Knowledge for better food systems

How language affects sales of plant-based menu items

The World Resources Institute has published its early findings on research into language that appeals to British and US consumers when describing plant-based foods.

Language found to be relatively unpopular includes the phrases “meat-free”, “vegan”, “vegetarian” and phrases that emphasise restrictiveness, such as “low fat”.

Language found to be relatively popular emphasised the provenance, flavour, appearance or mouthfeel of a food.

Read the full piece here. See also the Foodsource resource What are the influences on our food choices?

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North America

North America is the northern subcontinent of the Americas covering about 16.5% of the Earth's land area. This large continent has a range of climates spanning Greenland’s permanent ice sheet and the dry deserts of Arizona. Both Canada and the USA are major food producers and some of the largest food exporters in the world. Industrial farms are the norm in North America, with high yields relative to other regions and only 2% of the population involved in agriculture.

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