January 19, 2021, was a landmark day for French fine dining. A region replete with creativity, star chefs, and aspirational restaurants that lead the culinary world. It is the training ground for chefs aspiring for Michelin-star recognition.
This day, saw Michelin judges award chef Claire Vallee – the committed vegan behind the Bordeaux restaurant ONA (Origine Non-Animale) – a Michelin star, making her the first French vegan chef to take the honour. It was an award that was also a clear sign of the times. Michelin has also introduced a new green star recognising restaurants that are at the forefront of sustainability practices. Times are changing.
Last year, 57 vegetarian and 24 vegan restaurants worldwide achieved Michelin-star ranking in recognition of the growing acceptance of plant-based eating and its rightful place at all tables. Michelin sent a message that plant-based eating is not a fad, not a passing fashion; it is a movement and a development that the industry needs to wake up to.
The movement is gaining momentum in a world keen to adopt plant-based diets to help fight climate change, to improve personal health, ward off allergic reactions, and protect our wildlife and precious planet. A 2021 United Nations’ report brought the issue into stark focus highlighting that the food we eat is estimated to account for 34 percent of all greenhouse gases globally. Plant-based food has the lowest climate footprint per serving, so by eating more of it and fewer animal-based foods – including less dairy – we can contribute to a healthier, more environmentally sustainable world.
In the Arab world, there are signs that things are changing and will continue to do so. The Arab Youth Survey 2021 revealed that of the region’s population aged between 18 to 24, some 56 percent are prepared to boycott brands deemed to be damaging the environment. The region has the world’s fastest-growing youth population segment and – representing restaurant customers of today and tomorrow – it is they who are the vanguard of dietary change influenced by social media, documentaries such as Cowspiracy and Seaspiracy, and superstar environmentalist Sir David Attenborough who has declared “the planet simply can’t support billions of meat-eaters”.
While the grocery sector has woken up to the opportunities that the socially conscious dietary movement brings, the restaurant and hospitality industry has largely failed to keep pace. That is why we at Upfield, through our new #makeitplant campaign, are calling for action, urging restaurants and chefs to include more plant-based options on their menus. Industry professionals who sign up for the campaign have access to our experts, who will help them modify their menus to cater to all types of diners, be they vegan, vegetarian, flexitarian, climatarian, or just plant curious.
The #makeitplant campaign aims to ensure consumers have tasty, nutritious, and eco-conscious food options inside and outside the home – without the need to compromise on taste or performance.
We are challenging the restaurant and hospitality sector to do more for the planet, yet the reality is that offering plant-based menu options is, and will be, good for business too. Many meat, eggs, and dairy substitutes are cheaper or priced similarly and with meat and dairy prices touted to rise sharply, plant-based alternatives can offer better value.
According to a Forbes survey, 17 out of 22 restaurants surveyed that have totally migrated to vegan menus, have seen sales rise – some by as much as 1,000 percent – and witnessed an upsurge in social media followings as well as a fall in food costs.
Looking ahead, the maths is compelling: Plant-based dairy and meat sales are expected to grow 15 percent annually to 2025 to reach US$29 billion and are predicted to then increase fivefold by 2030 to reach upwards of $162 billion. Meanwhile, the global milk alternatives market should expand by 16.7 percent yearly to a 2025 value of US$41million.
Then there’s the prospect of legislation. The rewards will go to those who are ready for the likely regulated introduction of carbon (CO2e) menu labelling to drive emission reductions. Many large chains are already adopting CO2e labelling and a recent study by Germany’s Julius-Maximilians University (https://journals.plos.org) is persuasive. It looked into understanding how restaurants can contribute to climate change mitigation through menu design and, put simply, found consumers made more climate-friendly dish choices when carbon labels were present.
As the annual UN Climate Change Conference heads to the Middle East for the next two years – COP27 in Egypt this year; COP28 in the UAE next – the introduction of compulsory CO2e menu-labelling seems a contender for a pro-active initiative to underpin the region’s commitment to the environment. No agendas have yet been confirmed for either event and there is a lot to be done to prepare for any CO2e menu labelling initiative, but signing up for our #makeitplant campaign is a solid first step.
The benefits of plant-based menu choice integration are multi-faceted, and as it has been proven, there is now the very real possibility of making it to the heady ranks of the Michelin awards. Such recognition would be sure to make cynics of the movement green with envy.
