The EU-funded project Sustain-a-bite has launched a consumer campaign called Behind Every Bite, which aims to promote sustainable, plant-based foods as healthy, affordable, and delicious options. The campaign will run throughout October and November, offering digital and local activities such as recipe books, chef videos, interactive stands in supermarkets and universities, and influencers on social media targeting younger audiences. The goal is to provide practical tips on food choices, label reading, and sustainable cooking to encourage consumers to choose plant-based options.

Sustain-a-bite is a Horizon Europe project that will focus on developing minimally processed plant-based foods using natural processes like fermentation and seed bioactivation. These products will be rich in protein, fiber, vitamins, and essential nutrients, with fewer additives and a lower environmental impact than conventional products. The project aims to make these products 25% cheaper than meat or dairy equivalents, while also using over 50% less water and 30% less energy in the production process, highlighting the benefits of sustainable food choices for a better future.