National contract caterer Eurest wants to investigate whether clever marketing messages, which signpost vegan and vegetarian meals as being popular can steer people towards healthy and sustainable diets.
Rees Bramwell, head of nutrition and sustainability at Eurest, said: “This project is taking our work with the University of Oxford to the next level, seeing what truly has an impact on consumer choice. This is about how we can nudge people towards food options which are better for the environment.
“There’s a lot of research which shows people are influenced by their colleagues when it comes to what they buy in the high street. So, can it be applied in the workplace restaurant and used as a force for good?
“The kind of marketing messaging we are testing includes signposting plant-based options using sales data to say, ‘More and more of your colleagues are choosing veggie options, join them today!’ By framing these meals as aspirational and driving behaviour change, we can help our clients and consumers reduce their carbon footprint as well as our own business.”
This is the second time Eurest has partnered with the university, having already worked with them to trial the LEAP sustainability food labelling system – which labels recipes from A-E based on their impact on the environment.
Nudging sustainable choices, such as plant-based dishes for instance, can also play its part in refuelling employees in a healthy and nutritious way, leading to higher levels of energy, concentration and productivity.
Dr. Rachel Pechey, postdoctoral researcher in health behaviours at the University of Oxford, added: “Food plays a huge role in our changing climate, contributing up to a third of global greenhouse gas emissions. Our work with Eurest will provide robust evidence to help understand whether perceptions of 'typical' behaviours and attitudes in particular settings can influence people to switch to more sustainable options.”