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For two years, World Resources Institute’s Better Buying Lab has taken an in-depth look at what works and what doesn’t when it comes to describing plant-rich foods in a way that appeals to broad swaths of the United States and British populations. Our early findings identify four kinds of language to avoid and three to embrace to help restaurants and the food industry boost sales of plant-rich menu items.

The Language of Sustainable Diets: A Field Study Exploring the Impact of Renaming Vegetarian Dishes on U.K. Café Menus

Encouraging consumers to purchase plant-based dishes is one way food service outlets can work toward reducing their greenhouse gas emissions. This field experiment, conducted in a UK-based chain of cafés, aimed to identify the most effective language to describe plant-based menu items to...

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