Society

Plant Based Treaty

© Plant Based Treaty

El Masnou Becomes Second Spanish City to Endorse the Plant Based Treaty

El Masnou, a municipality in Catalonia, has formally endorsed the Plant Based Treaty, making it the second city in Spain to join the global initiative. The motion, passed on June 19, 2025, by the city council with a majority vote of 17 in favor and two against, places emphasis on transitioning towards plant-based food systems to address climate change, public health, and animal welfare. Living in a climate emergency The resolution, introduced by Councillor Sergi Amat Giró of Fem Masnou, recognizes the urgency of reducing greenhouse gas emissions across all sectors, including food production. “We are living in a climate emergency that requires rapid, deep, and sustained reductions in greenhouse gases. This means not only addressing emissions from energy sources but also recognizing the essential …

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Xanterra grand canyon

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US National Parks to See 50% Plant-Based Menus by 2026

Xanterra Travel Collection, the primary foodservice provider for several of the United States’ most visited national parks, has announced a commitment to make 50% of its menu offerings plant-based by the end of 2026. This new policy, which includes popular destinations such as the Grand Canyon, Yellowstone, Death Valley, Mount Rushmore, and Rocky Mountain National Park, is the first time the company has set a measurable target for plant-based options at its locations. Transforming national park dining Each year, Xanterra serves over 3 million meals to park visitors, making the shift to plant-based foods one of the largest initiatives in the public-facing travel and hospitality sector. The company’s decision comes as some of the most iconic natural landmarks in the US have also begun offering …

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peter mcguinness

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McGuinness Talks Strategy for Impossible Foods’ European Expansion: “Leading with Climate Didn’t Work”

At Bloomberg’s Sustainable Business Summit in London, Peter McGuinness, CEO of Impossible Foods, shared insights on the company’s strategy for European market expansion. Speaking with Bloomberg’s Kriti Gupta, McGuinness detailed the company’s efforts to navigate the evolving plant-based food industry and its approach to overcoming current market challenges. UK market faces plateau Impossible Foods is seeking to expand its presence in the UK and the European market. McGuinness pointed out that the UK leads Europe in plant-based consumption, offering a unique opportunity for the company. However, he noted that the market, while initially growing rapidly, has begun to plateau, largely due to issues with taste and consumer confusion. “It started with a big bang, and there was a lot of publicity around it and several …

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Umami House makes donations to end factory farming

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How Non-Vegan Restaurants Could Help to End Factory Farming

Umami House, a new “stealth-impact” restaurant in Sydney, Australia, has announced a partnership with FarmKind, a nonprofit working to end factory farming. Through the collaboration, Umami House will make a donation to high-impact farming reform charities each time a beef or bacon order is sold. FarmKind’s Compassion Calculator has been used to determine the donations needed to account for the welfare impact of each order, and the costs are paid entirely by the restaurant without being passed on to the consumer. Each donation is directed by FarmKind to expert-recommended causes. The model is said to provide a solution for restaurants that want to help move the food system in a more ethical direction, without compromising on providing consumers with their favorite products. “Umami House is …

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Viva Halfway Heroes campaign

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Viva! to Offer Free Plant-Based Burgers in Major UK Cities for New “Halfway Heroes” Campaign

British animal rights charity Viva! has launched a new campaign called “Halfway Heroes”, encouraging meat-eaters to reduce their animal product consumption by going 50% plant-based. The campaign will “put food front and centre”, with the aim of showing that eating plant-based doesn’t mean missing out on flavour, convenience or comfort. This will include a “Halfway Heroes Tour”, bringing free plant-based burgers made by THIS to city centres across the UK. The tour dates are: 300 free burger samples will be served in each city, and passersby will receive information on the environmental benefits of reducing their meat consumption. Viva! team members will be on hand to answer questions and share tips, resources, and recipes. “Action, not perfection” To mark the launch of the campaign, Viva! …

