A DELICIOUS STRATEGY FOR CHANGE

Transcription

1 WELCOME TO THE THE PROTEIN FLIP Part infographic, part white paper, the Protein Flip is an introduction to a powerful, new foodservice strategy to deliciously advance a critical, integrated set of health, sustainability, and business imperatives. Comments and suggested edits or enhancements to this draft of The Protein Flip are welcome until July 10, 2015 and should be addressed to info@menusofchange.org. Note: photography is not final. A final version of The Protein Flip will be released to the foodservice industry and the media at in late summer.

2 WHAT IF WE COULD IMPROVE OUR COLLECTIVE HEALTH AND THE HEALTH OF THE PLANET BY SIMPLY FLIPPING THE ROLE OF ANIMAL PROTEIN ON OUR MENUS? RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: THE WHY PART I: 30% 30 PERCENT OF ALL LAND ON EARTH HOW CAN CHEFS INSPIRE STRATEGIES TO FEED A WORLD OF 9-10 BILLION? THE ENVIRONMENTAL AND ETHICAL IMPERATIVES FLIP THE MINDSET AT LEAST 18 PERCENT OF GHG EMISSIONS 37 PERCENT OF METHANE GAS EMISSIONS Much attention is given to the increasing rates of meat consumption in the developing world but Americans can be a big part of the solution: WHAT IF WE ALL ATE ONE LESS BURGER PER WEEK? OR A DIFFERENT KIND OF BURGER? 70% LIVESTOCK PRODUCTION IS ALREADY ASSOCIATED WITH: By one estimate, it takes 36 calories of feed to produce one consumed calorie of beef; this ratio is 11:1 for pork, 9:1 for poultry, and about 6:1 for eggs and dairy. ¾ OF ALL BEEF ENTREES SERVED IN RESTAURANTS ARE BURGERS If we increase food production following current consumption trends, the impacts on our environment present AMERICAN COWS ALREADY PRODUCE: On the water front, a quarter pound (4 oz.) hamburger patty requires 427 gallons to produce, versus 52 gallons for 4 oz. of chicken, 78 gallons for ½ cup of cooked beans, 58 gallons for an ounce of mixed nuts (peanuts and tree nuts), or 42 gallons for a 6 oz. cup of yogurt. AMERICANS EAT AN AVERAGE OF 3 BURGERS A WEEK What if we did even more: reducing our consumption of red meat to a few ounces per week and switching to other animal and plant proteins with a smaller environmental footprint?

3 FLIP CONCEPT: FROM DESSERT TO STEAK RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: THE WHY PART I: Consider this: At the end of a restaurant meal, the dessert menu might steer you to choose between, say, a big piece of cheesecake with a couple of strawberries OR a plain bowl of berries. WHAT IF YOU COULD FLIP YOUR OPTIONS? ORDER A HEALTHFUL PLATE OF FRESH BERRIES SURROUNDING JUST TWO OR THREE BITES OF DECADENT CHEESECAKE? PROBLEM SOLVED: ENTER THE DESSERT FLIP. NOW WHAT IF WE COULD APPLY THIS SAME PRINCIPLE TO A LARGER CHALLENGE: THE WORLD S APPETITE FOR ANIMAL PROTEIN? YOUR BRILLIANT IDEAS GO HERE! CHEFS CAN MAKE A TREMENDOUS IMPACT THROUGH MODEST CHANGES. Instead of feeding plants and grains to animals, feed them directly to your diners with much smaller amounts of accompanying animal protein. Ask, What level of global animal agricultural production in 2050 supports optimal public health and is environmentally sustainable? And: How do we enlist chefs, behavioral specialists, and visionaries in design thinking and marketing to create patterns of food choices, dishes, and menus that reflect this and fully meet consumer acceptance? THE EVIDENCE IS CLEAR: SHIFTS IN EATING HABITS TOWARD MORE PLANT-BASED PROTEINS, FRUITS, AND VEGETABLES CAN REDUCE THE RISK OF CERTAIN CHRONIC DISEASES, GREENHOUSE GAS EMISSIONS, AND THE BURDEN ON WATER AND ENERGY RESOURCES.

