As global societies become more aware of the effect of meat-based diets on the planet, new research reveals its specific impact on deforestation. The research, by Potsdam Institute for Climate Impact Research (PIK), finds that swapping 20% of beef for microbial protein could halve deforestation over the next three decades.
It would also halve emissions from the global food system by reducing the destruction of trees and methane emissions from livestock. Looking ahead, a 50% replacement of beef would lead to an 82% cut in deforestation by 2050. These figures offer a tangible metric for brands and consumers and can provide a greater incentive for people to switch to flexitarian diets.
With such findings set to encourage a shift towards alternative meats, the market for Next-generation Proteins will become increasingly lucrative – and vital.
Strategic opportunity
Plant-based brands should consider using such environmental messaging to promote a switch to flexitarian diets. How might your brand work with restaurants to communicate these ideas too?