top of page
Our Questions
Protein is essential for a healthy diet. But not all protein sources are created equal. Some of the most popular come with significant hidden costs, from environmental damage to serious health risks.
To address this, we facilitate and accelerate the transition to better sources of protein. To achieve this, we conduct critical research from first principles, and we provide free tools and guidance for policymakers, organisations, and consumers.
Our work tackles three core questions:
1. What are the best sources of protein currently available?
2. Why aren’t more people consuming them?
3. How can we increase consumption of them?
Our Answers
​What are the best sources of protein currently available?
Quick answer: Plant-based Protein (especially tofu)
Medium answer: See our summary slideshow
(full report and sources coming soon)
Why aren’t more people consuming them?
Quick answer: The current leading consumer concern is acquiring too little protein (data source).
(full report with additional sources coming soon)
How can we increase consumption of them?
We created an intervention that doubles the sales of meat-free items at Greggs (Britain's biggest fast-food chain) and we published it in an open access journal. We contacted key stakeholders at Greggs directly, and we published an open letter offering to support them further. This was picked up by the media. We are still happy to help Greggs - they still haven't replied.
To support other vendors, we built a free web app that empowers others to build effective interventions that increase sales of meat-free items. You can access it here. You can also download our intervention framework here.
We are working closely with consumers and organisations and will be publishing more tools and guidance soon.
bottom of page