Campaigns
We Believe In A Food System That Supports The Health Of People And Planet
Our Campaigns

Plants First Healthcare
Our Plants First Healthcare campaign aims to normalise plant-rich meals in healthcare settings and make them the preferred option. Choice is maintained as meat and dairy remain on the menu.
There is overwhelming evidence to support a transition to a plant-based food system to improve national health outcomes, address health inequalities, meet our climate and nature targets, and reduce NHS costs.
Our campaign is supported by 24 organisations representing over one million healthcare professionals through their membership. Join us today by asking your hospital to adopt a plants-first approach.

GOVERNMENT
To accelerate the transition to a plant-rich food system, we believe the UK government needs to create a food culture and action plan that prioritises plant-rich foods similar to that of Denmark and Switzerland.
We are working with a coalition of climate, health, food justice and animal groups to ensure plant-rich foods are a key focus of government policy.
This work encompasses health, food and nutrition-related guidelines; the National Food Strategy; and challenging promotion of meat and dairy consumption.
Our campaigns in the media
Nuffield Health extends partnership with Sodexo to 2033
FMJ | 27 Jan 2025
Chris Packham Urges Government To End Meat ‘Propaganda’ Campaign
Plant Based News | 20 January 2025
Government urged to halt controversial multi-million pound meat and dairy campaign
Vegan Food & Living | 17 January 2025
AHDB’s ‘Let’s Eat Balanced’ campaign attacked by green groups
Farmers Weekly | 15 January 2025
Ditch AHDB’s Lets Eat Balanced campaign, campaigners urge
The Grocer | 15 January 2025
Vegan advocate Chris Packham says Gov should stop supporting AHDB's 'Let's Eat Balanced' campaign
Farmers Guardian | 15 January 2025
Health professionals call for NHS to provide plant-based menus by default in UK hospitals
Public Sector Catering | 28 Oct 2024
New Report On Why Healthcare Settings Should Go Plant-Based By Default
Plant Based News | 24 Oct 2024
1,200+ Health Professionals & 24 Organisations Call on NHS to Offer Default Plant-Based Meals in Hospitals
Vegconomist | 17 October 2024
Health experts call on NHS to make vegan food the norm in hospitals
Independent | 16 October 2024
Plants First Healthcare; Normalising plant-based meals in healthcare
BMJ leader | 1 October 2024
Brits call for overhaul of 'bland' NHS hospital meals, eyeing plant-based options
Mirror | 27 June 2024
AHDB defends Let's Eat Balanced campaign after plant-based medics accuse it of promoting misleading health claims
Farmers Guardian | 13 June 2024
Health Professionals Urge Government To Withdraw Meat Ads
Plant Based News | 11 June 2024
Doctors Urge UK Government to Retract ‘Misleading’ Campaign Asking Brits to Eat Meat & Dairy
Green Queen | 11 June 2024
“Inaccurate and Misleading”: Health Professionals Condemn Meat & Dairy Campaign Backed by UK Government
Vegconomist | 10 June 2024
Doctors call on government to withdraw ‘misleading’ campaign urging people to eat meat and dairy
Independent | 7 June 2024
Minister who owns beef farm approved £5m ad campaign promoting red meat
OpenDemocracy | 3 June 2024
Campaigns we support
Open letter on the climate and ecological emergency
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Scrap Factory Farming
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Open Letter to NHS Leaders and the UK Government
Open Letter to NHS Leaders and the UK...
Why we recommend a plant-based diet
Why we recommend a plant-based dietThe term...
Plant Based Treaty
We are proud supporters of the Plant Based...
Why we need a plant-based food system
Why we need a plant-based food systemWatch a...
Milk, this is your moment
Milk, this is your momentWe support this...
Preventing pandemics
Preventing pandemicsWe support the Food &...
Open letter to Dr Hilary Jones with reference to free school milk
Open letter to Dr Hilary Jones with reference to...
World plant milk day campaign
World plant milk day campaignWhen Margaret...
World Plant Milk Day
Open letter for World Plant Milk Day August 22nd...