4 SOME PROTEINS ARE BETTER THAN OTHERS FOR THE HEALTH OF THE PLANET AND THE POPULATION HOW MUCH PROTEIN AND FROM WHICH FOODS IS OPTIMAL TO PREVENT CHRONIC DISEASE AND PROMOTOE HEALTH? PART I: Eating plant-based proteins (assuming whole/minimally processed) is associated with a lower risk of chronic disease and mortality, as well as a smaller carbon footprint, compared with animal proteins (in the aggregate). CURRENT SITUATION: BETTER SITUATION: 25 Higher intake of red meat, irrespective of its total fat content, increases risk of heart disease, stroke, and diabetes when compared to poultry, fish, eggs, nuts, or legumes. CURRENT SITUATION: 20 In 2010, twice as many tons of antibiotics were used around the globe to raise cows, chickens, and pigs than to treat human infections KG CO 2 per Kilogram MEAT AND THE HEALTHCARE CRISIS BETTER SITUATION: Researchers project a 2/3 increase in antibiotics consumption by humans by 2030 through increased livestock consumption. Nearly one in 10 deaths could be prevented in the U.S. if American adults cut their current red meat consumption to less than half a serving per day. Increased antibiotic use in livestock production is partially behind the growth of drugresistant pathogens. PROTEIN PLAYS MANY CRITICAL ROLES IN OUR BIOLOGICAL FUNCTION, OPTIMAL PERFORMANCE, AND SATIETY. BUT HOW MUCH DO WE NEED? The recommended dietary allowance (RDA) of protein for adults is: THE AVERAGE AMERICAN CONSUMES AN ESTIMATED 111 GRAMS PER DAY. 5 0 NUTS LEGUMES DAIRY WHOLE GRAIN POULTRY FISH RED MEAT Relative Risk in All-Cause Mortality Associated with Substituting 1 Serving of Red Meat Per Day FEWER DISEASES AND DECREASED NEED FOR ANTIBIOTICS.

5 CURRENTLY, THE MOST COMMON SOURCES OF PROTEIN IN AMERICAN DIETS, BY PERCENTAGE BASED ON GRAMS OF PROTEIN, ARE: HOW MUCH PROTEIN AND FROM WHICH FOODS IS OPTIMAL FOR PREVENTING CHRONIC DISEASE AND PROMOTING HEALTH? PART I: LAMB 0.2% PEANUTS & TREE NUTS 2.1% BEANS, LEGUMES & PEAS 1.3% EGGS 3.6% SEAFOOD & SHELLFISH 3.8% VEAL.01% GRAINS 11.1% TURKEY 4% DAIRY PRODUCTS CHICKEN BEEF 16.5% PORK WE LARGELY MISS OUT ON A WHOLE WORLD OF PLANT PROTEINS READILY AVAILABLE TO SUPPLEMENT A REDUCED EMPHASIS ON ANIMAL PROTEIN Some research suggests benefits of protein for satiety, weight management, and optimal performance at levels higher than indicated by the RDAs. Nevertheless, the protein available in plant foods can satisfy such needs. For those with wider-ranging appetites, the best bet is to supplement a plant-centric diet with moderate amounts of fish, poultry, yogurt, cheese, and eggs. 16.2% MILK 7.8% 20% 13.3%

