Viability of Policy Transfer: Case Study of "Plant-Forward" Campaign to Promote Vegan and Vegetarian Food in Workplace Cafetarias

Abstract

Production of plant-based food causes less greenhouse gas emissions and contributes less to environmental degradation than animal products (Gerber et al., 2013; Poore & Nemecek, 2018). Plant-based nutrition enhances human health by lowering the risks of diseases such as cancers, cardiovascular diseases and type-2 diabetes compared to meat-based alternatives (Ekmekcioglu et al., 2018). Additionally, increasing plant-based food consumption contributes to reduced animal suffering, aligning with ethical considerations. Despite these advantages, altering dietary behaviors presents significant challenges, as individuals are often resistant to changing eating patterns. Consequently, identifying effective, cost-efficient strategies to encourage the adoption of plant-based diets is crucial. This thesis analyzes the “Plant-Forward” campaign, a multi-year initiative by a UK-based catering company Eurest, which has demonstrated success in promoting plant-based food within workplace cafeterias. The aim is to assess the viability of this policy for adoption in Qatar. A qualitative approach is followed by this paper. Initially, a thorough literature review is conducted using databases such as Web of Science, Scopus, and Google Scholar. This review focuses on existing research related to the environmental and health impacts of plant-based diets, successful nudging strategies in dietary behavior change, and theories of policy transfer. First, it seeks to dissect the strategies that underpinned the success of the “Plant-Forward” campaign in the UK. Second, the study develops a framework for policy transfer analysis, which is utilized to evaluate the feasibility of adopting the “Plant-Forward” campaign in Qatar. The significance of this research lies in its potential to provide a scalable and adaptable model for promoting healthy eating in Qatar. By analyzing the “Plant-Forward” campaign’s success and identifying the conditions necessary for its replication, the findings offer valuable guidance for organizations and policymakers seeking to implement effective strategies for encouraging plant-based diets, thereby supporting Qatar’s sustainability and health objectives.

Date of Award	2025
Original language	American English
Awarding Institution	HBKU College of Public Policy