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- Show that ending factory farming is key to humane and sustainable food.

- Push for a global agreement to end factory farming in favour of post-industrial agriculture.

- Convince intergovernmental agencies, such as the United Nations institutions, to support humane and sustainable farming policies.

- Encourage policies to reduce meat (including fish), milk and egg consumption in favour of protein diversification from plant-based alternatives.

- Strengthen legislation and enforcement on farm animal welfare with a particular focus on Europe and the UK.

- Persuade governments to adopt policies which incorporate the true cost of factory farming in the price of food.

- Persuade food companies to adopt higher-welfare products across their entire product ranges.

- Support producers who champion higher-welfare livestock practices.

- Enable consumers to make higher-welfare food choices through better information and honest labelling.

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- Social Media: Twitter, Instagram, Youtube, Facebook
- Twitter and Instagram to reach MP's and influential people
- Print and Online News Media
- Outdoor advertising (bus, billboards, tube posters), events, newsletters, petitions, documentaries, videos, infographics, blogs

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The causes of this campaign could be divided into 3 parts. The first part is harmful impacts to nature. and the second part is for farm animals who are lacking of space for living and facing mutilation. Then, the third part is the bad influence of farmed meat for humans.

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The effects for the campaign should also be in 3 parts. Firstly,  reducing the consumption of factory farmed meat can reduce the usage of global farmlands, which can also reduce the environmental impacts. Secondly, it’s really helpful to reduce animals cruelty, and can be more humanitarian. Thirdly, reducing the eaten of meat can help to prevent 45000 premature deaths a year.

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Key figures:
- General public
- Factory owner
- Meat Products Company
- Retailers (supermarkets, restaurants)
- Charity Organization
- Politicians

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1. Restaurants, fast food chains and the food service sector

Develop menus to provide a greater choice of less meat/more plant based dishes that taste great.

Introduce more exciting flavours and ingredients within existing plant-based products to attract a larger number of customers.

Consider describing plant-based dishes without using the words vegetarian/ vegan, as our insight shows this can substantially increase uptake of dishes/ products. Suitable alternatives include ‘fresh, ‘lighter’ or ‘delicious’.

Position lower meat and meat-free options at the top of menu (not as an add-on) or at beginning/front of self- service counters.

Serve small portions of ‘better meat’, e.g. free-range, organic, pasture-reared, locally sourced meat, and market as a distinctive specialty.

Ensure chefs are trained in plant-based cooking and recipe development.

Price plant rich dishes/menu items at a comparatively affordable price for customers.

2. Food product manufacturers and retailers

Reformulate existing products to provide a greater ratio of plant protein (e.g. using pulse-based or mushroom ingredients)

Invest in or collaborate with companies offering plant-based meat substitutes.

Introduce more exciting flavours and ingredients within existing plant-based products to attract a larger number of consumers.

Make plant-rich products available to purchase at an affordable price for customers.

Consider price promotions and placement within the store to encourage trials and repeat purchasing.

3. Engaging consumers

Brands and retailers can encourage consumers to eat more diverse, plant-rich diets through：

• Brand-led campaigns, highlighting the nutrition and sustainability benefits of a plant-based diet with less and better meat.

• Collaborations with related brands or retailers.

• Promoting campaigns e.g. Meat Free Monday, World Meat Free Day, veg sandwiches during British Sandwich Week.

• Promoting cuisines and recipes where the veg is the ‘star’ of the meal.

• Helping people to make the transition from meat to plants through accessible recipes and suggestions. Collaborations with chefs could be particularly effective.

4. Achieving broader impact

Food companies can achieve broader impact by aligning with government and NGO-led initiatives. This could include:

• Supporting and implementing national health guidelines in product ranges and through marketing

• Involvement in campaigns such as Meat Free Monday, National Vegetarian Week and World Meat Free Day.

• Promoting plant-based diets and cooking via schools programmes.

• Commissioning and promoting academic research that makes the case for plant- based diets.

• Retailers and food manufacturers can influence demand for plant-based ingredients through buying practices

– via supplier requirements. Where supply is not available or sufficient, new partnerships and collaborations with retailers or manufacturers can be formed to develop new solutions at scale.

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1. Using the media platform to influence the general public’s mind and foster the awareness of reducing eating farmed meat.

2. Organizing activities on relevant public welfare days (such as Vegetarian Day); cooperate with vegetarian associations, animal protection societies and other organizations to promote activities.

3. Cooperating with supermarkets to hold offline activities in supermarkets to promote the reduction of industrial meat purchases; to subsidize grazing meat sold in supermarkets in order to promote the consumption of grazing meat and reduce the consumption of factory meat

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What is their power, values, opinions and how might you influence them？

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What is their power, values, opinions and how might you influence them？

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- General public
Power: Purchasing power promotes production

Values: Increased awareness of eating less and better meat can reduce the use of factory-grown meat in supermarket chains and restaurants

Opinions: Want to eat better meat at the same price as factory-grown meat or at a more  favorable price

Influence them: Promote through social media Promote and participate in offline activities

- supermarkets
Power: Can selectively find factories to cooperate
Have autonomy in the products sold

Values: Can provide customers with better meat products
Can give customers a certain discount on the price to promote purchase
The important role of advocacy

Opinions: Operate without losing money in the same way

Influence them: Customer purchasing power

-restaurants
Power: Right to choose ingredients
Self-developed menu

Values: Make more delicious foods without factory-grown meat to attract customers

Opinions: Earn more money

Influence them:  Customer purchasing power

- Factory owner
Power: The quality of farming

Values: The factory is the first link in the production and manufacturing of meat quality

Opinions: Maintain productivity and not lose money

Influence them:Government policies and subsidies can encourage factories to have enough funds to produce less and better meat

- Charity Organization
Power: Have greater appeal

Values: Provide some funding and publicity opinions to be more authoritative
Have the ability to participate in the campaign

Opinions: Pay attention to various issues, such as human health, animal care, production pollution and so on. And hope to reduce the existence of these problems

Influence them:Promote online and directly participate in them, as well as government policies and the intentions of the masses

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(Release date: 08/01/21, surveyed 2,000 UK adults between 29/12/2020 and 04/01/2021):
85% ------- an urgent ban on factory farming.

