This project aims to facilitate transformation towards sustainable diets through an information tool on sustainable meat production and consumption. This will be carried out by developing the consumer meat guides which provide guidelines for consumers, retailers and producers to change consumption and production patterns towards “less and better meat”. The guides raise awareness on the need to shift towards sustainable diets and the high environmental impact of animal based products.


Implemented in

  • Europe and Central Asia
  • Finland
  • Sweden

Led by

Sectors of activity
Environmental Services, Consumer Goods, Food & Beverage

Type of initiative
Education & Awareness Raising, Research, Analysis, Assessment

Type of lead actor
Civil society

Start date


Overarching objectives of the work on the Meat Guides:

• To raise awareness on the environmental impact of food production, in particular high impacts of meat production and consumption

• To lower meat consumption in the national contexts

• To promote consumption of meat with lower environmental impact, and meat that contributes to sustainable food systems

• To create awareness of sustainable consumption of meat among key target groups such as consumers, retailers, restaurants and public procurement officials
• To promote a varied protein intake by consumers


As collected through the One Planet Reporting

Outcome level

Coordination on SCP

  • WWF coordination of Meat Guides

Impact and Results

The overarching goas is sustainable meat consumption and production as a key component of a sustainable food system.

• The successful development and delivery of a well-grounded work tool including decline in global warming and loss of biodiversity.

• Delivery of targeted, demand-driven, easy accessible, user friendly (technical) assistance

• Successful completion of a multilateral arrangement between different bodies, i.e. scientific institutions, NGOs, consumers and producers/corporate venues.

• Regional and international coordination and crosscheck

• Scientific updates

• Successful communications campaigns
• A method for capacity building in order to achieve efficient dissemination

Next steps and how to get involved

Stella Höynälänmaa:
Anna Richert:
Michael Mulet: