Part 2. Trends

Planetary well-being : The intersection of food and sustainability

The interconnectedness of human health and planetary well-being has emerged as an important trend. The concept of ‘Good for People, Good for Planet’ reflects a growing recognition that food choices impact both personal health and the sustainability of our ecosystems. Today’s consumers are increasingly aware of this and seek experiences and offerings that prioritize both elements. In response, industry trailblazers are reimagining their offers - leveraging regenerative practices, embracing plant-forward or planetary diet menus and are looking at innovative food waste solutions. This trend signifies a great opportunity: hospitality that aligns human well-being with environmental stewardship, creating a future where thriving individuals and a thriving planet are linked.

The connection between sustainability and food is central to discussions on climate change and nutritional security. With a growing global population and limited resources, the current food system—responsible for significant greenhouse gas emissions, deforestation, water use and biodiversity loss—faces increasing scrutiny. Addressing these challenges requires a systemic shift in how food is produced, distributed and consumed.

Advancing sustainable diets, minimizing food waste and prioritizing responsibly sourced ingredients are important steps toward a future where food supports both human well-being and environmental health. Collaboration among farmers, policymakers, chefs and consumers is essential to building a food system that is functional and interconnected.

The role of sustainable agricultural practices in hospitality

The hospitality industry has the opportunity to lead sustainability efforts through the support of advanced agricultural methods. By integrating practices such as regenerative farming or precision agriculture within the supply chain [90], the sector can significantly improve food quality while reducing its environmental footprint. These approaches promote enhanced resource efficiency and support the cultivation of nutrient-dense crops through healthier soils. On the other hand, vertical farming provides a forward-thinking solution for urban and resource-constrained areas by using stacked layers and controlled environments to grow fresh produce.

Vertical farms, as well as simple restaurant gardens, can easily be managed within hospitality outlets directly. Such solutions eliminate the need for pesticides [91-93]. As a result, hospitality businesses are better positioned to provide guests with high-quality meals that align with environmental responsibility [94]. Beyond environmental benefits, these practices support food equity and justice by promoting systems that prioritize local, seasonal and natural ingredients. Hospitality providers can specifically curate menus that reduce food miles, lower carbon footprints and support local economies.

"From farm to fork, the Middle East is embracing a local sourcing revolution—supporting regional agriculture and sustainability."

Mira Elghaziri, Managing Director, HealthyPath

Collaborations between regenerative farms and hospitality businesses showcase the practical application of these principles. The Living Soils Community Learning Farm in South Africa, for example, partners with Woolworths and Spier Wine Farm to supply locally grown, regenerative produce to nearby establishments, bolstering both food security and sustainability. Similarly, New York’s Stone Barns Center for Food & Agriculture has teamed up with Blue Hill at Stone Barns to create dishes using ingredients sourced from innovative farming methods.

"Biodiversity-driven regenerative methods are not only more sustainable but also nutritionally superior compared to agro-industrial productions."

Valeria Calamaro, Marketing and Sustainability, Altromercato

Cases:

Cultifutura, Italy: An interesting development for the hospitality space is a vertical farming innovation project called Cultifutura. Co-founded by Emilia Konert, it is targeting the hospitality sector with a high-tech, Italian-designed vertical farming solution that fits into urban and hospitality settings like restaurants, hotels and cafes. Aimed at high-end establishments, Cultifutura’s box systems allow chefs to grow fresh, nutrient-rich produce on-site, minimizing the environmental impact through water-efficient, pesticide-free, LED-supported cultivation. This innovative model addresses the growing consumer demand for sustainability, transparency and connection to food sources, while also bringing the “farm-to-table" experience closer. By also integrating these systems in offices and schools, Cultifutura educates and reconnects people with the natural food cycle, fostering a renewed appreciation for fresh ingredients in urban environments and regions with limited access to traditional farming.

