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