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Breaking! Meatless Farm Teams Up With Real Madrid To Promote How A Plant-Based Diet Helps Our Environment & Overall Health

March 24, 2021

By WAN

Meatless Farm has joined forces with football giant Real Madrid to help raise awareness about the importance of reducing meat consumption to lessen the environmental impact of animal products, as well as to inspire change when it comes to the public’s health and well-being.

Real Madrid’s nutritionists will be working with Meatless Farm to demonstrate how plant-based food can work within a performance-based diet. Real Madrid’s football stars will also be sharing their experience of reducing meat and increasing plant-based foods for both environmental and personal performance gains.

The partnership comes after the 13-time European Cup winners became the first football team on the planet to sign up as a participant of the UN Global Compact, the largest corporate sustainability initiative in the world.

Morten Toft Bech, Founder of Meatless Farm, shared that while the plant-based sector has grown massively, things need to move at a faster pace to address the urgency of the climate crisis and how food impacts it.

“We know there is still a huge gap in consumer understanding of the positive impact reducing meat consumption can have on the environment, so we have to reach far beyond vegetarians and vegans and significantly increase the ‘meat-lessers’ – encouraging everyone to reduce their meat consumption and increase their plant-based eating,” Bech said in a statement, further noting that in a country like the UK, if everyone had just one less meat meal per week, it would reduce approximately 8% of the UK’s total emissions. “Real Madrid has the right values, ambition, expertise, reach, and influence to help create a global movement for change so we can’t wait to work together on achieving these goals.”

Meatless Farm’s aims to reduce the world’s dependency on intensively farmed meat and create a more sustainable food ecosystem that reinstates biodiversity. This year is set to be a tipping point for the alternative meat category with 54% of consumers reporting that they want to reduce their meat consumption.

“Meatless Farm brings together both sustainability and nutrition, two elements that are central to Real Madrid’s club and business strategy,” stated Emilio Butragueño, Institutional Relations Director at Real Madrid C.F.. “As a global brand, it is important to encourage communities to make real changes that help create a more sustainable world and improve personal health and performance.”

You can help all animals and our planet by choosing compassion on your plate and in your glass. #GoVeg

You can help all animals and our planet by choosing compassion on your plate and in your glass. #GoVeg

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