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Eva vegetarianism and sustainability



In this presentation EVA presents facts and figures about vegetarianism without drawing conclusions. Just check out the slide show and make your own!

In this presentation EVA presents facts and figures about vegetarianism without drawing conclusions. Just check out the slide show and make your own!



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  • Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
  • Stel je voor dat er vandaag vijftig Boeings 747 zouden neerstorten. Dat zijn 50 x 500 = 25.000 doden, of evenveel mensen als er elke dag sterven van de honger.
  • 500 mensen
  • 50 x 50 mensen = 25.000 mensen, elke dag
  • Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
  • Voor elke mens op aarde lopen er nog eens 3 landbouwdieren (totaal 18 miljoen) rond, die ook vervuilen, mest produceren…
  • Niet alle plantaardige voeding wordt rechtstreeks in vlees omgezet. Elke tussenschakel is een omweg. Het dier gebruikt een deel van de energie voor zijn voortbeweging, temperatuursregeling, enz.

Eva vegetarianism and sustainability Eva vegetarianism and sustainability Presentation Transcript

  • Less meat, less heat sustainability and our steak
  • Content
    • 1. The problem: high meat consumption
    • - environmental crisis
    • - food crisis
    • - health crisis
    • 2. Our solution
    • - challenges
    • - content
    • - approach
    • EVA’s aim is to maximally replace animal food by plant based food, thus helping to create a more people, animal and environmentally friendly society
    • We inform, organize, lobby and campaign
    • Our staff of 6 operates from our office in Ghent
    • We were founded in 2000
    View slide
    • 1. The problem
    View slide
  • Animal crisis Environmental crisis Health crisis Food crisis
  • It’s about what goes in, and what comes out Food crisis Environmental crisis Health crisis
  • 1. Environmental crisis « The livestock sector emerges as one of the top two or three most significant contributors to the most serious environmental problems , at every scale from local to global . The findings of this report suggest that it should be a major policy focus when dealing with problems of land degradation, climate change and air pollution, water shortage and water pollution and loss of biodiversity . » Livestock’s Long Shadow, FAO 2006
  • Did you think only humans have an ecological footprint? 19 billion animals at any moment or 55 billion per year (FAOSTAT)
    • Animal agriculture is responsible for 18% of global greenhouse gas emissions:
    • methane (CH4)
    • nitrous oxide (N2O)
    • carbondioxide (CO2)
    • (Livestock’s Long Shadow)
    Environmental crisis: climate <
  • Focus on methane? GWP (global warming potential) of methane increases when a time horizon of 20 years is used instead of one of 100. GWP values and lifetimes from 2007 IPCC AR4  [3] Lifetime (years) GWP time horizon 20 years 100 years 500 years Methane 12         72         25         7.6       (7) Nitrous oxide 114       289       298       153       (156)
    • Mitigation?
    • « Available technologies for reduction of emissions from livestock production, applied universally at realistic costs, would reduce non-carbon dioxide emissions by less than 20%. »
    • (McMichael et al, 2007)
        • Pasture land for cattle
        • Crops for cattle feed
        • An area the size of Belgium, every year*
        •  global warming
        • loss of biodiversity
        • (*own calculations, based on Livestock’s Long Shadow data)
    Environmental crisis: deforestation
  • Environmental crisis: manure
        • 1 kg pork = 16 kg of manure
  • 2. Food crisis
  • Planet Earth 2010
    • Out of almost people on this planet
        • suffer from hunger, of which 200.000.000 are children
        • 25.000 people die of hunger or malnutrition every day
        • Now how many is that, really?
    • Feeding 55 billion animals per year to feed 7 billion people
  • Using large amounts of land 76% of all agricultural land or 29% of Earth’s global land mass
  • 44% of global grain production Using huge amounts of food and water… 15.000 liters of water for one kg of beef (enough to shower for a year!)
  • Inefficient use of land
  • Inefficient use of food
        • 7 to 10 kg grain for 1 kg of beef
        • 4 to 5.5 kg grain for 1 kg of pork
        • 2 to 3 kg grain for 1 kg of chicken
  • 3. Health crisis: meanwhile, in the west…
  • 4. Animal crisis
    • &quot;The greatness of a nation and it's moral progress can be judged by the way it's animals are treated.” 
    • Gandhi
  • Past, present and future
  • Meat consumption and income
    • « The current global average meat consumption is 100 g per person per day, with about a ten-fold variation between high-consuming and low-consuming populations. 90 g per day is proposed as a working global target, shared more evenly, with not more than 50 g per day coming from red meat from ruminants.»
    • (McMichael et al, Food, livestock production, energy, climate change, and health, The Lancet, Oct 2007.)
