Your entire childhood, your parents worked diligently to get you to get your vegetables. Well, apparently your parents did a crappy job because now a team of academics from Oxford University are stepping in, hoping to find a way to get adults to eat more vegetables and less meat by redesigning grocery stores.
The five-year, £5 million project called “Our Planet, Our Health,” an initiative from the UK-based Wellcome Trust charity, hopes to battle climate change and improve public health by getting people to swap environmentally-taxing meats for healthier veggie alternatives. According to The Guardian, a group of Oxford scientists will be working with executives at Sainsbury’s to redesign an undisclosed number of stores within the large British grocery chain, from smaller local outposts to superstores to even its online shop. Proposed changes include putting vegetarian alternatives alongside meat products, incentivizing vegetarian options with rewards points and coupons, and flooding shoppers with recipes and informative leaflets.
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