“Our mission is to accelerate the protein transition for the good of humanity, animals, and the environment.
Chris Bryant
Who We Are
A team of researchers using our expertise in social science, market research, and policy analysis to help mainstream meat reduction and alternative proteins.
We work together with alternative protein companies and animal protection non-profits, as well as conducting original independent research.
Our Insights
Why Alternative Proteins?
Lower Environmental Impact
Livestock farming contributes to deforestation, greenhouse gas emissions, biodiversity loss, and excessive water usage. Alternative proteins require fewer resources and emit fewer greenhouse gases, making them more sustainable options.
Animal Welfare
Traditional animal agriculture involves practices that raise ethical concerns regarding welfare. Alternative proteins provide a way to meet growing demand without need for animal slaughter, reducing suffering and promoting more humane practices.
Food Security
Alternative proteins have the potential to address global food security challenges, offering more efficient and scalable solutions to feed a growing population, produced with fewer resources and in controlled environments.
Combat Antibiotic Resistance
Antimicrobial resistance is a more certain risk to humanity than climate change. Alternative proteins do not require antibiotics for their production and therefore will not contribute to the proliferation of antibiotic-resistant microorganisms.
Reduces Risk of Future Pandemics
Plant-based and cultivated meats are insusceptible to animal diseases and do not contribute to pandemic risk because they don’t require use of live animals. By advancing alternative proteins, we can reduce risk of new diseases resulting from animal agriculture.
Who We Work With
In The Spotlight
The Undersung Heroes of the Animal Movement
Citizen Kind
Veganuary’s impact has been huge
The Conversation
The Rise of Plant-Based Diets in Pet Nutrition
Recorded webinar
Don't Underestimate Your Influence
Sentientism
Finding answers to big alt-protein questions
Future of Foods
The UK’s Protein Transition in Four Graphs
Vegconomist
Peer Reviewed Paper Proves Plant-Based Meat is Healthier
Vegconomist
Most meat-eaters KNOW veganism is ethical and good for the environment
MailOnline
Artificial meat: UK scientists growing 'bacon' in labs
BBC News
We offer a range of research-related services in the field of meat reduction and alternative proteins.
Research design and project management
Collaborative approach to understanding needs, designing approach, and managing project communication.
Private or public research reports
We offer private internal reports for your organisation’s strategic planning needs, and also published reports to share our findings with the world.
Quantitative and qualitative data analysis
We have experience conducting online surveys, experimental studies, field studies, interviews, and focus groups, and we offer both academic and industry-relevant analysis.
Publishing in peer-reviewed journals
We write academic papers, submit them to journals, and handle the review process to get findings published in top academic journals.
Training & Events
Talks
Invite someone from our team to give a talk at your event, conference, or webinar. Our experts have high-quality scientific presentations on the psychology of meat reduction, markets and marketing of alternative proteins, policy levers for food system change, a just transition for farmers, and a range of other topics.
Courses
Enquire about our full- or half-day courses on ‘Research for Social Impact’ and ‘Independent Research Consulting’ aimed at PhD or Masters candidates, as well as early career researchers.