50by25/Viva!

A sustainable dining initiative supporting establishments to balance their menus and become 50% plant-based by the end of 2025, through industry collaboration and sharing advice.

Inspired by industry and those who have already taken these first steps, we want to help others harness the business upsides for taking steps to increase their plant-based options and lower their environmental impact in doing so.

A Viva! initiative, this environmentally focused campaign will help the UK hospitality industry embrace more healthy and sustainable food options whilst honouring our planet, wildlife and nature.

Together we can shape a plant-forward and internationally pioneering hospitality sector in the UK that is both good for our planet and good for business.