foodandwine.com – The executive director of the Good Food Institute points to a study showing a separate vegetarian section on a menu cut sales by more than half.
If you’ve ever eaten at a quality vegan restaurant with a non-vegan, you’ve likely heard this statement: “Man, this stuff is amazing for vegan food!” That final qualifier underscores an interesting contradiction recently put forth by an expert in the field of food sustainability: The best way to sell more vegetarian and vegan food might be to not even point out that its vegetarian or vegan at all.
Bruce Friedrich is the co-founder and executive director of the Good Food Institute, a non-profit organization dedicated to improving the sustainability of our food system by promoting plant-based foods and clean meat. In a recent conversation with FoodNavigator-USA, he presented what would at first blush seem like a very counterintuitive solution to selling more vegetarian and vegan food. “We recommend companies avoid any ‘v’ word and focus instead on the health value of the product, the protein content and so on,” he said. “Labeling a product ‘vegan’ or ‘vegetarian’ is taken to mean it is only for vegans or vegetarians.”