- Associate Professor Thomas Bøker Lund
- Associate Professor Mette Weinreich Hansen
Department of Food and Resource Economics
University of Copenhagen
NORMPLANT: Tools for caterers to increase plant-based eating via workplace lunches
Positive experiences with plant-based foods in canteen lunches are considered an important way to promote and normalize plant-based eating. This project will develop and document tools to be used by catering companies to increase workplace readiness to eat more plant based.
Catering companies that deliver lunches to workplaces have the potential to move canteen users toward more plant-based meals. But they risk losing customers if unpopular lunch changes are made. Thus, caterers need strategic tools that are effective so that workplace demand for plant-based food increases but not overambitious where the workplace and eaters may react negatively. NORMPLANT is a collaboration between the Foodservice provider Jespers Torvekøkken (JT) and social science researchers at University of Copenhagen (KU). Effects of real-life initiatives taken by JT to promote plant-based workplace lunches are studied by KU through a mix of qualitative and quantitative data collection. Project results are made freely available to Danish caterers and other food service providers.
Funding
Period: April 1, 2024 - September 30, 2026
Financing source: Plantefonden
Amount: 4,595,386 DKK
Objective 1 is to develop a questionnaire-based segmentation tool through which catering companies can classify new and existing customers (i.e. workplaces) according to readiness to eat plant-based lunches.
Objective 2 creates a toolbox of specific initiatives that caterers can use to promote plant-based lunches, while at the same time ensuring customer retention and creating positive spillover effects to food practices and meals eaten by canteen eaters outside the workplace.
Objective 3 consists of a mapping of Danish catering companies where their willingness to promote plant-based lunches and their considerations of barriers and opportunities are surveyed. This is important background knowledge, as only anecdotal data exist regarding Danish caterers’ strategies (if any) to promote sustainable and plant-rich lunches
WP1 Segmentation tool to uncover workplace readiness levels
WP1 develops a segmentation tool: Measures include readiness to consume plant-based dishes at workplace lunches, socio-demography (age, gender, education), satisfaction with workplace lunches, and general lunch preferences and expectations.
WP2 Examining initiatives to increase readiness to eat plant-based lunches
WP2 studies in-depth cultural reactions to, and effects of, real-life initiatives aimed at increasing the plant-based share of workplace lunches.
WP3 Mapping of Danish food service companies and their role in the plant-based transition
WP3 maps Danish catering companies and their willingness to change lunch servings in a more plant-based direction.
The project features a close collaboration between a Foodservice lunch provider (Jespers Torvekøkken) and a research partner (KU).
From an applied and research perspective JT is an excellent study case, as the company has a stated ambition to facilitate a sustainable future in the food chain, but often experiences negative workplace reactions against plant-based initiatives.
The project has an advisory board who will follow the scientific and practical implications.
The advisory board consists of:
- Bente Halkier (Climate Council; Professor in Sociology)
- Michael Allerup Nielsen (Head of kitchen facility management at Bispebjerg Hospital; Vice chair of Danish Association for Diet and Nutrition)
- Gitte Knoth Sørensen (Confederation of Danish Industries. Sustainability Reporting)
Researchers
| Name | Title | Image |
|---|---|---|
| Jørgen Dejgård Jensen | Professor |
|
| Mette Weinreich Hansen | Associate Professor |
|
| Morten Wendler Jørgensen | Postdoc |
|
| Thomas Bøker Lund | Associate Professor |
|