The City Council of Helsinki has approved a landmark initiative to reduce the city’s procurement of meat and dairy products by 50% by 2030, in a move towards a more sustainable food system. The initiative, titled "Half Better," aims to replace animal-based products with nutritious plant-based options in public food services across schools, hospitals, and other municipal institutions. This decision not only supports climate responsibility and animal welfare but also creates market predictability for companies developing plant-based solutions in Finland.

By reshaping procurement at a large scale, Helsinki aims to normalize plant-forward eating patterns and align public spending with climate and biodiversity commitments. In addition to environmental considerations, this move also reflects fiscal responsibility as plant-based meals are already more cost-effective for the city’s food services. The decision serves as a strong signal to policymakers and food industry actors across Europe, showing how public procurement can be leveraged to accelerate the protein transition and support innovation in the plant-based foods sector.