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German University’s Meat-Free Month Sparks Lasting Change

In May, the University of Bonn’s Studierendenwerk launched a meat-free month in its Hofgarten canteen. The initiative led to a remarkable outcome: even eight weeks later, sales of meat-based meals remained 7-12% lower than before.

Many students and staff were pleasantly surprised by the variety and taste of meat-free dishes, prompting them to continue choosing these options. A survey revealed that half of the participants supported having a meat-free month annually, while 75% favored a weekly meatless day. Additionally, 80% expressed interest in more vegan and vegetarian meals.

These findings suggest that brief interventions can effectively alter dietary habits. The research underscores the importance of menu design in promoting sustainable eating practices. Previous studies, like one from the University of Queensland, highlight that appealing names for plant-based dishes can boost their popularity. Terms like “juicy American burger” instead of “vegan burger” have proven successful.

ProVeg emphasizes the role of sensory language and strategic menu placement in increasing sales of plant-based meals. Additionally, research indicates that using masculine descriptors can encourage men to try these options.

Jürgen Huber, Managing Director of the Studierendenwerk Bonn, stated, “The vegan/vegetarian campaign month encouraged everyone to try a plant-based diet for once. And, clearly, it worked. We’re happy about the results, and they’re spurring us on to keep going. Our university gastronomy activities are undergoing a transformation toward greater sustainability.”