In a novel experiment, Sainsbury's stores will work with a team of researchers from Oxford University to find out what retailers can do to boost the sales of meat alternatives.
There is now substantial evidence that reducing meat consumption in richer countries would both improve human health and help to reduce greenhouse gas emissions.
In response, Sainsbury has teamed up with researchers from Oxford University to see what retailers can do to help tilt consumers away from meat and towards non-meat alternatives. Several of their stores and online offers will now present vegetarian products alongside meat, rather than grouping them together in a separate section. Other measures include giving vouchers and loyalty points to shoppers who choose vegetarian products, and providing recipes and leaflets that outline how shoppers can eat less meat. The researchers will measure the impact these changes have on sales. Read more here.
Sustain campaigns for a greener, healthier and fairer food system. Find out more about our activities here.
Published Friday 27 January 2017
Sustain: Sustain The alliance for better food and farming advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, enrich society and culture and promote equity.
