Presented by: Ralph Loglisci Project Director, Johns Hopkins University Bloomberg School of Public Health David Furhman Director of Dining Services, Johns Hopkins University
Dec 15, 2015
Presented by:
Ralph LoglisciProject Director, Johns Hopkins University Bloomberg School of Public Health
David FurhmanDirector of Dining Services, Johns Hopkins University
Background
History on Meatless Monday• Originated during WWI
•Current Campaign Launched in 2003
•Reduce Saturated Fat Intake by 15%•Healthy People 2010 Recommendation
•Developed in Association with JHSPH• CLF Serves as Scientific Advisor
Meatless Monday at Johns Hopkins University
• Reduce risk of mortality• A recent study followed over 500,000 U.S. men and women over 10 years. Study
participants who consumed the highest amounts of red and processed meat had significantly higher risks of overall mortality, cancer mortality and cardiovascular disease mortality.
• Reduce risk of inflammatory bowel disease• A 2010 study of 67,581 women in France indicated that diets high in meat protein were
associated with an increased risk of inflammatory bowel disease. The authors hypothesize that the increased risk is caused by a release of compounds that are toxic to the colon. They suggest limiting meat intake to the recommended daily amount in order to reduce the risk of IBD.
• Reduce cancer risk• Recent studies found diets abundant in red and processed meats have been associated
with increased cancer risk, especially of the digestive tract
Meatless Monday at Johns Hopkins University
Why - Health Concerns
Why - Environmental Concerns• Water consumed at unsustainable rates
• About 2,000 gallons of water used to produce 1 pound of beef*
• Meat production heavily reliant on fossil fuel• 40 calories of fossil fuel energy go into every calorie of feed lot beef
compared to the 2.2 calories of fossil fuel energy needed to produce one calorie of plant-based protein*
• U.S. Agriculture Dominated by Livestock Production• 50-70% of all grain grown in U.S. is fed to livestock & poultry*• Livestock production accounts for 70% of all agricultural land#
• Food Animal Waste & Water Pollution• EPA: agricultural operations, including animal confinement operations, are a
significant source of water pollution• States estimate that agriculture contributes to the impairment of at least
173,629 river miles, 3,183,159 lake acres and 2,971 estuary miles
*Pimental & Pimental, 2003 Meatless Monday at Johns Hopkins University
Plant-Based Diets vs. Diets with Animal Protein
Meatless Monday at Johns Hopkins University
Why - JHU• Why Meatless Monday?
• Consistent with Responsible Dining ‘DNA’• Healthy Body• Healthy Environment
• Why Now?• Logical progression in our commitment to continual improvement
•Why does this work for JHU Dining?• Non-exclusive• Based on customer choice• Educational and information-based
Meatless Monday at Johns Hopkins University
Program Rollout
• Education at Point of Sale (Dining Facilities)• Modified Menus• Advertising and Publicity
• Peer to Peer marketing and education
Meatless Monday at Johns Hopkins University
Year 1 (2010-2011)
• Educational Tabling• Sampling• Counter Cards• Easels• Buttons• Featured Vegetarian Options• Celebrity Guest Chef Event (Kim O’Donnel)• Vegetarian Steering Committee
Meatless Monday at Johns Hopkins University
Year 1 Marketing Collateral
Meatless Monday at Johns Hopkins University
Counter Card Large Easel Sign
Meatless Monday at Johns Hopkins University
Counter Card
Year 1 Marketing Collateral
Celebrity Chef Demo
Meatless Monday at Johns Hopkins University
• Large Standing Banners• Counter Cards• Enhanced Vegetarian Menu• QR Codes• Vegetarian Steering Committee• Chef Cooking Demos (FFC & Nolan’s)
Year 2 (2011-2012)
Meatless Monday at Johns Hopkins University
Counter Card Custom Chalk Boards to Advertise Meatless Monday Specials
Year 2 Marketing Collateral
Meatless Monday at Johns Hopkins University
Standing Banners
Healthy Body
Healthy Environment
Year 2 Marketing Collateral
Meatless Monday at Johns Hopkins University
Meatless Monday Chef Demo at Nolan’s
Year 2 Chef Demos
Metrics
• On any given Monday, we offer over 500 distinct vegetarian menu items
• For Monday production, ARAMARK purchases on average 25% less meat and buy on average 35% more vegetables
• Vegetarian production has increased by 45% - through the conversion of meat-based dishes or stations to vegetarian options
Meatless Monday at Johns Hopkins University
Positive Impact
• Given the conversion of meat-based to vegetarian dishes:
• During a 32 week academic year, we save about 24 million gallons of water
• During a 52 week calendar, we save about 38 million gallons of water
Meatless Monday at Johns Hopkins University
Q&A
Meatless Monday at Johns Hopkins University