Call for partners: How to engage consumers to switch to a more plant-based diet?

Diets that incorporate a larger proportion of plant-based foods are increasingly recognised as beneficial for our health and for the environment. Yet, the global demand for animal proteins, such as meat and dairy, is also still growing. And despite the increased availability of tasty plant-based options and the demonstrated health and environmental benefits, shifting consumers towards a more plant-based diet remains a real challenge.

In order to benefit both the environment and our health, a transition towards diets containing more plant-based proteins is needed. Tasty plant-based alternatives to animal proteins are more and more available. Unfortunately these alternatives have not yet reached the masses. Engaging consumers to adopt a more plant-based food consumption pattern is not that simple. Are you trying to crack this code too? How about partnering up with WUR to co-create more effective strategies? We suggest to explore a personalised approach, based on tailor-made advice to stimulate consumers to make more plant-based choices.

Our suggested approach: personalised advice

To generate personalised advice encouraging consumers to switch to a more plant based diet, we plan to:

  • First explore the preferences and needs of different target groups
  • Then build a dedicated digital tool to deliver personalised dietary advice
  • Finally, measure the long-term compliance to and validate the multidimensional benefits of a plant-based diet (sustainability and health) in real life settings.

Are you interested?

If you are a player in the food supply chain and your mission is to support the switch to a more plant-based diet, we would love to hear from you. Our ideal cross functional group of partners is made of food retailers and/or producers, meal-boxes companies, caterers and other knowledge partners.

The project will be setup in a PPP format (Public Private Partnership) for a TKI subsidy, which is a Dutch governmental programme sponsoring applied research. Granted projects receive 50% subsidy funding. Industry partners contribute for the other 50%, of which up to half may be in-kind.

Why take part in public-private research?

  • The subject is too large and complex to tackle alone
  • Network on content: immediate access to the knowledge and experience of collaborative partners
  • Greater returns on your investment by joining forces
  • Be the first to access the latest insights