Creative Entrepreneurship, Human Food Interaction, Sustainable Food Design

Gentle Meat

Project details


Creative Entrepreneurship, Human Food Interaction, Sustainable Food Design

Course: Design for Behavioral Change


Team: Sam Kragtwijk, Dion van Rooij


The meat industry causes great damage to our environment, because of greenhouse gases, water usage and deforestation. With a population projected to reach 9.8 billion by 2050, it is even more urgent we need to change our menu. Researchers have established that it is difficult to change meat consumption of a person who is influenced by various economic, social and cultural factors. One point that stands out is the link between meat and the image of masculinity and power. Based on the interviews and research we decided to create a powerful and muscular branding in order to engage men into buying a meat replacement. The company GentleMeat was born, consisting of the branding of the products and the platform, where men can engage in.


To test the influence of masculine aspect connected to meat replacements, two tests were set-up. In both test, meatballs and vegetarians balls were served. In the first test, vegetarian balls were served by a normal guy, and branding without the masculine influence was used. In the second test, branding with the masculine influence was used, serving the vegetarian balls by a more muscular guy. In the first test, 25% chose to eat the vegetarian balls and in the second test, 71%. The most common reasons not to eat meat in the second test were: people were curious or interested; people felt social pressure of a friend and people mentioned positive aspects about the colors and other visual aspects of the no-meat branding.


I followed this course to learn about the impact we can make as designers, aiming for behavioral change regarding our food system. As a designer working with food it is important to think about the way we make choices of the food we grow, buy, sell and consume. This is an important topic while working in restaurants with food waste. I learned several aspects to start from. Do the chefs recognize the need for behavioral change, for the reason that too much food is going to waste? Which route is the most appropriate to take? Taking the central route by educating chefs individually with workshops in which they have to work with waste streams themselves? Or focusing on the peripheral route by searching for a famous chef as ambassador to promote working with wasted food products?


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