At Plant Based World Expo North America 2024 held at the Javits Center in New York City, Aramark and Drexel University Food Lab unveiled their collaborative efforts to reduce carbon emissions through strategic menu development and sourcing. The session, titled “Choice Based Menu Intervention for Reducing Carbon Emissions,” featured key speakers from both organizations, offering insights into how large-scale foodservice operators can reduce their environmental impact while maintaining customer satisfaction.

The panel included:

• Jonathan Deutsch, PhD, CHE, Professor and Director of Drexel Food Core Lab
• Lauren Miller, Master’s Student in Data Science, Drexel University
• Ila Fennie, RDN, VP of Culinary and Sustainability, Aramark
• Alan Horowitz, VP of Sustainability, Aramark

Aramark’s “Be Well, Do Well” Campaign: A Holistic Approach to Planetary Health

Aramark’s “Be Well, Do Well” campaign, a comprehensive sustainability initiative, was a central topic of the presentation. The campaign’s mission extends beyond just providing healthier meals; it promotes planetary health through net-zero emissions by 2050, inclusive workplaces, and strong community ties. A critical component of this effort involves ethical and sustainable sourcing, which Aramark identified as a key area of focus.

According to Aramark’s research, 70% of their emissions reduction pathway falls under the category of “Purchased Goods and Services”—emphasizing the importance of sourcing sustainable, low-carbon ingredients. This includes increasing plant-based menu options as a way to directly reduce the carbon footprint associated with food production. Aramark is targeting a 44% plant-based menu in collegiate dining by 2025, a significant shift toward more sustainable dining options. The collaboration with Drexel has already led to the development of over 100 plant-based recipes, according to Professor Deutsch. 

Understanding the Consumer Landscape

Aramark’s consumer research provided encouraging data points:

• 44% of consumers are open to a plant-forward diet
• 39% of consumers want to eat less meat
• 48% are open to trying more dishes with dairy alternatives

To meet this demand, Aramark is developing partnerships to introduce innovative, plant-forward menu items and dedicated vegan stations in dining halls. These initiatives are aimed at helping consumers make healthier and more sustainable choices, while also communicating the environmental benefits of these plant-based meals.

Drexel’s Insights: Nudging Consumers Toward Sustainable Choices

Drexel University Food Lab took the stage to discuss the trials they conducted in partnership with Aramark. The tests, which included a jackfruit Al Pastor taco offered during Earth Week, assessed the impact of meat and dairy alternatives presented alongside traditional meat options. The trials employed control periods and customer surveys to measure satisfaction and behavioral shifts.

The results were promising: consumers could be successfully nudged toward plant-based options through strategic marketing, signage, and education. Surveys showed no significant difference in satisfaction between plant-based and traditional meat dishes, but the carbon footprint of the plant-based options was drastically reduced. This proves that not only are plant-based options more sustainable, but they can also win over customers without sacrificing taste or satisfaction.

Lauren Miller shared her perspective, “The other tests included a grill test where beef was taken out of the specials and made less convenient to order. The third was a test where beef was not served as a main entre. Diners were satisfied across the board. Food and carbon costs were lowered across all three tests.”

A Blueprint for Reducing Emissions in Foodservice

The Aramark-Drexel collaboration offers a roadmap for large-scale foodservice operators aiming to achieve sustainability goals. Ingredient sourcing, menu innovation, and customer engagement are key drivers in reducing emissions. As demonstrated by the Drexel trials, consumers—especially in collegiate environments—are receptive to plant-based meals when offered compelling alternatives.

Ultimately, the research indicates that carefully crafted plant-based options, coupled with effective communication, can significantly reduce carbon emissions and help organizations like Aramark meet their sustainability targets. The session’s findings also highlight the importance of taste, education, and presentation in ensuring that plant-based options resonate with diners.

As Aramark continues on its path toward a net-zero future, its partnership with Drexel University Food Lab is an inspiring example of how collaboration and innovation can drive meaningful change in the foodservice industry.