Bustanica, UAE: An industry trailblazer headquartered in the arid landscapes of Dubai, Emirates, has set a new standard in sustainable food production by opening the world’s largest vertical farm, Bustanica, in partnership with Crop One. This impressive 330,000-square-foot facility produces over a million kilograms of leafy green vegetables each year, including varieties like spinach, lettuce and arugula, which are served on Emirates flights. Utilizing advanced hydroponic technology, Bustanica operates without pesticides, herbicides, or chemicals, while using 95% less water than traditional farming. The farm is designed to optimize resources and reduce environmental impact, aligning with Emirates' commitment to sustainability. By producing fresh, high-quality greens locally, Bustanica also reduces reliance on imports and ensures a consistent supply of nutritious produce, even in the challenging climate of the UAE.

By integrating solutions like vertical farming, their own gardens, alongside sourcing from regenerative and local producers, hospitality businesses are playing an important role in building a sustainable and resilient food system. At the same time, they can bring flavorful and nutrient dense ingredients to their customers and employees.

Table: The table below summarizes some novel farming practices for health and nutritional outcomes

Farming practice	Description	Nutritional outcomes	Ref
Regenerative agriculture	Focuses on improving soil health through practices like cover cropping and reduced tillage	Enhances nutrient density in crops, leading to higher levels of vitamins and minerals such as magnesium, calcium, and zinc. Promotes healthier food with anti-inflammatory compounds	[95]
Vertical farming	Involves growing crops in stacked layers or vertically inclined surfaces, often using controlled environments	Can improve access to fresh produce in urban areas, potentially increasing dietary diversity and nutritional intake. Reduces reliance on pesticides and can lead to healthier food options	[96]
Agricultural extension	Provides education and resources to farmers about sustainable practices and nutrition-sensitive agriculture	Enhances nutrient density in crops, leading to higher levels of vitamins and minerals such as magnesium, calcium, and zinc. Promotes healthier food with anti-inflammatory compounds	[97]
IoT farming	Utilizes Internet of Things technology to monitor and manage agricultural practices for efficiency	Can lead to optimized resource use, resulting in healthier crops and improved nutritional quality through precise farming techniques. Facilitates data-driven decisions that enhance food quality	[98]
Climate-smart agriculture	Integrates practices that aim to increase productivity while reducing greenhouse gas emissions and enhancing resilience to climate change	Promotes sustainable food systems that can improve food security and nutritional outcomes by ensuring consistent quality and availability of food. Encourages practices that enhance soil health, impacting crop nutrition positively	[99]

The impact of food waste

Another critical component of the relationship between food and sustainability is the challenge of food waste. Globally, about one-third of all food produced for human consumption is lost or wasted [100]. Food waste occurs at every stage of the supply chain, from farming to production to processing to consumer disposal. This not only represents a significant waste of resources but also contributes to unnecessary greenhouse gas emissions. Wasted food creates a particularly vicious circle: the energy used to grow, harvest and transport the food is dissipated, in parallel with the decomposition of food waste in landfills that releases methane (a potent greenhouse gas).

Addressing food waste is a key strategy for improving the sustainability of the food system. By reducing food waste at all levels, from farm to table, societies can significantly reduce the environmental burden of food production and ensure that more food reaches those who need it.

Effectively addressing food waste requires distinguishing between prevention and management, as outlined in the food waste hierarchy.[101] Prevention, the most impactful approach, focuses on reducing waste before it occurs by improving planning, portioning and operational efficiency. For food services, this means prioritizing actions such as precise inventory management, menu planning and staff training to minimize overproduction and spoilage. Measuring waste plays a critical role in creating awareness and identifying inefficiencies, which can then be addressed through targeted training programs. Only after these preventive measures have been exhausted should strategies like recycling, composting and donation come into play to manage unavoidable waste.

On the consumer side, prevention is equally essential. Initiatives such as awareness campaigns, nudging strategies and education efforts can help reduce plate waste. For instance, discouraging buffets or offering smaller portion sizes can significantly cut down on leftovers. By shifting consumer habits and expectations through informed choices, the hospitality industry can address waste at its source, promoting a culture of mindful consumption that aligns with sustainability goals.

