Beans is How: global game-changers join forces to increase bean consumption


Beans offer simple and affordable solution to health, climate and cost-of-living crises

Global food awareness organization ProVeg International has joined forces with Google, the Bezos Earth Fund and more than 40 other organizations to campaign for a doubling of global bean, pea, pulse, lentil and legume consumption by 2028.

The ambitious Beans is How campaign will promote the value of incorporating beans into meals as part of a strategy to remove greenhouse gas emissions from the food system.

Beans release 90% less harmful greenhouse gasses than some animal-based foods, contain protein, carbohydrates, vitamins and minerals and, when dried, cost an average of $1 per 500 grams, making them an excellent alternative to meat. 

“Beans really do tick all the boxes when it comes to providing nutritious, affordable and climate-friendly meals for countries all over the world,” Jasmijn de Boo, CEO of ProVeg, said. 

“We urgently need to scale up efforts to encourage greater consumption of beans over animal-based foods if we are to have a chance to slow climate change and prevent ecosystem collapse,” de Boo added. 

There are thousands of varieties of beans, peas, pulses and lentils around the world that present a simple and affordable solution to the health, climate and cost-of-living crises. 

Beans is How is encouraging people to eat more beans by publishing tasty recipes with beans, showing people how to grow beans themselves, and through a “menu challenge” that encourages restaurants, caterers, cafes, schools and other food providers to include #beansonthemenu. 

ProVeg is joined in the coalition by a range of other global organizations, including Google, The World Bean Council, the Bezos Earth Fund, the United Nations Foundation and the Kraft Heinz Company.


Notes to Editors

For media inquiries, email Peter Rixon at [email protected]

About ProVeg International 

ProVeg is an international food awareness organization working to transform the global food system by replacing conventional animal-based products with plant-based and cultivated alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.

ProVeg has permanent-observer status with the UNFCCC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award. ProVeg also has Observer Status at the IPCC.


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