Eating Better
By Ramona Andrews
Find out how the University of Bristol’s Source Catering team has reduced carbon emissions by adopting innovative, student-friendly strategies like flexible menu options, waste reduction, and carbon mapping in the latest Bristol Good Food 2030 story.
When the University of Bristol declared a climate emergency in 2019, Source Catering, the university’s food service provider, knew they needed to revise their menus. They teamed up with PhD student Louise Rutterford and other University of Bristol academics to carbon-map their offer and work out how to reduce their environmental impact, while keeping students on side. Source Catering cater halls, retail outlets and food trucks, so have a wide range of experience to share. Here’s what they learned.
One of the initial changes was the introduction of ‘meat-free’ days. On paper, this seemed like a straightforward way to lower the carbon footprint. However, the reality was more complex. While the reduction in carbon emissions was significant, the feedback from students was deeply polarised. More than half of the students in catered halls expressed dissatisfaction, with many compensating by consuming more meat on the days surrounding the meat-free day. This led to an overall increase in meat consumption, by approximately 10%, effectively neutralising the intended environmental benefits.
This experience taught Source Catering a valuable lesson: the power of language and perception in food choices. The terms vegan, vegetarian, or meat-free, while accurate, often signal to some diners that these options are not meant for them. Simply by focusing on the description of the food itself, rather than its classification, businesses might appeal to a broader audience and avoid alienating potential customers.
Another significant challenge arose when Source Catering’s pop-up food truck, which initially offered exclusively plant-based options, saw a drastic 30% drop in foot traffic. This decline highlighted the difficulty in catering to diverse dietary preferences while trying to reduce carbon emissions. To counter this, they introduced a flexible menu where meat could be added to dishes as an optional extra rather than as a default component. This approach proved highly successful, with customer feedback overwhelmingly positive. Both plant-based eaters and meat lovers appreciated the flexibility, and the foot traffic soon returned to previous levels.
Interestingly, this strategy led to a 30% reduction in meat sales compared to when meat was offered as a standard option. By shifting the focus from meat-centric dishes to plant-based meals with optional meat, Source Catering demonstrated that it is possible to cater to a wide range of dietary preferences while significantly reducing emissions. The lesson here for other hospitality businesses is clear: offering meat as an add-on rather than the centrepiece of a dish can help reduce overall meat consumption without alienating customers.
Understanding the carbon footprint of their menus was not a simple task. Initially, Source Catering worked with PhD student Louise Rutterford and other University of Bristol academics to carbon-map their menus. This process was time-consuming, taking over a year to comprehensively map just one week’s menu from the catered halls.
The turning point came in 2021 during COP26, when a colleague noticed carbon cost indicators on the gala dinner menu. This discovery led Source Catering to Klimato, a carbon mapping software that, while less granular than their previous efforts, provided a practical tool for understanding and communicating the carbon cost of dishes to their customers. Today, commercial carbon calculators are more widely available, making it easier for businesses to provide this crucial information at the point of sale.
The SNEAK project was another innovative initiative where Source Catering sought to subtly influence students’ food choices without their awareness. By offering a base menu of one meat, one vegetarian, and one vegan dish at the hot service counter, they were able to optimise the available choices based on customer feedback and nutritional content. This approach was highly successful, leading to a 30% reduction in carbon emissions without compromising student satisfaction.
In their efforts to explore plant-based alternatives, Source Catering conducted extensive taste tests to find the most acceptable plant protein substitute for beef in their lasagne recipe. The results were clear: lentils emerged as the preferred substitute, with up to 30% lentil content being virtually indistinguishable from the traditional beef version. This finding has guided them in reformulating the menu to include more sustainable plant-based options while maintaining the quality and appeal of their dishes.
Communication has been key here. Source Catering uses a variety of channels, including social media, posters, videos, and direct engagement, to share this sustainability journey with students and staff. This multi-platform approach has helped foster a culture of sustainability across the university, encouraging active participation and collective responsibility for reducing carbon emissions.
For other hospitality businesses looking to reduce carbon emissions, Source Catering’s journey offers valuable insights. Start small by focusing on one or two areas for improvement, such as sourcing locally and seasonally, reducing meat and dairy offerings, and minimising food waste. Engage staff in sustainability efforts and educate customers about the environmental impact of their food choices. By taking these steps, businesses can make meaningful progress toward reducing their carbon footprint while maintaining customer satisfaction.
So, what change do you want to see happen that will transform food in Bristol by 2030? Do you already have an idea for how Bristol can make this happen? Join the conversation now.
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