This hierarchical approach ensures that resources are directed where they have the greatest impact, aligning environmental, social and economic outcomes in the journey toward a zero-waste food system.

Technology plays an essential role in modernizing food service operations. Bon Appétit, for example, developed proprietary systems for menu management and waste tracking, enabling chefs to integrate nutrition data and labeling into their workflows. These tools enhance transparency while supporting sustainable practices and compliance with regulations.

Innovators like KITRO and WINNOW are also leading the way in empowering the hospitality industry to tackle food waste effectively.

Cases:

Founded by EHL graduates and members of the EHL Innovation Hub, KITRO offers AI-driven solutions that monitor food waste in kitchens, providing insights into waste sources and suggesting corrective actions. KITRO’s approach enables restaurants to significantly cut waste, reduce costs and improve operational efficiency by transforming waste data into actionable strategies. Similarly, WINNOW Solutions employs smart technology to track and analyze kitchen waste, helping foodservice businesses identify patterns and make data-driven decisions to minimize waste. Winnow’s technology has been adopted by numerous hospitality groups globally, demonstrating how innovation in waste monitoring can lead to impactful changes.

These companies, alongside forward-thinking industry leaders, show that reducing food waste requires both innovative tools and an organizational commitment to sustainable practices. By utilizing data-driven solutions and rethinking ingredient usage, the hospitality industry can make significant steps in waste reduction and contribute to a more sustainable food system.

Case:

The PLEDGE on Food Waste certifies 55 Marriott Hotels Marriott International partnered with The PLEDGE on Food Waste to certify 55 hotels across the UK, Ireland and Iceland, achieving a 25% reduction in food waste within six months (January–June 2024).

Staff training: Over 1,000 hospitality professionals, including chefs and F&B executives, were trained to efficiently embed The PLEDGE into their daily operations.

Adaptation of procedure: 95 criteria used to implement best practices related to portion control, forecasting, food waste monitoring system amd landfill diversion

Guest engagement: QR codes on menus showcased sustainability efforts, while 109 zero-waste dishes were introduced to reduce plate waste.

Partnerships: Collaborations with food banks and Too Good To Go helped redistribute surplus food, with unavoidable waste diverted to compost or recycling.

Impact: In only 6 months, the program saved 215,900 meals, reduced emissions by 486 tonnes of CO2e and demonstrated the business case for sustainability through cost savings and operational efficiency. 53 hotels achieved GOLD certification and 2 obtained SILVER

The hospitality industry serves millions of meals daily, giving it immense potential to influence food systems and reduce waste.

“Train your employees and also engage in a conversation with your customers. Keep an eye on your food, think of what kind of food waste is avoidable, and what is unavoidable.”

EHL Associate Professor of Management, Dr. Carlos Martin-Rios

By creatively using leftover ingredients and promoting dishes that make use of the entire ingredient, food outlets can set an example for reducing waste in restaurants and at home. Experts have highlighted the need for chefs to focus on reducing waste through careful menu planning and ingredient utilization, as well as the application of technology ensuring that as little as possible goes to waste. Research shows that shifts in food consumption patterns towards better diets can serve both environmental sustainability and public health objectives. This dual benefit emphasizes the significance of avoiding food waste to promote these dietary changes [102].

At the same time, retired Chief Strategy Advisor at Bon Appétit Management Company, Maisie Ganzler, emphasizes the challenges of aligning sustainability goals with operational realities.

At the same time, former Chief Strategy Advisor at Bon Appétit Management Company, Maisie Ganzler, highlights the challenges of aligning sustainability goals with operational realities. She explains that consumers expect food to fulfil a growing list of demands, including health, sustainability, customization, and transparency. However, these expectations often clash with the practical limitations of the food industry, which cannot scale or adapt as easily as technology.

For example, while flexible menus allow for food waste reduction, transparency and accountability require recipe-based systems that can standardize nutrition and sourcing practices. Balancing sustainability targets, such as reducing climate impact or increasing plant-forward meals, with diverse customer needs is an ongoing challenge.

