Project lead: Emma Roe, University of Southampton

Project members: Samantha Green, The Applied Group; Damian Maye, University of Gloucestershire; Sarah Lambton, University of Bristol; Daniel Mafulul, Aston University; Saher Hasnain, University of Oxford

Project summary: This scoping study explores how to advance behaviour change research relevant to the Government’s (2022) Net Zero Strategy for the agri-food system. Poultry has an image of being a lower carbon footprint meat. However, it does accrue a global carbon footprint not least from the sources of poultry feed and finding a home for all parts of the chicken carcass.

Currently, the concept of ‘net-zero’ and decarbonisation is not a food consumer-citizen concern, and perhaps it should not be, but an industry/regulator responsibility. Whichever, this scoping project through a workshop begins the process of engaging and gauging interest of participants on this topic as both poultry industry employees and consumer-citizens to understand existing beliefs and practices. What is (un)known, what could or can’t be done, and why? With a diverse employee community, holding conversations across the poultry industry brings minority and disempowered voices together with those imagined more powerful.