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Description
The main goal of the project is to increase people''s awareness of how our food choices affect the environment and empower them to contribute to reducing global warming through their own diet. According to the UN, reducing meat consumption is the key to slowing down global warming.
The main target group are the residents of smaller settlements. The target group expands to other Estonian residents through social media.
As a result of the project, the participants'' attitudes towards plant-based diets will change. They understand the link between global warming and food choices and how to reduce their consumption of animal products.
Summary of project results
Among others, the European Commission encourages all member states to promote plant-based diets as part of the "Farm to Fork" strategy, which is at the core of the European Green Deal. This aims to reduce the impact on the climate as well as the harmful effects of meat consumption on health. However, the reality is that global meat consumption continues to rise, and fully plant-based diets remain stigmatized. Additionally, the average Estonian does not associate environmental friendliness with plant-based eating.
The project seeks to encourage people to reflect on their food choices and empower them to contribute to reducing climate change through their diet.
The primary target group of the project is residents of smaller settlements of all ages, including families. Since it is more challenging to find vegan products in rural areas, it is important to show them how it is possible to eat delicious and healthy meals without relying on specialized vegan products.
As part of the project, 10 awareness-raising events were organized. Additionally, the project team participated in the Nature Conservation Fair at the Tallinn Botanic Garden.
Throughout the project, approximately 30 blog posts were written on the topic, which can be found here: https://taimsedvalikud.ee/kahvliga/. The project''s activities were also featured outside Loomus'' own channels more than 50 times.
Regular updates were shared on social media through both Loomus and Taimsed Valikud channels. The reach of the posts ranged between 3,000 and 4,000 people on both Facebook pages.
As part of the project, brochures and roll-up banners were created, which garnered interest beyond Loomus. TalTech used them at their environmental awareness events, and several general education schools requested brochures to distribute to their students.
The project period also coincided with the establishment of working groups for drafting the climate law, and Loomus was invited to participate in two of these groups.
As a result of the project, participants'' attitudes toward plant-based eating have become more positive. They are now more aware of different food products, their own environmental footprint, and ways to reduce their consumption of animal-based foods.
For Loomus, the project has provided a strong new direction and a meaningful connection between various activities, linking vegan food with the protection of farmed animals.