“Expectations and our operational limitation create a tension between what consumers desire and what is feasible, requiring the industry to strike a balance between innovation and practicality.”

Maisie Ganzler, Author and retired Chief Strategy Advisor at Bon Appétit Management Company

Case:

McDonald’s, as a global leader in fast food, has implemented strategies to reduce food waste across its supply chain and restaurants. The company collaborates with suppliers and food banks to redirect surplus food to communities in need. In its restaurants, advanced forecasting technology aligns food preparation with real-time customer demand, minimizing overproduction. Additionally, McDonald’s incorporates composting and recycling programs in certain markets to divert waste from landfills, showcasing how large-scale hospitality brands can address food waste through innovation and collaboration.

The role of sustainable diets

The hospitality industry is increasingly embracing sustainable diets, those that benefit both human health and the planet, as a response to growing environmental and health challenges. According to the Food and Agriculture Organization, sustainable diets are defined as nutritionally adequate, safe, healthy and environmentally friendly [103]. This includes adopting plant-forward and plant-based approaches, which prioritize plant-derived foods like vegetables, fruits, legumes and whole grains while reducing reliance on resource-intensive animal products. The EAT-Lancet Commission's planetary health diet serves as a guiding framework, promoting these principles to mitigate environmental impacts such as greenhouse gas emissions, deforestation and water scarcity while improving global health outcomes.

Hospitality players, from fine dining establishments to large-scale catering companies, are adapting to the growing demand for sustainable and healthy dining options reflecting the fact that 36% are referring to themselves are flexitarians [104]. Plant-based foods generally require fewer resources to produce, including less land, water and energy, making them a vital component of environmentally responsible menus [105]. Contrary to the misconception that eating healthy is more expensive, sustainable diets focusing on plant-based foods are both healthier and more affordable than conventional eating habits (Oxford, 2021). On average, these dietary choices can reduce food costs by up to one-third, proving that nutritious and eco-friendly eating is accessible to a broader population, while at the same time reducing health related costs.

“The restaurant and food service industry has a huge opportunity and significant influence in our collective plant-forward future, especially given that the average American consumer spends 56% of their food dollars outside of the home.”

Michiel Bakker, CEO of CIA

Industry leaders such as Michelin-starred chefs Omar Shihab, Alain Ducasse and Daniel Humm are active proponents of the way plant-forward cuisine can be equally indulgent and sustainable, while companies like Dussmann Catering make these options accessible to a broader audience.

The role of sustainable fine dining

Fine dining restaurants hold an important position in shaping the future of sustainable diets combined with sustainable sourcing, as they influence not only their patrons but also the broader hospitality and food service industries. These establishments set a standard that demonstrates how sustainability can coexist with exceptional quality and luxury.

Boca, Dubai

Boca, located in Dubai’s International Financial Centre and led by Omar Shihab, redefines sustainability in the food and beverage industry by addressing the challenges of operating in an arid environment where 90% of food is imported. The restaurant prioritizes local sourcing, creative cooking techniques like fermentation and transparency in its operations to minimize waste and celebrate authentic, plant-based, gluten-free options. Boca serves as a platform for change, collaborating with local producers and AgriTech innovators to explore sustainable practices while openly sharing its processes with guests to build trust and raise awareness.

Eleven Madison Park, New York

Another prominent example is Eleven Madison Park, the famed New York restaurant led by Chef Daniel Humm. In 2021, the restaurant made headlines by transitioning to a fully plant-based menu, marking a bold step in the fine dining world. Humm’s decision to remove animal products was driven by the need to reduce the environmental impact of food production while delivering creative, Michelin-star-quality dishes that focus on the natural flavors and textures of plants. This shift aligns with the principles outlined in the EAT-Lancet report, proving that top-tier cuisine can be both sustainable and exquisite.

