A roadmap for less and better meat and dairy

The 'Better By Half' roadmap sets out 24 actions for the government, food service and retail, food producers and investors. The roadmap supports people to make good food decisions - it is about providing the right environment and not telling people what they can and can’t eat. The campaign to eat less but better meat is to improve the environment, our health, land use, animal welfare and social justice.

Shirley Cramer, Chief Executive, Royal Society for Public Health has said:

"We know that where we live, and work plays a huge role in our health and wellbeing. Children from the poorest areas with the most unhealthy food environments are twice as likely to be obese as their wealthier counterparts. It is vital that we have robust national and local policies in place to improve the environment so that the default food option is the healthy one. Only then will we begin to tackle our growing health inequalities."

The roadmap demonstrates the critical importance of government action. One of the actions set out in the roadmap is for the UK Government to ‘deliver a cross-departmental food and farming strategy.’

Simon Billing, executive director of Eating Better has said:

"The Eating Better alliance has been encouraged by recent announcements by the UK Government. They have laid out legislation for the UK to contribute net zero greenhouse gas emissions by 2050 and announced an independent review to inform a National Food Strategy. The alliance is keen to see these commitments turn to action as there is a feeling that Government has lagged behind consumers, growers and food businesses for too long. They need to be at the table in creating the right environment for people to eat more sustainably."

The roadmap sets concrete and actionable suggestions, with examples of leadership from businesses and organisations.