Presented by:
Ralph Loglisci
Project Director, Johns Hopkins University Bloomberg School of Public Health
David Furhman
Director of Dining Services, Johns Hopkins University
Background
History on Meatless Monday
• Originated during WWI
•Current Campaign Launched in 2003
•Reduce Saturated Fat Intake by 15%
•Healthy People 2010 Recommendation
•Developed in Association with JHSPH
• CLF Serves as Scientific Advisor
Meatless Monday at Johns Hopkins University
Why - Health Concerns
• Reduce risk of mortality
•
A recent study followed over 500,000 U.S. men and women over 10 years. Study
participants who consumed the highest amounts of red and processed meat had
significantly higher risks of overall mortality, cancer mortality and cardiovascular disease
mortality.
• Reduce risk of inflammatory bowel disease
•
A 2010 study of 67,581 women in France indicated that diets high in meat protein were
associated with an increased risk of inflammatory bowel disease. The authors
hypothesize that the increased risk is caused by a release of compounds that are toxic to
the colon. They suggest limiting meat intake to the recommended daily amount in order
to reduce the risk of IBD.
• Reduce cancer risk
•
Recent studies found diets abundant in red and processed meats have been associated
with increased cancer risk, especially of the digestive tract
Meatless Monday at Johns Hopkins University
Why - Environmental Concerns
• Water consumed at unsustainable rates
• About 2,000 gallons of water used to produce 1 pound of beef*
• Meat production heavily reliant on fossil fuel
• 40 calories of fossil fuel energy go into every calorie of feed lot beef
compared to the 2.2 calories of fossil fuel energy needed to produce one
calorie of plant-based protein*
• U.S. Agriculture Dominated by Livestock Production
• 50-70% of all grain grown in U.S. is fed to livestock & poultry*
• Livestock production accounts for 70% of all agricultural land#
• Food Animal Waste & Water Pollution
• EPA: agricultural operations, including animal confinement operations, are a
significant source of water pollution
• States estimate that agriculture contributes to the impairment of at least
173,629 river miles, 3,183,159 lake acres and 2,971 estuary miles
*Pimental & Pimental, 2003
Meatless Monday at Johns Hopkins University
Plant-Based Diets vs. Diets with Animal Protein
Meatless Monday at Johns Hopkins University
Why - JHU
• Why Meatless Monday?
• Consistent with Responsible Dining ‘DNA’
• Healthy Body
• Healthy Environment
• Why Now?
• Logical progression in our commitment to continual
improvement
•Why does this work for JHU Dining?
• Non-exclusive
• Based on customer choice
• Educational and information-based
Meatless Monday at Johns Hopkins University
Program Rollout
• Education at Point of Sale (Dining Facilities)
• Modified Menus
• Advertising and Publicity
• Peer to Peer marketing and education
Meatless Monday at Johns Hopkins University
Year 1 (2010-2011)
• Educational Tabling
• Sampling
• Counter Cards
• Easels
• Buttons
• Featured Vegetarian Options
• Celebrity Guest Chef Event (Kim O’Donnel)
• Vegetarian Steering Committee
Meatless Monday at Johns Hopkins University
Year 1 Marketing Collateral
Counter Card
Large Easel Sign
Meatless Monday at Johns Hopkins University
Year 1 Marketing Collateral
Celebrity Chef Demo
Counter Card
Meatless Monday at Johns Hopkins University
Year 2 (2011-2012)
• Large Standing Banners
• Counter Cards
• Enhanced Vegetarian Menu
• QR Codes
• Vegetarian Steering Committee
• Chef Cooking Demos (FFC & Nolan’s)
Meatless Monday at Johns Hopkins University
Year 2 Marketing Collateral
Counter Card
Custom Chalk Boards to Advertise
Meatless Monday Specials
Meatless Monday at Johns Hopkins University
Year 2 Marketing Collateral
Standing
Banners
Healthy Body
Healthy Environment
Meatless Monday at Johns Hopkins University
Year 2 Chef Demos
Meatless Monday Chef Demo at Nolan’s
Meatless Monday at Johns Hopkins University
Metrics
• On any given Monday, we offer over 500 distinct
vegetarian menu items
• For Monday production, ARAMARK purchases on
average 25% less meat and buy on average 35% more
vegetables
• Vegetarian production has increased by 45% - through
the conversion of meat-based dishes or stations to
vegetarian options
Meatless Monday at Johns Hopkins University
Positive Impact
• Given the conversion of meat-based to
vegetarian dishes:
• During a 32 week academic year, we save about
24 million gallons of water
• During a 52 week calendar, we save about
38 million gallons of water
Meatless Monday at Johns Hopkins University
Q&A
Meatless Monday at Johns Hopkins University