Project lead: Toritseju Begho, Scotland’s Rural College

Project members: Pete Ritchie, Nourish Scotland; Wisdom Dogbe, University of Aberdeen

Project summary: The UK agri-food sector faces significant challenges in the context of climate change and the need to achieve net zero targets. The production and consumption of animal-based protein has been identified as a significant contributor to greenhouse gas (GHG) emissions, land degradation, and competes for water resources. As a result, alternative protein sources, such as plant-based and cultured meat, edible microalgae and insects, have gained attention as potential solutions to reduce the environmental impact of the agri-food sector. Without consumer buy-in, the potential of alternative protein to contribute to meeting net zero targets remains limited.

Therefore, this project aims to provide the foundation for a better understanding of consumer preferences, attitudes, and behaviours regarding alternative protein. This understanding is essential for developing effective strategies to increase the consumption of more sustainable foods and transition the agri-food system toward a net-zero future.