  • “ The only environmentally responsible way to accommodate the world’s increasing demand for meat is to produce increased amounts of feed crops without using more land. The only way to accomplish that is to substantially increase yields.” (http://farmecon.com/Documents/Projections%20of%20Global%20Meat%20Production%20Through%202050.pdf)
    • “ Hence, some affected countries now face the double burden of under-nutrition due to nutritional deficits in parts of their populations and an increase in obesity-related chronic diseases due to increased availability of foods of animal origin, high in saturated fat, and energy-dense processed foods rich in fats and sugar. (…)
    • Economic development and associated urbanism could lead to diets that are less protective against chronic diseases than are traditional diets. »
    • McMichael et al.
    • Heavy stress on the meat production system because of:
    • Scarce land
    • scarce water
    • scarce fertilizer
    • climate change
    • rising consumer awareness
    • health costs
    The future
  • 70% increase in food production by 2050?
    • Less people
    • More land
    • A new green revolution
    • A significant dietary shift
    • New York Times, jan. 2008:
    • ‘ Mr. Rosegrant of the food policy research institute says he foresees “a stronger public relations campaign in the reduction of meat consumption — one like that around cigarettes — emphasizing personal health, compassion for animals, and doing good for the poor and the planet .”’
    The future
  • So far for the bad news…
    • If too much meat is a big part of the problem, a big part of the solution may lie in eating differently.
    • 2. Our solution
  • Challenges
    • Less meat = a hard, negative message
  • Challenges
    • Government is reluctant to interfere (private matter + economic interests)
  • Challenges
    • Animal products are omnipresent in our lives; alternatives aren’t, yet
  • Challenges
    • Large lack of knowledge concerning the problem, both in theory and practice
  • Challenges
    • ‘ Less meat’ is easily interpreted as ‘no meat’
  • EVA: translating an important but difficult message to something fun and doable
    • M aking M eat M oderation
    • M ainstream & M arketable
    • ‘ Go veggie’  meat reduction
      • A little bit less every day?
      • A vegetarian day a year, a week?
      • Meatless: less meat in meat?
      • ‘ Vegetarian before six’?
      • A veggie day
      • Thursday Veggie Day
    Core messsage: Thursday = veggie day
  • Ghent: official proclamation, May 2009
  • 140.000 veggie street maps
  • 1.000 guides for chefs & staff
  • 35 city schools joining
  • Educational material
    • Courses for citizens and professionals
    • Website, newsletterse
    • Campaign material: posters, flyers, t-shirts, stickers, placemats, frocks…
    And also…
  • Results (nationally)
    • Large participation in city schools (95%)
    • 2 city restaurants skip meat on Thursday
    • Redelijke bekendheid van de campagne op twee jaar tijd (met weinig middelen)
    • Imitation of the concept in other Belgian cities (Hasselt, Mechelen), interest from others (Antwerp, Aalst, Vilvoorde…)
    • Financial support by the city of Ghent
  • Results (internationally)
    • Press from Time Magazine to Tokyo
    • Governments interested (Nottingham, Genua, Colombia…)
    • Imitation in Bremen (Germany) and Sao Paulo (Brazil)
    • Visiting researches from different countries
    • Inviations to speak in Paris, Frankfurt, Milan, Washington.…
    • Support from IPCC chairman Rajendra Pachauri
    • Calls for veggie days at the Europees Parlement
    • Interest of NGO’s in many countries (France, Sweden, Taiwan, US, UK…)
  • Grote Prijs voor Toekomstige Generaties 2009 Beste project, Voeding en Gezondheidscongres Brussel, 2008
    • concrete
    • positive
    • doable
    • challenging
    • fun
    • credible
    • empowering
    • sticky
    Shaping the message
    • Concrete
    • Compare e.g. with Swedish government:
    • “ try to replace one or two meals a week by vegetarian dishes or eat smaller portions of meat”.
  • Concrete (2)
    • Positive
    • Using the carrot rather than the stick
    • Compare with “Meatfree Monday”
    • Doable
    • Daily portion of meat = a recent phenomenon
  • Research by Federal Council Sustainable Development (FRDO, 2009) What about at most 2 meat dishes (as an alternative for vegetarian dishes) in public cafetarias (schools, businesses) by 2020?
  • Credible A must for sustainability and health
    • Empowering
    • If too much meat is a big part of the problem, a big part of the solution lies in the way we eat
    • Sticky
    • S imple
    • U nexpected
    • C oncrete
    • C redible
    • E motional
    • S tory
  • Marketing
    • This message is marketable to
    • Consumers
    • Business (production, distribution, catering)
    • Government
  • Contact info
    • Tobias Leenaert
    • [email_address]
    • (++32) (+0) 494 64 69 38
    • EVA vzw
    • St.-Pietersnieuwstraat 130
    • 9000 Gent
    • Belgium