Our vision

Our vision is a world in which everyone values and has access to healthy, humane and sustainable diets. High meat consuming countries and individuals have reduced their consumption in line with health recommendations and greenhouse gas reduction targets. Meat is produced humanely and sustainably, its production provides sustainable livelihoods, environmental benefits and it is consumed in quantities consistent with good health and global resource use capacity.

Our mission

We will do this by:

• Demonstrating coherent cross-sectoral leadership on lower meat consumption as part of healthy, sustainable diets.​

• Making change happen at the level of government policy, business practice and consumer behaviour, by developing ‘asks’ and catalysing lobbying muscle.​

• Stimulating long-term cultural shifts by devising new ways of framing the ‘eat less meat’ message that are compelling and inclusive.

Our approach

Eating Better encourages a culture where we place greater value on the food we eat, the animals that provide it and the people who produce it. Eating Better supports farmers who produce meat in a sustainable way. Moderating our meat consumption – whether red, white or processed meats – while also choosing ‘better’ meat that is naturally-fed, has a known provenance and is produced to high animal welfare, environmental and quality standards can help support farmers without being more expensive for consumers. A ‘less but better’ approach to meat with meals based around a greater variety of plant-based foods will ensure healthy, balanced diets that are better for the planet and for fairer food systems too.