FUELING THE FUTURE: HOW SPORTS LEAD THE WAY IN SUSTAINABLE FOOD CHOICES
FOOD
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Inspired by Paul Hawken's vision in Regeneration: Ending the climate crisis in one generation, we've launched "Regeneration Revolution: Sport’s Solutions to Helping End the Climate Crisis." This series highlights how sports can be a dynamic force in addressing the climate crisis, with a keen focus on the nine core areas explored in Hawken's book: Cities, Food, People, Energy, Industry, Forests, Land, Wilding, and Oceans.
In his book Regeneration: Ending the climate crisis in one generation, Paul Hawken highlights how Big Agriculture and Big Food have degenerated our land, soil, food, environment, and health — and how regeneration can reverse all five.
With food production responsible for over one third of greenhouse gas emissions, Hawken views improving our food system as a “keystone solution" to global warming.
He believes that we all have the power to do good through the decisions we make around food. This involves favoring the following over highly processed foods:
Plant-based meats and dishes.
Food sourced from local farms and gardens.
Seasonal produce.
A diverse variety of food.
HOW IS THE SPORTS
INDUSTRY RESPONDING?
Sports events involve the production of considerable amounts of food, both for spectators and participants.
Though it can be daunting to execute, addressing the impact of food on climate change in the sports context is relatively straightforward. Events can offer a plant-based menu, use local catering, implement programs to eliminate food waste, and advocate about the benefits of eating more sustainably via their athletes.
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FOREST GREEN ROVERS VEGAN MENU
It’s no surprise that the world’s most sustainable football club is also the world’s first vegan football club!
In 2015, First Green Rovers made the decision to become a fully vegan club to draw attention to the environmental and animal welfare impact of livestock farming, as well as to improve player performance and give fans healthier match day food.
Reaching an audience of over 2 billion people worldwide since becoming a vegan club, this small club in Nailsworth has grown exponentially through its vegan ethos.
PARIS 2024 PUTS SUSTAINABLE FOOD ON THE MENU
The Paris 2024 Olympic Games organizing committee is taking significant steps to promote a sustainable diet and reduce the environmental impact of its food offerings.
With six menu commitments for all attendees, including athletes, spectators, staff, and volunteers, the Games aim to cut the carbon footprint of each meal by 50% through increased plant-based options. They also plan to cut single-use plastic in half, source 80% of ingredients locally in France, tackle food waste, ensure equipment reuse, and reserve job opportunities for individuals with disabilities or disadvantages.
With an estimated 13 million sustainable meals to be served, Paris 2024 is setting a remarkable example of how large-scale events can champion sustainability and inspire positive change in our food systems.
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LIVERPOOL FC TEAMS UP WITH QUORN ON FOOD SUSTAINABILITY
Liverpool FC and meat substitute company Quorn joined forces to promote sustainability and encourage healthy eating habits.
With the introduction of Quorn food options at Anfield Stadium and the Liverpool FC Training Ground, the partnership aims to inspire fans to make more sustainable food choices while raising awareness about the environmental impact of meat consumption. This collaboration showcases how sports teams can come together with businesses to drive positive change and promote sustainability without sacrificing the game-day experience.
HEURA FOODS AND FC BARCELONA JOIN FORCES TO CHAMPION SUSTAINABLE EATING
Heura Foods is the official partner of FC Barcelona's Women's team, highlighting their commitment to sustainability. The partnership emphasizes Heura Foods' plant-based alternatives that promote a more sustainable food system.
The collaboration with FC Barcelona's Women's team provides a platform for Heura Foods to offer innovative and nutritious plant-based meat products while raising awareness and educating fans about the benefits of choosing plant-based options for a sustainable future.
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FOOTBALL CLUBS TACKLE FOOD WASTE
To live up to their commitments, many football clubs are moving from large-scale food importation toward a more localized approach when sourcing and buying food.
By sourcing food from regional producers, clubs are limiting their carbon footprint and helping promote a positive message around sustainable food to their fans.
In France, more than a dozen clubs including Olympique de Marseille and Olympique Lyonnais have partnered with France’s food bank federation to offer them unsold food products on match nights. This has enabled Marseille to provide more than 22 tons of food to people in need over a 12-month period. Not only does this have an ecological impact, but it addresses a societal issue as the food is distributed to people living in extreme poverty.
WHAT CAN WE TAKE AWAY FROM THIS?
At 17 Sport, we’ve seen firsthand how sports brings people together – much like how food does! When combined with one another, they have a quantifiable impact on our environment.
By choosing and promoting sustainable approaches to food, the sports industry has the ability to combat its carbon footprint and inspire positive change among fans and participants.
Take a look at our six key takeaways from these inspiring initiatives to fuel your inspiration for sustainable development:
Food as a Keystone Solution:
Recognize that improving the food system is a "keystone solution" to addressing global warming, as food production is responsible for a significant portion of greenhouse gas emissions. Leaders in the sports industry should understand the critical role of sustainable food practices in mitigating climate change, and should look to take a more active role in combating food waste. This means going beyond traditional methods like food donations by implementing sustainable practices across their operations.
Favoring Sustainable Food Choices:
Encourage the adoption of sustainable food choices, including plant-based meats and dishes, food sourced from local farms and gardens, seasonal produce, and a diverse variety of food. Emphasize that individuals, organizations, and events can contribute to positive change through their food decisions.
Implement Sustainable Catering:
Sports events can address their impact on climate change by offering plant-based, local catering options. They should also implement programs to eliminate food waste and educate athletes, participants, and spectators about the benefits of sustainable eating. Sustainable catering contributes to reducing carbon footprints associated with food production.
Local Sourcing and Food Donation:
Sports clubs and organizations can lead by example through responsible food sourcing. By working with local producers and food banks, clubs can reduce their carbon footprint and address societal issues related to food insecurity. Donating unsold food products to people in need can have both ecological and social impacts.
Promoting Partnerships for Sustainability:
Collaborate with businesses and organizations that promote sustainability, such as the partnership between Liverpool FC and Quorn. Where possible, prioritize collaborations with local organizations for increased community impact. These collaborations can inspire fans to make more sustainable food choices and raise awareness about the environmental impact of meat consumption. By working together, sports teams and businesses can drive positive change while enhancing the game-day experience.
Capitalizing on the power and influence of athletes:
Use high profile athletes to spread the message and change perceptions around veganism and alternative proteins. Athletes embracing these diets and sharing their positive experiences can challenge common misconceptions and demonstrate that plant-based nutrition can support high-level physical performance.
As we have seen, the sports industry is powerful and has great potential to make a lasting impact on our world through food. When we collaborate with purpose, the impact we can produce together is tremendous.
ABOUT 17 SPORT
17 Sport exists to help businesses use the power of sport to build a more positive future for the world whilst accomplishing commercial goals.
Founded in 2020, our name is inspired by the United Nations’ 17 Sustainable Development Goals, and is anchored to SDG 17 and our profound belief in the power of partnerships. Based in 7 different countries on 3 continents, our global team of experts comprises individuals who have been at the forefront of the purpose revolution in sports and business for the last 15 years.
To find out how 17 Sport can help you activate your purpose through sports to help address the climate crisis, reach out to info@17-sport.com for a one on one consultation with one of our experts.