Better by Half
Better by Half

Better by half: A roadmap to less and better meat and dairy

The Eating Better alliance is working to stimulate a 50% reduction in meat and dairy consumption in the UK by 2030, and for a transition to ‘better’ meat and dairy as standard. This will be better for the environment, our health, for land use, animal welfare and social justice

Better by half: A roadmap to less and better meat and dairy provides 24 actions to be taken across 5 sectors to create an enabling environment to drive the necessary transformation in eating habits.

Click into the sector and action icons above to find out more and see where these actions are already taking place, or click on the Overview icon below to find out more about the campaign.

Campaign overview

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Food Service

By 2030 restaurants, caterers and food-to-go businesses will:

  • Increase the proportion of plant-based options on their menus, with meals based on plant foods as the default option.
  • All meat and dairy products sourced from better production systems.
  • Have meat and dairy reduction targets which are measured and reported on.
  • Support professional training of chefs in healthy and sustainable food, including plant-based cooking and sourcing ‘better’ meat.
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Food Retail

By 2030 retailers will have:

  • More vegetables, fruits, plant-proteins and wholegrains on shelves and in products.
  • Defined ‘better’ production as a minimum standard across supply chains. All meat and dairy on sale sourced from ‘better’ production systems.
  • Meat and dairy reduction targets in volume of sales. These should be measured and reported on. 
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Government

By 2030, we will have:

  • A national food strategy that joins up trade, food, farming and health policies to deliver on population health and environmental outcomes. Support for less and better meat and dairy featuring as a key component.
  • Sustainable and healthy food-based dietary guidelines which act as a reference point across all levels of government, from local to national. 
  • Public procurement that delivers food consistent with the dietary guidelines with a focus on more plants and less and better meat and dairy. 
  • Good access to a healthy sustainable diet for everyone, including those on low incomes.
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Producers & Processors

By 2030 producers and processors will have:

  • A thriving sustainable horticulture production sector in the UK.
  • A livestock sector that works with nature and delivers excellent production standards and decent living conditions for farmers.
  • Widespread agroforestry and increased levels of farm woodland cover.
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Investors

By 2030 investors will: 

  • Disclose their involvement with meat and dairy companies, as well as food companies who sell meat and dairy directly to consumers.
  • Track food companies on their transition to ‘less and better’ meat and dairy through consistent and comparable reporting.
  • Play an active part in the transition to less and better meat and dairy by actively engaging with food companies and shifting their investments to those who are driving change and performing best.

Better by half: A roadmap to less and better meat and dairy

The Eating Better alliance is working to stimulate a 50% reduction in meat and dairy consumption in the UK by 2030, and for a transition to ‘better’ meat and dairy as standard. This will be better for the environment, our health, for land use, animal welfare and social justice

Better by half: A roadmap to less and better meat and dairy provides 24 actions to be taken across 5 sectors to create an enabling environment to drive the necessary transformation in eating habits.

Click into the sector and action icons above to find out more and see where these actions are already taking place, or click on the Overview icon below to find out more about the campaign.

Campaign overview