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A Vision For Change: 50by25 Initiative Launches to Transform Restaurant Menus


As the founder of Citizen Kind, Emma Osborne’s commitment to accelerating a sustainable food transition is clear; helping senior executive talent find work in vegan and sustainable businesses and offering strategic consultancy services. Now, Emma is taking her passion for positive change to a broader stage with the “50by25” campaign, in collaboration with Viva! The “50by25” campaign is a bold initiative aimed at reshaping restaurant menus and accelerating the sustainability journey within the hospitality industry.

Emma shares, “Our ask is simple: for hospitality groups to commit to 50% plant-based options on menus by Dec 2025. In return, we will help by sharing inspiring videos from the very best plant-based chefs in the UK, how-to’s, tips and tricks, product swaps, support and encouragement.” It’s not just a commitment; it’s a partnership for transformation.

The “50by25” initiative is a rallying call to the restaurant and hospitality industry. Emma’s approach is a comprehensive strategy that offers tangible support to businesses ready to make the leap.

Elevating Sustainability Leaders

By embracing the “50by25” challenge, businesses have the opportunity to become sustainability leaders in the competitive restaurant landscape. The initiative provides a platform for restaurants to showcase their dedication to a greener future, resonating with a growing consumer base eager to support eco-conscious establishments.

Emma emphasizes, “Our aim for this campaign is to inject some fresh hope and excitement into the UK’s world-leading restaurant scene while also helping businesses meet their ESG reporting requirements and make plant-based food as accessible as possible.” “50by25” isn’t just a campaign; it’s a vision for a future where sustainability and accessibility go hand in hand.

In essence, “50by25” is a practical, easy, and sustainable approach—a win for everyone involved. Launching the campaign at this year’s Plant Based World Expo was the obvious choice and the feedback from visitors was overwhelmingly positive: proof indeed that positive change can be both achievable and enjoyable. As restaurants embark on this transformative journey, they not only contribute to a healthier planet but also position themselves as pioneers in a rapidly evolving industry.

The “50by25” initiative is a call to action; an invitation to be part of a movement that transcends culinary boundaries and embraces a future where sustainability is at the heart of every menu. The campaign is already picking up momentum with powerhouse supporters such as Wagamama, Beyond Meat and Wicked Kitchen already participating.

If you are a foodservice operator and want to be a part of this bright future, head on over to and get involved!