Sapid, Paris

World-renowned chef Alain Ducasse, holder of 20 Michelin stars, is one of the most prominent figures leading the plant-forward revolution. His Parisian restaurant, Sapid, is a shining example of how plant-based menus can deliver refined, flavorful dishes without relying on animal products. At Sapid, Ducasse showcases the diversity and richness of vegetables, grains and legumes, creating dishes that are both satisfying and environmentally responsible. His goal is to challenge the traditional meat-heavy offerings in haute cuisine by showing that plants can take center stage on the plate in terms of taste, nutrition and experience.

Beyond fine-dining establishments

It’s not just fine-dining restaurants embracing plant-forward eating, everyday food outlets play a critical role too. Chef, doctor and food journalist, Federico Ferrero, emphasizes that establishments serving regular customers have both a significant responsibility and an opportunity to influence healthier choices. He claims that any type of restaurant can integrate wellness and sustainability into routine menus, influencing healthier habits among regular customers.

"Sustainability isn’t an exclusive club—every restaurant from sushi to kebabs can make a difference."

Omar Shihab, Michelin star Chef and Restaurateur

Catering companies can play a significant role in this shift as they provide a platform to reach a wider range of consumers, and in particular daily eaters. Flexibility and agility in food service operations enable rapid adaptation to these trends, allowing chefs to experiment with innovative, climate-conscious options daily. This adaptability is particularly valuable in catering, where plant-forward offerings address consumer health concerns, enhance business reputation and align with ethical commitments [106].

Transparency once more plays a crucial role in this transformation, with consumers increasingly seeking clear information about food sourcing and its environmental impact. Guides like Have A Plant: Plant-Forward Eating describe the importance of educating diners and offering evidence-based insights to foster trust and confidence in sustainable dining choices.

"The real luxury in food isn’t caviar or champagne—it’s fresh, flavorful vegetables."

Frederico Ferrero, chef, medical doctor, nutritionist & food journalist

Case:

Dussmann Group, a long-time leader in the food service industry, is undergoing a remarkable transformation driven by a deep awareness of the planetary health crisis. For decades, they served traditional meals in businesses, hospitals, schools and kindergartens, but about five years ago, they made a bold decision to shift their focus toward sustainability. Inspired by The Lancet’s Planetary Health Diet, which calls for a diet that balances human health with environmental sustainability, Dussmann began a ten-year journey to reduce the environmental impact of every dish they serve.

Their approach has been gradual but strategic, embracing digital tools to streamline operations and introducing the new diet one meal at a time, allowing their clients and employees to adapt comfortably. By leveraging AI for supply chain management and using storytelling techniques to inspire cultural shifts within the company, they have successfully introduced these menus in 50 of their 400 canteens, with plans to double that number in the next two years. This transformation has not only reduced Dussmann's environmental footprint but also engaged employees and satisfied clients, proving that a sustainable approach can lead to both operational success and market leadership.

Looking forward, Dussmann is committed to fully adopting the Planetary Health Diet across all its locations by 2035, continuing to explore plant-based innovations and using technology to drive further efficiencies. Their journey highlights the importance of aligning environmental and business goals, making them a model for the future of food service.

"Sustainability isn't just a marketing tool, it's part of the
DNA of every responsible company."

Head of GlobalFood Service Transformation, Dussman Group

The social equity question

The social dimensions of sustainable diets are critical yet often underexplored in food systems’ discussions. Scientists [107] explains that sustainable diets should not only reduce environmental impacts but also prioritize social equity, including fair wages, safe working conditions and equitable access to nutritious food. They highlight the interconnected nature of these challenges, advocating for systemic changes to address resource-intensive dietary practices while safeguarding vulnerable populations across agricultural and food supply chains.

Transitioning to plant-forward and planetary health diets offers considerable environmental benefits but also introduces social trade-offs. For instance, the reliance on low-wage and migrant labor in plant-based food production points to the importance of integrated approaches that address both social inequities and environmental goals. They call for stronger institutional policies, such as fair-trade certifications and living wage mandates to mitigate these disparities and promote equitable transitions [107].