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Switch4Good

© Switch4Good

US Senate Committee Advances Bill Expanding Plant-Based Milk Options in Schools

The Senate Agriculture Committee has advanced the Whole Milk for Healthy Kids Act of 2025, legislation that seeks to increase access to both whole milk and non-dairy beverages in the National School Lunch Program. While the bill includes provisions for whole and low-fat milk, it also creates a significant opportunity for expanding plant-based milk options, such as almond, soy, and oat milk, in public schools across the country. Senator Amy Klobuchar (D-MN), ranking member of the Senate Committee on Agriculture, Nutrition, and Forestry, expressed her support for the bill during the committee markup, highlighting the importance of providing a variety of beverage options to meet the diverse needs of students. “We are working together on a bill that will help ensure that our children, regardless …

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Ash Kalra

© Ash Kalra

California Establishes Committee to Focus on Economic and Environmental Potential of Alternative Proteins

California Assembly Speaker Robert Rivas has appointed a new Select Committee on Alternative Protein Innovation, which will focus on the economic and environmental potential of alternative proteins, including plant-based, cell-based, and fermented protein sources. The committee will explore how emerging protein technologies can benefit California’s agriculture, economy, and sustainability efforts. Assemblymember Ash Kalra, representing California’s 25th Assembly District, will chair the committee. Kalra, who has long been involved in promoting alternative proteins, stated, “I am thankful Speaker Rivas has established the Select Committee on Alternative Protein Innovation. The focus of this Committee is not just about fostering a vibrant alternative protein research and economy in California, but also putting forth climate solutions in our food systems.” Championing alt protein research Kalra has previously supported funding …

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Plant Based Treaty

© Plant Based Treaty

Parla Becomes First Spanish City to Endorse Plant Based Treaty

Parla has become the first city in Spain and the 40th in the world to endorse the call for a global Plant Based Treaty. The motion was introduced by Más Madrid’s Miguel Fuentes, a portfolio holder for ecological transition, youth, and sustainable mobility. It passed at the Plenary Session of the Parla City Council on May 14, 2025, with 14 votes in favour and 11 against. In the motion, Parla acknowledges that animal agriculture “contributes disproportionately to climate change, biodiversity loss, water and air pollution, and food and land injustice”. “Systemic changes are needed to transition from a food model based on exploitation to one that cares for the planet, people, and animals,” said Fuentes. “Joining the Plant Based Treaty is a first step.” The …

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Photo by Anna Nekrashevich on Pexels

Social Media “Super-Spreaders” of Nutrition Misinformation Risk Public Health for Millions

A joint investigation by Rooted Research Collective and the Freedom Food Alliance has identified 53 social media influencers spreading nutrition advice that conflicts with global public health guidelines. The study estimates that up to 24 million social media users could be exposed to potentially harmful dietary recommendations promoted by these individuals. The report, Nutrition Misinformation in the Digital Age, categorizes these influencers as “super-spreaders,” noting that 87% have no medical or health-related qualifications. Despite this, approximately one in five present themselves as credentialed experts without verifiable evidence. Their content predominantly promotes extreme diets such as carnivore, ketogenic, and raw milk consumption, while often dismissing plant-based diets as harmful or deficient. This runs counter to international recommendations encouraging dietary diversity, moderation, and plant-forward eating patterns with …

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Novotel Advances Plant-Forward Strategy Across 600 Hotels, Targets 25% Plant-Based Menus by 2026

Novotel has announced a global expansion of its plant-forward food strategy, setting a target for at least 25% of menu offerings across its 600 hotels to be plant-based by 2026. Currently, 39% of its locations already meet this threshold. The initiative is part of the strategic focus on integrating sustainability into the brand’s culinary operations, in alignment with its ongoing partnership with WWF France. The plant-forward ambition seeks to provide scalable, sustainable menu options that balance consumer demand for taste, health, and environmental impact. Novotel is collaborating with culinary institutes to develop recipes that meet these criteria, positioning the brand within a competitive market where plant-based dining is increasingly a business imperative. Jean-Yves Minet, Novotel Global Brand President, stated, “At Novotel, we are committed to …

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Plant Based Foods Association

