Large-scale reduction of meat, egg, and dairy consumption holds the potential to create diverse and hugely positive impacts environmentally, socially and ethically. Yet collaboration between relevant stakeholders remains an obstacle for this development.
Compounding the de-prioritisation, numerous groups, institutions and foundations which operate under a goal of reducing meat production operate within “silos” and fail to maximise the numerous possible opportunities for cooperation and synergies. The rapid expansion of meat and dairy consumption and associated industrial livestock production in the Global South also calls for a significant strengthening of public awareness raising and advocacy campaigns outside Europe and North America.
The political, economic and financial appetite for this change is growing. While there used to be resistance within all sectors, including civil society; today, the food production conglomerates are starting to push plant based food, investors are taking note of the change, governments are becoming climate conscious and numerous organisations within the third sector are now addressing the issue at depth.
This perfect storm, however, has to be harnessed and given the right steer and coordination.
We believe that is the core role of 50by40.
50by40 is an initiative, which aims to break down the barriers between the stakeholders in the third sector and relevant sectors. A movement of this nature, focusing on the numerous problems caused by livestock production, and with an aim to keep going until the vision becomes a reality, is unprecedented.
50by40 is not a new coalition rallying around a specific campaign, policy push or corporate commitment (will be help to do that as well), but a true movement that will grow stronger, wider and deeper over time.