Without embedding social equity into sustainability frameworks, broader goals for sustainable diets risk becoming unattainable. Collaborative efforts and comprehensive metrics are essential to ensure that transitions benefit all stakeholders fairly. Initiatives like the Social Gastronomy Movement address these challenges by leveraging food's potential to promote social inclusion, combat inequality, and build resilient communities through globally co-created principles.

Embedding social equity at the core of sustainability frameworks is not just a moral imperative but a practical necessity for achieving truly sustainable food systems that balance environmental integrity, economic viability and human dignity.

The importance of measuring impact

Effectively measuring impact is another ongoing challenge in the industry, yet it is essential for driving accountability and aligning efforts with global sustainability goals. Hospitality players have an opportunity to collaborate with startups such as Food2050 or to develop their own tracking systems to address this need. Food2050, a Zurich-based startup founded by EHL graduate and EHL Innovation Hub member Christian Kramer, is transforming how food businesses approach sustainability. Drawing from his experience in sustainable restaurant management, Kramer and his team created Food2050 to address the gap in the hospitality industry's ability to measure and scale sustainable practices effectively. Their digital platform assesses recipes for both climate impact and nutritional value, integrating seamlessly into existing kitchen systems without requiring major operational changes, making it accessible for food service outlets to support planetary efforts.

Additionally, Food2050 provides users with transparent tracking of sustainability goals, making it easier for consumers and businesses to understand the environmental and health implications of their food choices.

“Only through collaboration can we transform the food system, and there’s a dire need for that due to planetary health and human health crises.”

Christina Senn-Jackobs, CEO, SFNV

Whether through partnerships with platforms such as Food2050 or by innovating proprietary systems, hospitality players can take meaningful steps to quantify and improve their sustainability practices. Measuring impact not only ensures that sustainability claims are credible but also helps identify areas for improvement. This in turn enables businesses to refine their strategies and contribute meaningfully to global environmental objectives. By aligning everyday decisions with broader targets, such as the Paris Climate Agreement, Food2050 and similar initiatives enable informed, responsible dining practices that contribute to a more sustainable food landscape.

The third wave of plant-based innovation

In addition to flexitarianism and sustainable diets, another key trend in plant-based innovation is the emergence of the third wave of plant-based foods. This encompasses shifting the focus from mimicking meat to celebrating the inherent qualities of plants. While earlier plant-based innovations sought to replicate the taste, texture and appearance of animal products, this new wave embraces the uniqueness of whole ingredients such as vegetables, grains, legumes and seeds.

“Third wave plant-based foods celebrate vegetables and grains in their own right — not just mimicking meat.”

Sophie Egan, Co-Founder of Climate Kitchen, Author and NYT Journalist

As flexitarian diets grow in popularity, consumers are increasingly seeking plant-based options that go beyond imitation. Plant-based meat alternatives are often criticized for being ultra-processed, raising concerns about their nutritional value compared to whole food options. This demand for transparency and simplicity has led to the rise of third-wave offerings that highlight the versatility and wholesomeness of plant-based ingredients [108].

"Consumers want plan-based meat alternatives, but many don’t understand what’s behind the product — it’s often heavily modified and far from natural."

Patrick Ogheard, Dean EHL School of Practical Arts

Additionally, cultural specificity in sustainability is critical for ensuring widespread acceptance of these innovations. Food culture profoundly shapes dietary choices, and sustainable or health options are not always universally embraced. Adapting food innovations to align with local customs and tastes can help towards a more inclusive approach to sustainability, meeting consumers where they are and encouraging more lasting dietary shifts.

Through these adaptable, culturally aware approaches, the conscious consumer movement can become more than a trend, transforming individual habits into broader, impactful change across markets. A good example here is Switch Foods in the UAE that offers culturally inspired, chef-crafted, plant-based proteins designed to suit a variety of culinary preferences. By focusing on authentic flavors and textures, they provide a thoughtful approach to plant-based eating that aligns with cultural traditions and sustainability.

