Upfield’s #makeitplant campaign calls for more plant-based options on menus around the world

May 30, 2022

2018 Upfield Logo
© Upfield

Upfield will announce the launch of its #makeitplant campaign at this year’s Worldchefs Congress & Expo 2022 at the Abu Dhabi National Exhibition Center (ADNEC) from May 30 to June 2.

By supporting Violife, Upfield’s award-winning alternative to dairy cheese, the company aims to support and empower the hospitality industry as demand for plant-based foods increases.

The rise of flexitarian diets has led people around the world to seek out more plant-based options to not only reduce their climate impact, but also to meet their dietary and allergy needs. Plant-based ingredients and meals are now available in supermarkets, but the restaurant industry is lagging behind and often has a limited menu selection. The #makeitplant campaign is designed to ensure that consumers have tasty and nutritious plant-based options to eat in and out of the home, and thus increasingly in the hospitality industry.

upfield herbal branch
© Upfield

The #makeplant campaign aims to support and encourage chefs around the world to focus on dairy-free and sustainable alternatives by offering them a wide range of plant-based options for their menus. Young chefs and aspiring chefs are also educated on the importance of using plant-based ingredients in cooking to promote organic cooking.

“We are at a critical point where people around the world need and want to change their diet,” said Reinier Weerman, Upfield’s general manager for the Middle East and North Africa. “Chefs can be at the forefront of this change by guiding their customers towards more plant-based foods and showing that just because something is non-dairy doesn’t mean it’s bad. By launching this campaign, we hope to help chefs expand their menus with organic, plant-based options.”

A 2021 United Nations report found that the food we eat is responsible for about 34 percent of all greenhouse gases on the planet. Grains, fruits and vegetables have the lowest climate footprint per serving. So by eating more of these and less animal foods, including dairy, we can contribute to a healthier and more environmentally sustainable world.

© karepa – stock.adobe.com

Upfield #makeplant wants to guide chefs in the right direction to make their menus more plant-based

According to Weerman, Upfield’s team of experts will guide restaurants and chefs in the right direction to change their menus to appeal to all types of diners.

“We’ve seen a sharp rise in consumers switching to plant-based foods in recent months,” Weerman said. “Covid-19 has caused us all to rethink our habits and growing concerns about the environment and animal welfare continue to drive this shift towards a health-conscious, plant-based diet. We believe that everyone can make a difference and we hope that the #makeplant campaign will help chefs offer more plant-based options and that consumers will soon have more options when dining out.”

The #makeitplant campaign will be unveiled during Worldchefs Congress & Expo 2022, a biannual event organized by the World Confederation of Chefs, which represents 10 million culinary artists worldwide. Expected to attract 2,000 chefs from over 105 countries, the four-day event will feature master classes, panel discussions, competitions and expert-led seminars, while also running in parallel with the annual UAE Expo Culinaire and the Associated Culinaire Salon.

More on #makeitplant: https://www.abetterplantbasedfuture.com/en/makeitplant/pledge

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