6 DISCOVERING THE PROTEIN FLIP RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: THE HOW PART II: WHEN IT COMES TO PLANT AND ANIMAL PROTEINS, IT S NOT EITHER/OR. Rather, meet the challenge of health and environmental impacts of animal agriculture with the Protein Flip by rebalancing the foods on our plates, re-imagining the value proposition of what we menu, and drawing inspiration from global cuisines. FROM A T-BONE FROM A STEAK, POTATOES, AND A TINY SALAD TO BROCCOLI STIR-FRY WITH A FEW SMALL PIECES OF BEEF TO A VEGETABLE FORWARD THAI BEEF SALAD THE POWER OF THE BLEND Top 3 reasons for offering meat blends (mixing meat or poultry together with vegetables in burgers, tacos, sausages, and more): According to a 2015 CIA-Datassential survey of more than 700 foodservice operators nationwide: CHICKEN, FOLLOWED BY BEEF, IS THE MOST COMMON ANIMAL PROTEIN TO BE BLENDED. OR A KOREAN-INSPIRED RICE BOWL You get the picture. And this is just a bit of flavor inspiration from Asia. Think about culinary ideas from other traditional, plantforward food cultures in The Mediterranean, Latin America, and elsewhere around the world. OFFERING HEALTHIER INCREASING FLAVOR 1 ENTREES 2 AND JUICINESS 3 REDUCING OVERALL COSTS MUSHROOMS, FOLLOWED BY LEAFY GREENS, ARE THE MOST COMMON PLANT TO BE BLENDED. MUSHROOMS: A CASE STUDY IN INNOVATION FROM THE CIA The CIA s Healthy Menus R&D Collaborative (HMC) is a working group of volume foodservice culinary and nutrition leaders and suppliers who collectively feed 100 million Americans a day; small changes in their menus have a big impact on public health. In collaboration with HMC s founding corporate member, The Mushroom Council, the CIA challenged this group: Might burgers be ripe for the flip concept? Could umami-rich mushrooms replace a third or more of the meat? HMC members tested the idea and tried it on their customers; now a new generation of blended meat-mushroom burgers are sprouting up on menus coast to coast. The innovation is spreading, with new blend concepts using other vegetables and plant-based ingredients. The blend of mushrooms in our meatball recipe allowed us to maximize flavor and moistness and meet our ingredient sodium guardrails. - Pizza Hut SPECIAL OCCASION? WE RE STILL COOKING FOR YOU. STEAKS AND OTHER LARGER PORTIONS OF MEAT WILL ALWAYS BE AN OPTION ON AMERICAN MENUS FOR SPECIAL OCCASIONS. BUT THE PROTEIN FLIP CAN BECOME A NEW DEFAULT, EVERYDAY PATTERN FOR MUCH OF THE REST OF THE MENU. OR THINK OF IT AS A NEW MENU SECTION BRIDGING REGULAR OPTIONS AND VEGETARIAN CHOICES.

7 RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: THE HOW THE BETTER BURGER THE ICONIC AMERICAN BURGER: NEW FRONTIERS IN FLAVOR DISCOVERY OPERATORS EVERYWHERE ARE EXPERIMENTING WITH PLANT-FORWARD BURGER INNOVATION. THESE PHOTOS ILLUSTRATE A VARIETY OF FLIP STRATEGIES. THE BLEND PB&J (PORTOBELLO, BEEF, AND JALAPEÑO) BURGER, FROM SODEXO AND AS VEGETARIAN VERSIONS WHITE BEAN PATTY, GOAT CHEESE, AVOCADO, SPROUTS, LEMON AIOLI, FROM RI RA IRISH PUB TURKEY BURGER WITH MUSHROOM DUXELLE, FROM YALE DINING PEANUT, MUSHROOM, AND FARRO BURGER WITH ARUGULA AND TOMATO CHUTNEY WITH CRISPY SWEET POTATO CHAAT, FROM CHEF SUVIR SARAN THE BLEND BEYOND BURGERS: The CIA and UC Davis found that substituting 50 or even 80 percent of the beef with ground white mushrooms could enhance the overall flavor of a beef taco blend. MOROCCAN LAMB-EGGPLANT BURGER WITH MINTED YOGURT AND CARAMELIZED PEPPERS AND ONIONS LENTIL, BARLEY, AND BLACK BEAN BURGER WITH MANGO CHUTNEY, FROM DAVIDSON HOTELS & RESORTS ROASTED SHIITAKE MUSHROOM AND BEEF BURGER WITH PASILLA PEPPERS, PEPPER JACK CHEESE, AND CILANTRO LIME AIOLI WILD RICE POLENTA BURGER INCLUDING MUSHROOMS, CARROTS, AND LEEKS, FROM RESTAURANT 301 AT THE SHERATON DULUTH HOTEL THE BLEND plays a delicious role in the Healthy Menu R&D Toolbox bringing that powerful pop of umami to meat, chicken, turkey, or seafood burgers, reducing the reliance on excess sodium or saturated fat for flavor. Shaping America s Plate PART II: BURGERS ARE A GREAT CANVAS SIMPLY BLENDING GROUND ROASTED MUSHROOMS INTO MEAT PROVIDES GREAT FLAVOR, TEXTURE, AND CRAVEABILITY. FIREBIRDS WOOD FIRED GRILL IN MARCH 2015, THE CIA SURVEYED A CROSS-SECTION OF THE CULINARY COMMUNITY TO UNDERSTAND HOW BURGERS ARE BEING RE-IMAGINED NATIONWIDE. SOME HIGHLIGHTS: IT S THE NEW NORM: IT S THE SAME PRICE: IT WORKS: 70% saw success from putting a vegetarian or meat-blended burger on their menu 77% have a burger on the menu with a significant percentage of the patty from plant or vegetable components, either blended with meat or strictly vegetarian. 60% said their non-traditional burger was the same price as other burgers or sandwiches.

