch quotas,
enforcing boundaries, and licensing fishers. Here,
a regulator delivers a fishing license to a huge
trawler off the coast of Poland.
The Problem Fishing is one of the most significant drivers of
declines in ocean wildlife populations. Catching
fish is not inherently bad for the ocean, except for
when vessels catch fish faster than stocks can
replenish, something called overfishing.
The number of overfished stocks globally has tripled
in only half a century and today fully one-third of the
world’s assessed fisheries are currently pushed
beyond their biological limits, according to the
Food and Agriculture Organization of the United
Nations. Overfishing is closely tied to bycatch—
the capture of unwanted sea life while fishing for
a different species. This, too, is a serious marine
threat that causes the needless loss of billions
of fish, along with hundreds of thousands of sea
turtles and cetaceans.
The damage done by overfishing goes beyond the
marine environment. Billions of people rely on fish
for protein, and fishing is the principal livelihood
for millions of people around the world.
Systemic overfishing is only made worse by illegal
catches and trade. In fact, some of the worst ocean
impacts are caused by pervasive illegal fishing,
which is estimated at up to 30% of catch or more
for high-value species. Experts estimate illegal,
unreported, and unregulated (IUU) fishing nets
criminals up to $36.4 billion each year. These illegal
catches move through opaque supply chains due
to a lack of systems to track fish from catch to
consumer something called traceability and import
controls in much of the sector.
Subsidies, or support that is provided to the fishing
industry to offset the costs of doing business, are
another key driver of overfishing. Subsidies can
lead to overcapacity of fishing vessels and skewing
of production costs so that fishing operations
continue when they would otherwise not make
economic sense. Today’s worldwide fishing fleet
is estimated to be up to two-and-a-half times the
capacity needed to catch what we actually need.
The United Nations 2030 Agenda for Sustainable
Development has called for an end to harmful
subsidies.
34% 22% 80%
of fisheries are overfished
according to the Food and
Agriculture Organization, the
world’s authority on fisheries.
of the overfished fisheries stock
seafood which is too high com-
pared to those who are fishing
sustainably.
is the threshold for overfishing
deamed by the FAO, anything
under is an area that is classed
as overfished.
CASE STUDY - WWF World Wide Fund for Nature is a non-governmental In East Africa, we’re working with local, small-scale
organization which is helping with overfishing and fisheries for octopus, lobster and shrimp to move
helping spread awareness for sustainable fishing. them towards MSC standards, meaning they’ll be
Below is what WWF has stated on their website as more sustainable for the long term.
to how they are helping solve this problem.
We are also working closely with the South West
“We’re promoting the use of innovative new tech- Indian Ocean Fisheries Commission to improve
nologies that can help the fishing industry monitor and agree the rules by which all foreign fleets
catches more effectively and minimise harmful will operate, as well as committing all Regional
bycatch and wasteful discards. For example the Fisheries Accord signatory counties to improved
remote electronic monitoring – essentially installing fisheries management and increased coopera-
CCTV cameras on fishing boats – is a cost-effective tion – this is vital for the effective management of
way of providing more information on and moni- oceans which have no obvious and clear borders,
toring fishing at sea. and which are open to all to access.

We’ve been working with the fishing and seafood We also work with UK and EU authorities to ensure
industries to encourage and reward good practice Europe leads the move towards sustainable and
and responsible behaviour. Our Fishery Improve- fair fisheries governance at home and at the inter-
ment Projects are step-by-step approaches that national level. This will help marine ecosystems
make fishing and seafood production more respon- recover from overfishing helping oceans to play
sible, traceable and sustainable. their beneficial role for climate, boost fish stocks
on which so many people depend for food secu-
The WWF has helped establish the Marine Steward- rity and income, and make a key contribution to
ship Council (MSC) and Aquaculture Stewardship international ocean governance.”
Council (ASC). Where available, look out for the
MSC or ASC logos when you’re buying fish or other
seafood products – that way you’ll know they were
sourced with minimal environmental damage.
7
Plant Based Meat Global demand for meat is projected to rise 50 Worldwide, animal agriculture contributes more to
percent between 2013 and 2050. Eating plants is climate change than exhaust emissions from the
fundamentally more efficient than growing plants entire transportation sector.Animal agriculture’s
to feed animals and eating those animals. Even emissions come from three major sources: conver-
after accounting for the processing required to sion of forests and prairies to pasture and cropland,
turn plants into plant-based meat, every study to production of animal feed and animal digestion
date finds that replacing conventional meat with and waste decomposition The primary ingredients
plant-based meat substantially reduces every envi- for plant-based meats, on the other hand, have
ronmental impact measured. In contrast, using all very low greenhouse gas emissions,6 and addi-
our cropland to grow food for humans instead of tional processing accounts for only 13%–26% of
animals would allow American farmers to feed more plant-based meat’s climate impact.8,9 The crop-
than twice as many people. That would increase land no longer necessary for animal feed could
the food supply three times as much as recov- even be used to mitigate climate change through
ering all the food that spoils or gets thrown away reforestation, soil conservation, or renewable
before it can be eaten. Plant-based meat offers a energy production.
promising pathway toward realizing most of this
efficiency gain.

