Sustainable dining campaign calls for menus to be 50% plant-based

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50 by 25

A new campaign is calling on restaurants to make 50% of their menus plant-based by the end of 2025. 

50by25, launched by UK-based charity, Viva! its aim is to help restaurants reduce their impact on the environment and encourage consumers to eat more plant-based meals. 

The charity will be contacting leading restaurants, asking them to remove meat dishes and replace them with animal-free alternatives, as well as working with smaller restaurants to help them make the switch. 

Wagamama, Beyond Meat and Wicked Kitchen have all signed up to the campaign, with Wagamama having already made its menu 50% plant-based.

Viva!’s founder and director, Juliet Gellatley, said: “We know that eating a plant-based diet is the most impactful way to reduce emissions, prevent wildlife loss and soil degradation, as well as promote biodiversity. We are delighted to be working with the UK’s most forward-thinking businesses to support restaurants in making their menus more climate friendly while increasing choice for consumers. After all, we only have one planet!”  

The charity claims restaurants that opt into 50by25 will benefit from an increased customer base as the demand for sustainable food options will increase over time, with consumers becoming more invested in eating planet-friendly foods. 

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