Case:

Annie Ryu, founder of The Jackfruit Company, has turned jackfruit into a versatile and sustainable option for flexitarians—those looking to reduce meat consumption
without heavily processed alternatives. With products like BBQ jackfruit, Tex-Mex fillings and Tikka Masala, along with the Jack & Annie's line offering nuggets, sausages and meatballs, the company highlights jackfruit's natural meat-like texture and versatility. By working directly with over 1,700 farming families and creating a sustainable supply chain, Ryu has built a brand that supports farmers while offering consumers a healthy, delicious and environmentally friendly way to rethink their meals.

The third wave of plant-based innovation is also helping to dismantle the misconception that plant-forward diets are niche or elitist. By using everyday ingredients and celebrating their natural qualities, these innovations make plant-based eating more approachable for mainstream audiences.

Celebrating plants in their own right

In this same context, there is a necessity to move beyond generic terms like ‘veggie lasagna’ and value the vegetables on our plates by naming them explicitly, for example ‘eggplant and zucchini lasagna’. Highlighting the specific vegetables not only elevates their importance but also enhances the dining experience by connecting diners with the flavors and origins of the food. This small change in how we label food can transform the perception of vegetables, encouraging people to appreciate their diversity, textures and tastes.

Similarly, when we label restaurants as exclusively ‘vegan’, it can unintentionally alienate non-vegan diners. With the rise of flexitarianism, more people are looking to reduce their meat consumption and incorporate more plant-based options into their diets without fully committing to a vegan lifestyle. Many would gladly choose options that focus on vegetables and plant-forward meals, but the word ‘vegan’ might carry certain connotations that dissuade them. Instead, emphasizing plant-forward or vegetable-centered cuisine without the "vegan" label may appeal to a broader audience, inviting diners to explore healthy, delicious and sustainable meals without feeling excluded or boxed into a particular food category.

The Menu Language Workbook from Food for Climate League offers a practical, step-by-step guide for hospitality professionals to enhance plant-forward menu descriptions. Designed to appeal to a wide range of diners, this tool helps teams develop language that makes sustainable, plant-based dishes more accessible and attractive. By optimizing menu descriptions, hospitality providers can support healthier and more climate-friendly dining choices without sacrificing guest interest or satisfaction. This workbook aligns with the rising consumer trend of prioritizing sustainability and can help businesses engage customers in a meaningful shift toward plant-forward eating.

Case: A good example of this approach is Denise Monroy's restaurant, Electra Punk and Food, in Bogotá, Colombia. Her restaurant focuses on offering creative plant-forward dishes without marketing strictly as vegan. This approach allows her to attract a more diverse customer base, including those who may not typically seek out vegan options. By highlighting the unique qualities of the vegetables and the artistry in their preparation, Electra Punk and Food is making plant-based dining more accessible and enjoyable to all, in a fun and relaxed environment, while still maintaining a focus on sustainability and nutrition.

Denise's approach highlights the importance of culinary storytelling and inclusivity. She believes in making vegetables the star of the plate in a way that appeals to everyone, not just those with specific dietary labels. This strategy helps to broaden her restaurant's appeal and promote an appreciation for the variety and richness that vegetables bring to the table.

As the movement continues to grow, it represents a significant step toward reshaping our relationship with food and sustainability. By moving beyond meat mimicry and celebrating plants for what they are, the third wave is helping to redefine plant-forward eating as a satisfying and accessible choice for everyone.

Industry recommendations

Educational menus: Use menus and marketing materials to inform guests about the environmental impact of their food choices.
Plant-based innovation: Offer culturally relevant, plant-based or plant-forward dishes to cater to environmentally conscious consumers.
Seasonal and local foods: When suitable, prioritize locally sourced, seasonal ingredients to enhance sustainability and flavor.
Sourcing transparency: Clearly communicate ingredient origins and sustainability practices to build consumer trust.
Supplier engagement: Encourage responsible production and sourcing among suppliers to reduce emissions and waste.
Sustainable sourcing: Prioritize regenerative agriculture and sustainable sourcing practices for nutrient-dense foods.
Waste reduction: Implement strategies like repurposing surplus food and better forecasting to minimize food waste.

Next chapter :

Social eating: Building communities through food

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