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.
