The Impact Page - Copy Deck

8/2/2019 The Impact Page - Copy Deck

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THE IMPACTThe following sound bite research summary supports a multitude of societal reasons to supporta meat-free diet. The evidence is overwhelming: a plant-based diet is better for the environment

and personal health.

But the fact remains: there is no current food service concept in Canada thatprovides consumers with a no sacrifice, no guilt portal to discover meat-freeeating on their own terms.

FAVE will change the way people eat by improving perception, accessibility and

the experience of eating a meat-free meal**.

RESEARCH EVIDENCEClimate Change:A widely cited 2006 report by the United Nations Food and Agriculture

Organization, Livestock's Long Shadow, estimates that 18 percent of annual worldwideGHG emissions are attributable to cattle, buffalo, sheep, goats, camels, pigs, and

poultry. But recent analysis by Goodland and Anhang finds that livestock and their

byproducts actually account for at least 32.6 billion tons of carbon dioxide per year, or 51percent of annual worldwide GHG emissions. (awellfedworld.org)

Climate Change: Livestock accounts for respectively 37 percent of all human-inducedmethane (23 times as warming as CO2), which is largely produced by the digestive

system of ruminants, and 64 percent of ammonia, which contributes significantly to acid

rain. (United Nations, 2006)

Climate Change: 7.5 times more greenhouse gas emissions are created in the

production of food than by its delivery (Whole Foods to Thrive, 2011)

Climate Change: The amount of greenhouse gases into the atmosphere from the

production of 2.2 pounds of beef is the equivalent of 80.08 pounds of CO2 emissions.This is equal to a midsize car that gets 26 miles to the gallon being driven 160 miles

(National Institute of Livestock and Grassland Science, 2007)

**FAVE will not use any of thesefacts to sway consumer behaviour.Traditional vegetarian and veganconnotations will be replaced withcelebratory messaging around thepositivity of fruits and vegetables


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Climate Change: The average Canadian eats 68.4 pounds of beef each year, the CO2

equivalent from just this beefs production equates to a midsize car from Vancouver toToronto and 90 percent of the way back, a total distance of 4976 miles. That is one

person, per year. (Whole Foods to Thrive, 2011)

Climate Change: To produce enough beef for the average Canadian to consume in one

year would require the same amount of energy as keeping one 100-watt bulb lit for 622days (Whole Foods to Thrive, 2011)

Climate Change: If everyone in the US swapped his or her traditional breakfast for aplant-based option, the amount of emissions saved would be the equivalent to those

created driving over 409 billion miles (Whole Foods to Thrive, 2011)

Food-to-Table Movement: Analysis shows that despite all the attention given to foodmiles, the distance that food travels only accounts for 11 percent of the average

American households food-related greenhouse gas emissions, while productioncontributes 83 percent (Carnegie Mellon University, 2008)

Farmland: Livestock production uses a staggering 70 percent of all arable land and 30percent of the land surface of the planet (Whole Foods to Thrive, 2011)

Farmland: For every 16 pounds of plant matter fed to a cow, one pound of meat isreturned (The Global Benefits of Eating Less Meat: A Report by Compassion in World

Farming Trust)

Fresh Water: 70 percent of the 1 percent of remaining useable fresh water (75 percentof the Earth is covered in water, 97.5 percent of that is salt water, the remaining 70

percent of the fresh water is frozen and a significant portion of that is polluted leaving

less than 1% for actual use) is used for agriculture animal feed and 22 percent forindustry. Therefore, we have a remaining 0.08 percent for true domestic use (National

Geographic, 2003)

Fresh Water: Livestock is probably the largest sectoral source of water pollution,contributing to eutrophication, dead zones in coastal areas, degradation of coral reefs,

human health problems, emergence of antibotic resistance and many others. The majorsources of pollution are from animal waste, antibotics, hormones, chemical fromtanneries, fertilizers and pesticides from feedcrops, and sediments from eroded

pastures (United Nations, 2008)

Fresh Water: It takes at least 2500 US gallons of water to yield one pound of beef(some sources say as much as 12,000 gallons). In contrast it takes only 60 gallons to

produce a pound of sweet potatoes and 100 gallons of water to grow one pound of

hempseed (Cornell University, 1997)

Energy Use: Amount of energy, in calories, required from fossil fuel to produce onecalorie of protein from the following (Cornell Science News):

Beef: 54

Lamb: 50

Chickens egg: 26

Pork: 17

Skim milk: 14


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Turkey: 13

Chicken: 4

Plants (average): 2.2

Organic Food: As of 2008, only 0.93 percent of Canadian crops were grown without

genetic modification and organically (Organic-World.net)

Personal Health: North Americans consume too many calories and too few

micronutrients, and that as a consequence is leading to a steady decline in health(United States Department of Agriculture, 2005)

Personal Health: Micronutrients are the magic wands of health, enabling the body toproduce enzymes, hormones and other substances essential for proper growth and

development (World Health Organization)

Personal Health: Dr Linus Pauling (http://en.wikipedia.org/wiki/Linus_Pauling) statedyou can trace every sickness, every disease and every ailment to a mineral deficiency

(Nobelprize.org)

Personal Health: If one eats a nutrient-dense meal, the chemical hunger signal turns offautomatically, as it did for our ancestors. To forcefully deny ourselves continued eating

when we desire to consume more is a reaction and testiment to our nutrient-lacking food overconsumption and weight gain are the result (Whole Foods to Thrive, 2011)

Personal Health: A National Cancer Institute study of 500,000 people found that thosewho ate 4 ounces (113 grams) of red meat or more daily were 30 percent more likely tohave died of any cause during a 10-year period than were those who consumed less.

(Mayo Clinic, 2010)

Personal Health: The more animal protein people eat, the higher the risk of getting

breast, prostate, and bowel cancers, coronary heart disease, Type 2 diabetes,osteoporosis, auto-immune disease, obesity, degenerative brain disease, and macular

degeneration. (The China Study, 2006)

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The Impact Page - Copy Deck