Halfway Hero – Go 50% plant-based for our planet

Halfway Heroes is all about you – and the power you have to make a real difference to the environment. By making just half of your weekly meals vegan, you can significantly reduce your meat and dairy intake, helping to combat the current climate crisis.

Scientists have made it clear that animal agriculture is placing unsustainable pressure on limited global resources and fragile ecosystems. Our diets contribute to climate crises considerably; we must reduce meat and dairy if we are to meet urgent climate targets.

Our goal is to help highlight the connection between your food choices and the planet’s health, proving the small changes can have significant positive impacts.

Small Steps, Heroic Results

Switching to a plant-based option could cut the dish’s:

Climate impact by 50%

Land use by 74%

Water use by 50%

Impact on wildlife by 50%

Learn more about the Environmental Wins

Halfway Heroes is here to help make the change simple, easy and delicious. With practical tips, recipes and all the support you need, we’ll help you explore the incredible benefits of plant-based eating while showing how much good you can do for our planet. This is your chance to take action in a way that’s enjoyable, achievable and impactful.

Get involved

Restaurants across the UK are becoming aware of the damage done by animal products and are starting to look at plant-based alternatives. Halfway Heroes is here to push them further – reminding them of the health, planetary and financial benefits. We are asking restaurants to increase plant-based options with the goal of reaching at least 50 per cent plant-based menus.

Help today

Meet our
supporters

British Environmentalist

George Monbiot

“The planet is in crisis, and animal agriculture is a key cause of the environmental emergency. To stand a chance of curbing carbon emissions, reducing pressure on land use and supporting wildlife, we need to address what we eat, and move towards a plant-based food system.

Restaurants can play a central role in shaping this new reality, guiding people’s eating habits and reducing their own impact, by putting more plants on plates. This is why I’m supporting this campaign – to help build a hospitality industry that supports the future of our planet.”

Deputy Leader of the Green Party and a Green Party London Assembly member

Zack Polanski

“It’s vital we celebrate and champion the good that plant-based food can do for everyone. Moving to a more plant-based diet can improve your health, reduce costs and cut climate emissions too! Every meal that we eat can be a step towards a greener, healthier and kinder planet and the Halfway Heroes campaign is a great step to achieving that goal.”

GP and writer

Dr Rebecca Jones

“As a GP, I’m excited to support the Halfway Heroes campaign! Adding more plant-based meals to your week is such a simple yet powerful way to boost your health, help the planet, and reduce your impact on the animal world. Eating more veggies, grains, and legumes can improve heart health, lower the risk of conditions like diabetes, and leave you feeling more energised. Plus, it’s a great step towards reducing your carbon footprint. Small changes really can make a big difference – for you, the animals, and for the world!”

Chef Patron of Gauthier Soho

Alexis Gauthier

“Our Michelin-starred French restaurant, Gauthier Soho, committed to be entirely plant-based in 2021. The challenge French cuisine presents is one I am savouring and the creativity it has unleashed in me has kept our diners entertained, happy and surprised. Knowing our work is breaking boundaries whilst saving the planet and animals is so gratifying. This campaign offers the opportunity for UK chefs to embrace all the goodness the plant kingdom has to offer and add a sustainability and kindness lens to their work.”

wagamama’s Executive Head Chef

Steven Mangleshot

“We’re told by science that what we eat is one of the most impactful choices we all have to reduce our footprint on the environment. In 2021, we made 50% of our menu plant-based, making it easier for our guests to support the planet, whilst spreading positivity, through our nourishing food, from bowl to soul.”

Plant-based Chef and Co-Founder, Wicked Kitchen

Derek Sarno

“Chefs are the master artists of flavour, with restaurants as their canvases. By crafting plant-based dishes that put taste and satisfaction front and centre, chefs and restaurants can profoundly shift eating habits and attract a new wave of devoted customers. These plant-based menu items aren’t just alternatives; they’re top picks. This is where true innovation blossoms. It’s where sustainability pairs with ‘surprise and delight’, and what’s been missing are the culinary leaders who truly understand taste, choice and impact. In my journey, I’ve witnessed the magic chefs create with whole foods and groundbreaking plant-based ingredients. This initiative is our call to action. By aiming for menus with 50% plant-based options, chefs, restaurants, and the entire food service industry can unite to pave the way for a future that’s as mouth-watering as it is sustainable.”

Latest News
and Blog Posts

What does the Halfway Heroes Diet actually look like?

So, you’ve heard about Halfway Heroes – the campaign that invites you to go 50 per cent plant-based for the planet – and you want to get on board (yay!). But maybe you’re wondering… What does “halfway” really look like day to day? How do you actually do it without totally changing your life, your […]

UK Public Want Restaurants to Limit Their Environmental Impact Through their Menus, Survey Finds

Research from the Viva! team has found that the UK public want restaurants to take responsibility by serving environmentally friendly food. In a recent poll of 2,000 people – half of whom were vegan – it was found that 79% of the entire group polled feel it is important that restaurants limit their impact on the […]

Wagamama’s Plant-based SuccessNew Cost-effective End-to-end Solutions

Renowned Asian inspired British restaurant chain has partnered with Viva!’s 50 For Our Planet campaign, aiming to help UK restaurants increase their plant-based options to improve their impact on our planet. Speaking about the campaign, wagamama’s Executive Chef, Steven Mangleshot, states: “Chefs are the master artists of flavour, with restaurants as their canvases. By crafting plant-based dishes […]