How big business can drive vegetable consumption

CC BY 2.0 Sonny Abesamis/Flickr

Forty companies just pledged to do their part to serve more veggies, helping the environment in the process.

UK-based consultancy giant PwC isn't the first place I'd think of starting in the fight to encourage us all to eat more veggies, but Business Green reports they've just taken a very important step: They're pledging to increase the overall percentage of fruits and vegetables served in their in-house restaurants from from 16% to 20% of meals by the end of 2018.

That's an interesting goal. And it's the combination of incremental change combined with an extremely short timeframe that makes it, I think, a potentially powerful one. This is because, much like New York schools offering plant-based options, moves like this have the potential to shift consumption well beyond the hardcore vegans among us.

The effort is part of a broader push across Britain for a more fruit- and vegetable-centric approach to eating. Dubbed the Peas Please Campaign, and spearheaded by The Food Foundation, the initiative encompasses everything from retailers committing to selling more veggies and increasing the amount of vegetables in ready meals, to restaurants and businesses promising to feature vegetables more prominently on their menus. And while the main focus appears to be health-related, there's no doubt that a few more veggies and a little less meat would have a significant positive impact on the environment, too.

Business Green tells us that the campaign has already signed up 40 companies committed to the push, although the website is throwing up a 404 error on who those companies are. Still, with 18,000 workers at PwC alone, it's an encouraging sign that this could significantly move the needle on putting vegetables in their rightful place.

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