44% of Londoners ------ avoid animal products.

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1/3 ------ slash meat consumption or go vegan.
3/4 of the world’s new or emerging infectious diseases (such as coronavirus) come from   animals – mainly from factory farming and the trade in wildlife.
Taken together 57 zoonotic diseases were responsible for ------ 2.6 billion cases of human illness and 4.4 million deaths in 2020.

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1. The European Food Safety Agency ------ animals reared in high-stress environments such as factory farms are more likely to contract viral infections.

2. The Scientific task force on Avian Influenza and Wild Birds ------ outbreaks of highly pathogenic bird flu are typically associated with poultry farming.

3. Cardiovascular disease (CVD), hypertension (high blood pressure), obesity, diabetes, cancer, kidney disease and COPD are the main underlying conditions making Covid-19 more likely to result in severe, life-threatening disease. ------ A vegan diet can help people lose weight, reverse diabetes, lower their blood pressure and cholesterol, reducing their risk of severe Covid-19.

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2015 Opinion Poll:Some increased interest in flexitarianism

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2015 Opinion Poll:Some increased interest in flexitarianism

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Source: YouGov/AHDB tracker (Base: All respondents in Meat 3 section (Apr/May-19: 1024)

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1. 3% of British people claim that they are now vegan, with a further 7% vegetarian and 4% pescetarian (source: YouGov/AHDB Sept 19).  However, when Kantar, an independent market research agency, track food diaries looking at everything that is consumed at home over a week long period the number of people in the UK who have genuinely not consumed any meat, fish or dairy products is much lower at only 0.6%, demonstrating that for some the vegan diet is more aspirational than achievable. (AHDB): 14/10/2019 --- “Plant-based diets”

2. More than 400,000 people pledged to eat a purely vegan diet during January, marking a considerable rise in figures for the previous two years (250,000 in 2019 and 170,000 in 2018). Mainly thanks to the growing number of ‘flexitarians’ who still enjoy meat but want to reduce their consumption levels. (Poultry World): 15/07/2020 --- “Chicken buyers most open to meat alternatives”
3. Key food trends were inspired by social media like tiktok, eggs are up 22% in 2020 & slow-cooked meat is up 46%. (Food Manufacture): 04/12/2020 --- “Waitrose identifies top 2021 consumer food trends”
4. End factory farming.  (Plant based news): 01/03/2021 --- “Over 15,000 Urge UK Prime Minister Boris Johnson To End Factory Farming ‘Before It Ends Us’.”

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1.  It's the demand from consumers that the farmers are catering for - more chicken and as cheaply as possible. (BBC): 05/03/2010 --- “Foodie fight: The meat debate”

2. In terms of emissions, intensively reared, corn fed cattle may be the most environmentally friendly. Farmed fishes will cause other issues and lab meat is not good enough and too expensive. (So which comes first? The environment or the welfare of animals?). (BBC): 20/08/2014 --- “Can eating meat be eco-friendly?”

3. What are the reasons for people getting involved in Veganuary? Health was cited by nearly 42% of participants, followed by environmental concerns (28%) and ethical reasons (27%).  (Poultry World): 15/07/2020 --- “Chicken buyers most open to meat alternatives”

4. The plant-based food boom is not primarily caused by a rise in the number of people following strict vegan diets – vegans still make up only 2% of the population. Instead the trend is being driven by many people making small changes and trying to eat more plant-based meals. (Poultry World): 15/07/2020 --- “Chicken buyers most open to meat alternatives”

5. The practice of grass-fed beef farming is unsustainable in its own right as it would require significantly more land than we have at our disposal to feed a growing population. (Vegan News): 21/10/2020 --- “BBC removed environmental documentary due to pressure from the National Farmers Union.

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1. Compassion in World Farming says more than 80% of turkeys sold this year by Asda, Sainsbury's and Morrisons will have been intensively reared. But it found overall, supermarkets are improving their welfare policies. (BBC): 07/12/2007 --- “Festive turkeys reared 'cruelly'.”
2. A vegan "meat" factory is set to open in Lincolnshire, creating up to 500 jobs. (BBC): 10/12/2020 --- “Plant & Bean 'meat' factory set to open in Boston”

3. Meatless farms are blooming globally due to the increasing amount of requirements. (Vegconomist): 26/02/2021 --- “Meatless Farm Continues its Global Domination, Now Available Across 4 Continents”

Here are the brands that Meatless Farm has partnered with around the UK.

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1. Laws & Policies: Government departments---Defra (Department for Environment, Food and Rural Affairs), European Food Safety Authority, NHS…

2. Campaigns: Local, national and global NGO---Compassion in World Farming, Eating Better Alliance (Greenpeace, The Humane League UK, etc)...

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3.  Communication:
a. Media platforms---BBC documentary, Mainstream news, Ads on TV Channels, Instagram/Twitter/Facebook/Youtube/Tiktok…

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b. Individual influencers--- Private foundations such as WWF, Celebrities, Activists like Greta Thunberg…

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4. Other solutions:  Markets---Supermarkets, Restaurants, Meatless farms...