Simple Feast Starts First “Quit Meat” Helpline in Denmark

According to the Danish vegan meal delivery service Simple Feast, Danish citizens eat between 90 and 100 kilograms of meat every year. In order to avoid a “climate catastrophe” and to improve citizens’ health, the company now wants to help reduce meat consumption. To support consumers through this process, the company has developed the “Quit Meat” helpline.

The Quit Meat helpline is staffed by doctors, nutritionists, and Simple Feast co-founder and CEO Jakob Jønck himself. From Monday to Friday, between 10 a.m. and 2 p.m. and 4 p.m. and 8 p.m., callers are advised on how to improve their health and reduce their environmental impact. The staff help customers to reduce their meat consumption or completely eliminate meat from their diets. According to the company, the Quit Meat Helpline is the first hotline of its kind in the world.

To draw attention to the helpline, Simple Feast has launched a video advertisement comparing meat consumption to smoking and drawing attention to its health consequences. In an interview with Danmarks Radio, Jønck said, “We have tried to present a picture that shows how absurd it is to think this is normal. Just because it’s our history doesn’t mean it has to be our future. To start a discussion about something so urgent, when we are so far behind, we have to start it in a place where people can pause for a moment, turn off the autopilot and start reflecting.”

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