Horizon Europe injects millions to persuade people to eat less meat - Giant Leaps
Dec 14, 2023
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The Giant Leaps project aims to promote plant-based foods and sustainable diets. Funding from Horizon Europe supports their goals of reducing GHG emissions and reaching net zero. The podcast discusses methods of sharing information and collaborations with influencers. Analysis shows differences in consumption habits between genders, with a growing trend of meat and dairy alternatives. The podcast explores the challenges of transitioning to a plant-based diet and the importance of government support. Concerns about UK government enthusiasm and the need for a strategy to promote new technology are also discussed.
The Giant Leaps Project focuses on promoting plant-based diets and exploring alternative protein sources to encourage reduced meat consumption and support sustainable and nutritious diets.
The collaboration among diverse partners, including academic institutions, startups, and larger companies, enables knowledge exchange and innovation in the development of plant-based proteins and alternative dietary options.
Deep dives
Giant Leaps Project: Promoting Plant-Based Foods
The Giant Leaps Project, funded by Horizon Europe with 12 million euros, aims to promote the adoption of plant-based foods and encourage reduced meat consumption. The project gathers 34 partners, including companies like Unilever and Danone, to support the transition to more sustainable and healthy future diets. One approach is the plant-forward diet, emphasizing a focus on plant-based foods while consuming a smaller amount of animal-based products to retain essential micronutrients. Protein diversification is also explored, encompassing alternative protein sources like fava bean, lentils, oats, crickets, and cellular meat. The Giant Leaps Project works towards filling knowledge gaps, evaluating the environmental and health impacts of alternative proteins, and providing science-based recommendations for a sustainable and nutritious diet.
Involvement of Various Partners
The Giant Leaps Project collaborates with a diverse range of partners, including academic institutions, startups, and larger companies. Academic partners such as Bahraini University, T-Gas in Finland, Inrai in France, and a number of startups, like Solar Foods and NaBioFeeding, contribute to the project. Larger companies like Unilever, Rokettfrisson, and Danone are also actively involved. This diverse partnership facilitates the exchange of knowledge and resources, aiming to drive innovation in the field of plant-based proteins and alternative dietary options. Other organizations and initiatives like Efrost and Bridge to Food also play a role in supporting the project's goals.
Impacts of the Protein Transition
The protein transition from animal-based to alternative dietary proteins faces several hurdles. While consumer behavior change is challenging, recent evidence shows a gradual shift towards plant-based alternatives. Government support, legislation, and impact-focused regulations are crucial in facilitating the transition. Efforts to inform the public and counter misinformation are vital. Positive examples, like retailers introducing plant-based alternatives and government strategies prioritizing plant-rich nutrition, are encouraging steps. The availability of sustainable protein sources, technological advancements, and investment from private investors aligned with net-zero goals create an environment conducive to the protein transition.
Challenges and Opportunities in Sustainable Food Production
Transitioning towards sustainable food production involves addressing hurdles and seizing opportunities. Critical challenges include consumer reluctance to change, potential greenwashing practices, and concerns for small-scale producers. Government support, both through regulations and incentivizing sustainable production, can positively impact the transition. Encouraging collaboration between small-scale producers and larger companies, promoting true cost factors, and investing in media strategies to combat misinformation are essential. Diversifying agricultural practices, reducing monoculture, and enhancing soil health through organic fertilizers contribute to sustainable food production. Cultivated meat, expected to appear on supermarket shelves soon, holds promise for further nutritional and environmental advancements.
Giant Leaps (GL) is one of the benefactors of the Horizon project which has a massive budget - in the billions - to spend on reducing GHG and reaching net zero. Of course food is a big part of that. Edward Sliwinski from GLs talks to FoF about how they're spending the money to enable the transition.