Research from the University of Canterbury (Te Whare Wānanga o Waitaha) in New Zealand is investigating the drivers and barriers to meat reduction to determine what the future of food in this country will be.
This comes after previous research showed that New Zealand’s per capita meat consumption was falling and that New Zealand was one of the few countries in the world to reach ‘peak meat’. That’s true. The study found that while rising incomes have traditionally been associated with increased meat consumption, this relationship is not necessarily true in high-income countries where many people eat less meat due to environmental and health concerns. Turns out it doesn’t exist.
Dr Joya Kemper from the University of Canterbury said: “Protein transition is a very complex issue, so a collective national vision and directed government funding is key.” “The plant-based diet and alternative protein industry is expected to grow significantly, making it a highly valuable market potential.”
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Strategies for changing behavior
Dr. Kemper agrees that the simplest way to change meat consumption behavior is to replace meat with alternatives such as plant-based, cultured, and precision-fermented products. However, she believes that in the long run it is better to choose whole foods such as legumes and vegetables.
Dr. Kemper’s research shows that reducing meat gradually may be more effective than an all-or-nothing approach. This may include strategies such as increasing the amount of meat dishes with lentils and vegetables. She also suggests reaching out to social media and local community groups for support. Organizations can help by providing practical resources such as recipes and meal planning tools tailored to different family situations.
“Food is so intertwined with our social norms, culture, upbringing, and skills that it’s difficult to change our beliefs that we should eat meat in the first place,” she says. “Many of us were raised on a diet of meat and vegetables. Eating more lentils, legumes, and pulses was not a big part of our upbringing or culture.”
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Adapt to protein changes
Some of Dr. Kemper’s students are conducting further research to investigate global changes in protein stories. One examines case studies of New Zealand companies involved in protein transition to understand what is driving the change from animal protein to plant protein, and the other We are investigating perceptions regarding the transition to type agriculture.
A report released earlier this year found that alternative proteins could have a significant impact on New Zealand agriculture, with the potential for significant reductions in land use and production of sheep, beef and dairy products. It turns out. However, the protein transition could also reduce demand for exports to New Zealand, as other countries are also likely to be able to produce their own alternative proteins. Dr. Kemper warns that the country needs to prepare for these changes.
“While other countries have national food strategies that adapt to known environmental, social and economic concerns, we do not,” she said. “As a result, we are falling behind the rest of the world. This is worrying because we rely heavily on food for export.”
