Why

    Why plant-based food as the default?

    A livable planet is a prerequisite for a thriving culture.

    90 %

    CHOOSE THE DEFAULT OPTION

    Ease

    90 % of people eat what is primarily offered to them. Changing the default to plant-based is proven to be the most effective way to shift consumption sustainably – without forcing or restrictions.

    Vision 2030

    Vision 2030

    Cultural shift achieved

    90 %

    Of culture consumers choose plant-based

    Plant-based food is the obvious and appealing default in museum cafés, intermission catering, and cultural events.

    15 %

    OF CARBON FOOTPRINT

    Environment & Nature

    15 % of Finns' carbon footprint comes from animal-based food consumption. Animal agriculture is a major cause of eutrophication in the Baltic Sea and inland waters.

    Vision 2030

    Vision 2030

    Waters are clearing

    100 %

    Nitrogen nutrient load reduction target achieved

    58 %

    Of phosphorus nutrient load reduction target achieved

    30 %

    OF CARDIOVASCULAR DISEASES

    Public health

    30 % of Finns' cardiovascular diseases are diet-related, particularly from excessive saturated fat intake. A plant-based meal has on average 11 g less saturated fat.

    Vision 2030

    Vision 2030

    A healthier Finland

    16 %

    Lower risk of cardiovascular disease

    €440M

    Annual savings in cardiovascular treatment