© Plant Based Foods Association

Sodexo and PBFA Conclude Nationwide Plant-Based Sampling Tour Across US College Campuses

The Plant Based Foods Association (PBFA) partnered with Sodexo Campus to host a nationwide event during Earth Week (April 17–22, 2025), bringing plant-based food offerings to eight university campuses. The event provided students with an opportunity to sample a variety of plant-based foods from notable brands including Impossible Foods, JUST Egg, Violife, MorningStar Farms, and Gardein. Over 1,500 students participated in the event, which aimed to raise awareness of sustainable and flavorful plant-based dining options available to college students. This activation aligns with Sodexo’s commitment to integrating more plant-based meals into its campus dining services. The company has publicly committed to ensuring that 33% of its menu offerings are plant-based by the end of 2025. The Earth Week event was seen as a step toward …

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Meatable

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Meatable Collaborates with Major NGOs to Address Global Food Challenges

Meatable, a company specializing in cultivated meat technology, announced its collaboration with three global organizations dedicated to advancing sustainable food systems: Food Tank, The United Nations Global Compact, and The Hunger Project. This partnership is part of Meatable’s ongoing efforts to address the environmental and societal challenges of global food production. The world’s population is projected to reach nearly 10 billion by 2050, which will significantly increase the demand for protein. Traditional livestock farming, however, relies on large amounts of land, water, and energy, and is a major contributor to greenhouse gas emissions and deforestation. As the environmental costs of food production rise, alternatives like cultivated meat, which aims to reduce these negative impacts, are being seen as a potential solution. Danielle Nierenberg, co-founder of …

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Notco aeromexico

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NotCo Expands Airline Partnerships with New Aeromexico Collaboration

NotCo, a Chilean food technology company, has teamed up with Aeromexico to provide a plant-based meal option for passengers in Premier and Premier One Class. Until May 31, travelers will be able to pre-order the NotBurger, with caramelized onion, manchego-flavored NotCheese, and wedge fries. This meal is available exclusively through Aeromexico’s Preselect Menu, which allows passengers to choose their meals up to 24 hours before their flight. Aeromexico posted on social media, “We’re thrilled to share that this spring, our passengers can enjoy the NotBurger, a delicious plant-based burger, by preordering it through our Preselect Menu, available 24 hours before their flight in Premier One.” The NotBurger offering is part of Aeromexico’s ongoing effort to diversify its in-flight dining options with sustainable and innovative products …

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Nijmegen endorses the Plant Based Treaty

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Dutch City Nijmegen Bans Meat Ads & Endorses Plant Based Treaty

The city of Nijmegen has endorsed calls for a global Plant Based Treaty, becoming the second Dutch city to do so and the 37th globally. Following the endorsement, Nijmegen will implement a ban on advertising fossil fuels and meat products in public spaces such as bus shelters and digital screens. Similar bans have previously been implemented by municipalities in Haarlem and Utrecht. The city will also introduce the plant-based Nimma Sandwich, which has been developed in collaboration with Radboudumc, Radboud University, MVO Nederland, HAN, Compass, Vermaat, and the restaurant De Nieuwe Winkel. The sandwich highlights natural, plant-based ingredients, all of which are sourced from local farmers and producers. “Last year, we put the Plant Based Treaty on the city’s radar,” said Bart Salemans, City Council …

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NYC Health + Hospitals

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NYC Health + Hospitals Marks Milestone of 2 Million Plant-Based Meals Served

In recognition of National Nutrition Month, NYC Health + Hospitals has announced the milestone of serving over 2 million plant-based meals to patients since launching the program in March 2022. In 2024 alone, the health system served over 900,000 plant-based meals to its patients. The initiative, developed in collaboration with Sodexo, is based on scientific evidence linking plant-based eating patterns with improved health outcomes. Studies suggest that plant-based diets can reduce the risk of cardiovascular disease, type 2 diabetes, obesity, and certain cancers, while also supporting weight management and the treatment of conditions like hypertension. “It’s been an incredible three years. Crafting quality food has always been the first thought in mind. Crafting quality innovative food to help heal others is even more rewarding. I …

