How To Get Meat Eaters To Eat More Plant-Based Foods? Make Their Mouths Water

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February 11th, 2019

Focusing less on the meat-free or health aspects of plant-based dishes, like this jackfruit burger — and more on their flavor, mouthfeel and provenance — could go a long way toward getting meat lovers to choose these options more often. That’s according to research by the World Resources Institute’s Better Buying Lab in conjunction with food … Continued

By now, you’ve likely heard the argument to eat less meat for the health of the planet. Heck, even Beyoncé has been pushing this message, dangling the prospect of free concert tickets for life before fans to raise interest in plant-based eating for the environment.

But if you’re an omnivore starving while staring at a menu, it can be hard for the future of planet Earth to compete with the appeal of a big, juicy burger.

“The language for meat, and beef in particular, just sounds so much more delicious,” says Daniel Vennard. And labels like “meat-free,” “vegan,” and “vegetarian” tend to be turnoffs for consumers. “People don’t create positive associations with how it’s going to taste and don’t feel it’s very indulgent.”

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