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Low Carbon Diets
Serving climate-friendly food.
What’s it about?
Almost half of Bristolians have changed their diets, eating less meat and dairy, due to climate change concerns (Source: Bristol Quality of Life Survey, June 2022). To make sure you are appealing to that half of the city, it’s important to understand the carbon footprint of the food you serve.
Bristol City Council’s target is that by 2027, 100% of large organisations and 50% of SMEs have a carbon reduction plan in place and the first step in that plan should be to measure the carbon in the food you serve. Carbon calculators are useful tools so that you know where to focus your efforts in reducing the emissions and creating climate-friendly menus.
In this section of the guide you’ll find an introduction to carbon calculators, as well as a case study from the University of Bristol who have trialled different approaches to encourage their students to make low-carbon choices.
Calculating carbon
Tom Batten, Head of Consultancy at Future Leap, shares his perspective on the importance of and value in calculating carbon for hospitality businesses.
According to WRAP and the British Business Bank, food and drink is responsible for approximately 35% of UK greenhouse gas emissions, and the hospitality industry contributes 15%. To ensure they are minimising their climate impact, it is important for hospitality business leaders to understand their carbon footprint and where emissions are generated.
Attention is often focused on consumer diets, and the carbon embodied in the produce we eat. Red meat and animal products generally have a much greater climate impact than plant-based foodstuffs, and whilst this cannot be ignored, hospitality businesses also have a responsibility to their customers, existing to provide enjoyable and memorable experiences, catering to the wants of their community and not necessarily to dictate what people eat. There is value in understanding the impact of the products that are served, but also in taking a holistic approach to emissions, notably those resulting from energy, transport and waste.
By understanding its carbon footprint, a business can make informed operational choices that balance environmental and commercial pressures whilst improving energy efficiency, waste reduction and staff and customer wellbeing. For example, switching from gas to induction stoves can reduce emissions, but can also result in cooler kitchens and more comfortable chefs! A good understanding of climate impact can influence product innovation, enhance brand reputation and future-proof against changes in climate-focused regulation whilst also improving profitability.
Importantly, it can allow the effects of any environmentally conscious decisions to be communicated clearly to customers and promote climate-positive action throughout supply chains.
At Future Leap, our team has been lucky to work with some fantastic Bristol businesses including Pieminister, Clifton Coffee, Kate’s Kitchen and the Assemblies Group. Our projects have involved carbon accounting, recipe assessment, product lifecycle analysis and carbon labelling on menus. Our mission is to provide practical advice that helps businesses grow and thrive whilst reducing climate impact. We can be contacted at consultancy@futureleap.co.uk and would love to hear from any business looking to improve its sustainability performance.
Case Study: University of Bristol’s low carbon learning
When the University of Bristol declared a climate emergency in 2019, Source Catering, the university’s food service provider, knew they needed to revise their menus. They teamed up with PhD student Louise Rutterford and other University of Bristol academics to carbon-map their offer and work out how to reduce their environmental impact, while keeping students on side. Source Catering cater halls, retail outlets and food trucks so have a wide range of experience to share. Here’s what they learned.
First, they introduced ‘meat-free’ days and this was a big success in terms of reducing the carbon footprint, but feedback from students was polarised. In catered halls, more than 50% of students were not happy with the change. They also noticed an increase in meat consumption at breakfast and on the days surrounding the meat-free day, suggesting that students were compensating for the meat-free day by consuming around 10% more meat overall! They had learned that while terms like vegan, vegetarian or meat-free can seem convenient, they can inadvertently signal to some customers that the dish isn’t for them. By simply describing the food using appealing language, businesses may be able to attract a broader audience.
After Source Catering faced a 30% drop in foot traffic when they started offering exclusively plant-based options in their pop-up food truck, they trialled offering meat as an optional add-on for some dishes. By introducing meat as an add-on, rather than a default component to their meals, they retained customers who preferred meat without alienating those who preferred plant-based meals. Customer feedback was overwhelmingly positive, with both plant-based eaters and meat-eaters appreciating the flexibility. This strategy led to a 30% decrease in meat sales compared to simply offering meat and vegetarian options. This demonstrates that by shifting the focus from meat-centric dishes to plant-based creations with optional meat, it is possible to cater to diverse dietary preferences while reducing emissions.
Find out more
Bristol Good Food 2030
Bristol Good Food 2030 aims to transform the city’s food system within the decade, supporting its ambitions on health, climate, biodiversity and social justice.
The Bristol Good Food 2030 Partnership, coordinated by Bristol Food Network, includes the council and a diverse range of organisation – from grassroots charities to businesses and academics . The Partnership has developed Bristol Good Food 2030: A One City Framework for Action, to guide and drive forward change in our local food system.
The framework sets out priorities and initiatives that aim to make Bristol’s food system better for people and communities, climate and nature, workers and businesses.
If you would like to join the Partnership’s Working Groups and help shape the direction of Bristol Good Food 2030’s strategic work, we’d love to hear from you. You can find out more about the work that’s going on here, but feel free to drop us a line with any questions.
Get involved
If you would like to join the Working Groups that dictate the direction of Bristol Good Food 2030’s strategic work, we’d love to hear from you
Our sponsor
Bristol City Centre Business Improvement District (BID) is a collaboration of levy payers working together to make Bristol an even better place for everyone. Its aim is to ensure Bristol city centre is increasingly known for its safe, attractive and welcoming look and feel by all those who work, study, live and spend leisure time in the city. Its vision is for a better Bristol – A future-focused city that attracts business, investment, and people to create a resilient and welcoming city for all.
The Bristol Inclusive & Sustainable Business and Enterprise Support (BrisBES) programme is crafted to provide fully funded high-quality, inclusive, and sustainable support to entrepreneurs and businesses in Bristol. We offer a range of workshops including a three-day Introduction to Enterprise training and access to 1:1 coaching with our business advisors.