The Better Buying Lab, part of the World Resources Institute, has drawn up a number of principles that are important when marketing vegetarian food: you should not focus on the fact that there is no meat in it and it should sound delicious. Choice of food is generally driven by needs and impulses, rather than sustainability considerations. In order for people to make a choice other than meat, it is important that they believe the food will not disappoint them and the first thing they see is the name. Ways to stimulate vegetarian options include focusing in the name on taste and origin.
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