US hospitals may have cracked the code when it comes to convincing patients to eat more healthy, sustainable, plant-based meals.
After years of struggling to get patients interested in vegan options or Meatless Mondays, healthcare providers have realized that describing meals as “vegetarian” or “vegan” can be off-putting. Since most patients do not identify with these labels, they believe the food is not for them and continue to choose more conventional options.
The solution? Some hospitals, such as Brigham and Women’s Faulkner Hospital in Boston, Massachusettes, are emphasizing what is included in the dish rather than what isn’t. Menu options are described with reference to their flavor and other benefits, with no direct mention of the fact that they do not contain meat. Additionally, meat dishes sometimes have a similar plant-based option placed right next to them, providing a clear alternative.
Another important finding is that many patients are not motivated to eat more healthily, but they do want to help the planet. Portraying plant-based dishes as the sustainable choice makes patients believe they are contributing to the greater good.
“Inclusive dining experience”
Many of the hospitals and universities making these changes have signed up to the international Coolfood pledge, committing to reduce food-related greenhouse gas emissions by 25% by 2030. Data from Coolfood shows that ruminant meats such as beef are responsible for over half of some food service providers’ emissions, despite only making up a small percentage of the ingredients bought.
Elsewhere in the US, other healthcare providers are also turning to plant-based foods, with New York City hospitals partnering with The Better Food Foundation last September to make plant-based meals the default option. This strategy has proven hugely successful, with over half of patients opting for the meatless dishes.
In 2020, five organizations joined forces to create the Plant-Based Hospital Food Coalition, providing support to hospitals to help them offer more animal-free meals. Among these organizations was the Physicians’ Committee for Responsible Medicine, which has done significant work in this area in its own right. Most recently, the Committee helped Santa Clara Valley Healthcare (SCVH) become the first public hospital system in the US to offer Universal Meals, a new plant-based food program.
“We are thrilled that the Santa Clara Valley Healthcare system has embraced Universal Meals with such enthusiasm to create a more inclusive dining experience,” said Physicians Committee Culinary Specialist and Chef Dustin Harder. “We are proud to have them lead the way for public health, and Universal Meals is a great step forward to creating a seat at the table for everyone.”