8 PLANT-FORWARD MENUS: RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: THE HOW PART II: CHEFS AROUND THE COUNTRY ARE BRINGING UNCOMMON IMAGINATION AND CREATIVITY TO THE SPIRIT OF PLANT-FORWARD EATING. IF YOU START WITH A HOME-RUN VEGETABLE-BASED MENU CONCEPT THAT CAN STAND ON ITS OWN, YOU CAN ALWAYS SUPPLEMENT WITH A SMALL PORTION OF ANIMAL PROTEIN (EVEN AS A CONDIMENT) IF DESIRED. HERE ARE JUST A FEW EXAMPLES: GRILLED AND SMOKED BROCCOLI DOGS WITH BROCCOLI KRAUT AND MUSTARD BARBECUE SAUCE FROM DIRT CANDY IN NEW YORK, NY CAULIFLOWER STEAK, TAHINI, GOLDEN RAISINS, AND PICKLED THAI CHILI FROM CHALK POINT KITCHEN IN NEW YORK, NY CARROT CUTLET WITH PORK BOLOGNESE FROM BLUE HILL AT STONE BARNS IN POCANTICO HILLS, NY PICKLED VERRILL FARM CORN PANCAKES, BUTTERMILK, MAPLE, SHISHITOS, POPCORN FROM ALDEN & HARLOW IN CAMBRIDGE, MA CLAM POZOLE VERDE WITH HOMINY, POBLANO, SCALLION, RADISH, AND TORTILLA FROM RUSTIC CANYON IN SANTA MONICA, CA EGGPLANT BRACIOLE WITH SICILIAN SALSA VERDE AND BLACK OLIVE BAGNA CAUDA FROM VEDGE IN PHILADELPHIA, PA RE-IMAGINING THE SALAD BAR WITH GOOGLE FOOD: A CASE STUDY A Flip in Operations In a new partnership between the CIA and Google, chefs from CIA, Google, and Bon Appétit Management Company are re-imagining the old paradigm of corporate cafeteria layouts. Much of the produce in corporate lunch settings is aggregated around salad bar concepts. What if we didn t have to decide between a cold vegetable/salad station and a hot station of animal protein entrees with all their tantalizing smells? What if we introduced the flip strategy and brought a grill into the salad station, to add two ounces of just-grilled shrimp or chicken on a salad? What if we introduced a wood-fired bread oven, to have a warm, whole-grain pita with those vegetables? Or how about adding a live-action station of Chinese greens being wok-fried with ginger and garlic, with the addition of just two ounces of pork or lemongrass marinated tofu? Now where do you think our noses would take us at noon?