The Food and Agriculture Organization of the United

Nations estimates that around 9% of human-caused
greenhouse gas emissions worldwide come from
producing beef and dairy, some from growing
animal feed and some in the form of methane, the
belches and farts cattle emit that the media loves
to mention.
Plant Based Meat Worldwide, animal agriculture contributes more
to climate change than exhaust emissions from
the entire transportation sector.Animal agricul-
ture’s emissions come from three major sources:
conversion of forests and prairies to pasture and
cropland, production of animal feed and animal
digestion and waste decomposition
The primary ingredients for plant-based meats,
on the other hand, have very low greenhouse gas
emissions, and additional processing accounts
for only 13%–26% of plant-based meat’s climate
impact.8,9 The cropland no longer necessary for
animal feed could even be used to mitigate climate
change through reforestation, soil conservation, or
renewable energy production.
Between its resource efficiency and its appeal to
consumers, and plant-based meat has tremen-
dous potential to help build a sustainable food
supply. However, there’s still a long way to go. Truly
meat-like products have been widely available to
consumers only since 2013, and plant-based meat
still makes up just 1% of the retail meat market,
After millennia of optimization, animal agriculture
is hitting declining returns in quality and efficiency,
but plant-based meat can continue to improve by
leaps and bounds. Public research can support
the development of new products and processes
to make plant-based meat even more delicious,
affordable, and environmentally sustainable than
it already is.
Institutional support from food companies, food
service providers, governments, and some envi-
ronmental advocates can accelerate the transition
to a sustainable food system.
Plant Based Meat Pros Cons
—It is cruel and unethical to kill animals for food —Eating meat is natural, not cruel or unethical.
when vegetarian and vegan options are available,
especially because raising animals in confinement —Vegetarian diets are not necessarily better for the
for slaughter is cruel, and many animals in the environment.
United States are not slaughtered humanely.
—Eating meat is part of a healthful diet.
—A vegetarian diet is more healthful than a carniv-
orous diet and a vegetarian diet is better for the —A diet that includes meat does not raise risk of
environment. disease.

—Eating fish is not more ethical, environmentally
sound, or healthful than eating other animal protein
sources.
—A vegetarian diet lowers risk of diseases.
—A diet that includes fish provides the body with
essential omega-3 fatty acids.
—Humans are omnivores and have evolved to
consume even more meat.

—Our Human anatomy has over time evolved to

support a primarily vegetarian diet.

CASE STUDY - Impossible Food
The Impossible Burger
Impossible Foods Inc. is a company that develops
plant-based substitutes for meat products. The
company’s stated aim is to give people the taste
and nutritional benefits of meat without the nega-
tive health and environmental impacts associated
with livestock products. Uses
87%
Their mission is to make the global food system truly
sustainable by eliminating the need to make food
from livestock. Animal agriculture uses a tremen-
dous amount of the world’s natural resources. In
2016, we launched our first product, the Impossible Less Water
Burger. It’s delicious, nutritious, and made using
89%
but a small fraction of the land, water and energy
required to make meat from a cow.
By eating meat made from plants instead of meat
made from animals, we can drastically cut our Less GHG
carbon footprint, save water supplies and help Emissons
96%
ensure that our precious Earth is here not just
tomorrow but for future generations. With Impos-
sible Burger, it’s never been more delicious to save
the planet.
Less Land