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ProVeg International

Image: ProVeg International

The Generations Fuelling the Plant-Based Market

Consumer habits are changing fast, with Millennials and Gen Z making a significant impact. These generations are increasingly conscious of their food choices and are shaping the future of the food industry through their purchasing power, digital influence, and values-driven consumption. Among these generations, plant-based eating has become more popular, fuelled by concerns about health, sustainability, and animal welfare. According to the latest Smart Protein Project survey, Gen Z has the highest rates of vegetarians (7%), vegans (4%), and pescatarians (5%) in Europe. In contrast, omnivores are more prevalent in the Boomer and Gen X groups.  However, flexitarianism – the practice of reducing meat consumption without eliminating it entirely – is not confined to younger generations. Adoption rates are similar across Boomers (29%), Gen X …

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ProVeg International youth board

© ProVeg International

ProVeg Announces 2025 Youth Board to Promote Plant-Based Diets

ProVeg International has selected 20 young advocates from a pool of over 500 applicants to join its 2025 Youth Board, a global initiative focused on advancing plant-based food systems. The board members, aged 15 to 29, represent diverse backgrounds and countries across the Americas, Europe, Africa, and Asia. The Youth Board will work closely with ProVeg’s United Nations team, contributing to policy discussions and participating in international events, including the Bonn Climate Conference in June, the World Food Forum in October, and COP30 in November. The board members will advocate for food system changes that reduce reliance on animal agriculture, which ProVeg states is a significant contributor to greenhouse gas emissions, deforestation, and water pollution. ProVeg International CEO Jasmijn de Boo noted the strong interest …

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Campaign urges Brits to give up dairy for International Women's Day

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Campaign Urges British Consumers to Give Up Dairy for International Women’s Day

UK charity Animal Justice Project is calling on the British public to avoid dairy products on International Women’s Day, which takes place on March 8. The campaign aims to raise awareness of the treatment of cows in the dairy industry. As part of the campaign, Animal Justice Project has commissioned research to gauge consumer awareness of common dairy industry practices. The results indicate low awareness among the majority of respondents — for example, 52% did not know that dairy cows are impregnated annually to enable milk production, while 83% were unaware that calves are often separated from cows within 24 hours of birth. Furthermore, 82% did not know that dairy cows are typically slaughtered between the ages of 5 and 7, despite having a natural …

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Gen Z

Image: Anna Shvets on Pexels

Study: Gen Z Believes More Action is Needed to Protect Animals and the Environment

A new study by Faunalytics and Good Growth Co has examined the attitudes of Generation Z (commonly defined as individuals born between 1997 and 2012) to environmental and animal protection. The study collected data from educated youth in the United States, Indonesia, Thailand, and China via surveys and interviews. The results indicate that the majority have a preference for ethical products. Just 31% and 34% of respondents said society was doing enough to protect animals and the environment respectively. However, the focus was mainly on companion and wild animals, with farm animals rarely mentioned. When asked why they believed animals and the environment should be protected, study participants mentioned a range of factors, including protecting the planet for future generations and helping animals for their …

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Tom Brady

Image: Tom Brady on Facebook

Super Bowl Champion Tom Brady Launches Vegan GOAT Gummies

Tom Brady, a former NFL quarterback and seven-time Super Bowl champion, is launching a new line of gummy snacks called GOAT Gummies. As reported by Hypebeast, the snacks are vegan-friendly and organic with no artificial sweeteners or flavors. They contain real fruit and are made in France. The gummies have been developed as part of a multi-year partnership with food delivery company Gopuff, which Brady invested in last year. They will be available exclusively on the platform in three flavors — Sweet Rush (pear, mango, passion fruit, and cherry), Sour Burst (tangerine, apricot, and grapefruit), and Tropic Fusion (passion fruit, raspberry, and pomegranate). Trusted ingredients Tennis player Serena Williams, who is known to consume a plant-based diet, was reportedly one of the first to sample …

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