9 THE NEXT FRONTIER NEW BUSINESS MODELS & MENU CONCEPTS THE QUEST FOR VALUE AND EXPERIENCE: RE-IMAGINING THE ROLE OF PROTEIN IN FOODSERVICE: WHAT S AHEAD PART III: We cannot simply take something away and hope to be successful. We have to rethink the dining experience, our culinary approaches and assumptions, and related business strategies and opportunities. Much of this is a value play: both in how we can create an added sense of financial value to offset, in this case, a reduction in animal protein portion size, as well as in how we connect with our customers about what we value. ASKING MORE QUESTIONS: CHEFS, SCIENTISTS, BUSINESS LEADERS, AND RESEARCHERS FOOD SCIENCE FOOD ON TV & SOCIAL MEDIA NEW NUTRITION INDUSTRY FOOD ON TV & SOCIAL MEDIA SCIENCE BEHAVIORAL ECONOMICS AWARENESS LABOR WHAT SHOULD BE GUIDING NEW RESEARCH, NEW PILOT PROGRAMS, AND NEW AND EXISTING COLLABORATIONS? RESTAURANT CUSTOMERS INCREASINGLY WANT TO KNOW HOW THEIR FOOD IS PRODUCED AND WHETHER OR NOT THEIR HEALTH AND THE HEALTH OF THE PLANET ARE BEING CONSIDERED WHEN MENUS ARE CREATED. At the end of the day, foodservice is about hospitality and memorable food experiences. But more and more it s also about the narratives we share with our customers about a larger set of concerns and common aspirations. What do we need to know that we don t yet know to be successful in accelerating engagement with the Protein Flip concept? What should we be seeking to discover? How do we break through silos and create cross-sector, interdisciplinary innovation? What should we be testing with our next-generation customers that could push us out of our comfort zones, but quite possibly into business models that are more financially sustainable for the future? HOSPITALS CAMPUS DINING SUPPLY CHAIN TRANSPARENCY MILLENNIAL CONNECTEDNESS WATER ENVIRONMENTAL SCIENCE K-12 SHIFTING CONSUMER PREFERENCES TECHNOLOGY B E H A V I O R A L E C O N O M I C S RISK MANAGEMENT CLIMATE CHANGE HOSPITALS LABOR K-12 DESIGN THINKING TECHNOLOGY HOSPITALS FOOD SCIENCE MILLENNIAL POLICY INCENTIVES K-12 CONNECTEDNESS FOOD ON TV & SOCIAL MEDIA MILLEINNIAL CONNECTEDNESS CHEFS AS CHANGE AGENTS INGREDIENT COSTS & MENU PRICE TRENDS K-12 OPERATIONAL CONSTRAINTS FOOD ON TV & SOCIAL MEDIA ETHICS AND VALUES LEARN MORE: Compass Group USA has committed to reducing red meat on plates across its portfolio. Read more about it: Separating myth from fact: To find out why Paleo and other meat-centered diets and many other beliefs about protein are not supported by the consensus around scientific evidence, read the CIA/Harvard Chan School white paper, Protein Plays. protein-plays Read the paper "Flavor-Enhancing Properties of Mushrooms," published in the Journal of Food Science: flavor-enhancing-properties-of-mushrooms-in-meat-based-dishes MENUSOFCHANGE.ORG Visit menusofchange.org to stay up to date with this and other industry efforts around protein and other food sustainability issues. SHARE YOUR IDEAS FOR NEW BUSINESS MODELS ON TWITTER USING #CIAPROTEINFLIP OR ON OUR CIA INDUSTRY LEADERSHIP FACEBOOK PAGE. GET THE REFERENCES: PHOTO CREDITS: Page 5: Carrot Cutlet: Andre Baranowski Page 6: Turkey Burger: Yale Dining; White Bean Patty: Ryan Costello; Lentil Burger: Davidson Hotels & Resorts; Wild Rice Polenta Burger: Josh Nickila Page 7: Broccoli Dogs: Evan Sung; Beet Filet: ESquared Hospitality; Clam Pozole Verde: Jeremy Fox; Cauliflower Steak: Chalk Point Kitchen; Corn Pancakes: Kristin Teig; Eggplant Braciole: Michael Spain Smith