In pretty much all things people do, they are driven by motivators and barriers. The motivators to do something must be greater than the barriers that makes that thing hard to do. A lot of people are worried about the environment and our planet or care about animals. However, only a handful of people are worried enough that the motivation to do concrete actions about them is big enough for them to do anything very significant. Sure, many people recycle their trash or change their lightbulbs to more efficient ones. They recycle because the society has made it easy for them that the barrier is very low. Changing a lightbulb isn’t hard or very expensive either and it comes with the additional benefit of lasting far longer than the old school ones which have also have been forbidden by the law.
The issue with the food industry is that change happens sometimes slowly. Majority of the people still consume loads of meat and when you are interested to try out meatless products those can be hard to find or if there are some (this, of course, depends on where you live), they don’t taste so good. So often consumers just pick the same old meat product they are used to use. There also can be a “mental gap” between meat-eater and vegan / vegetarian. Both groups can have a negative picture of each other. This divide does not help change attitudes towards more sustainable food consumption.
So how can we address this divide? It can be done through good food products that bridge the gaps between steaks and carrots. If we can offer positive, ethical food experiences to the masses, then switching to ethical food choices becomes like the lightbulb, where you feel good about doing a small act and actually get some concrete personal benefit out of it too. The people who switch out their lightbulbs don’t feel like they’re missing out on anything compared to their previous incandescent-burning lightbulb lifestyle.
What we do
We’re looking for like-minded people that are interested in food to help us out. Please visit http://www.casamaku.com and sign up to our newsletter to stay involved in our process. We’ll be launching a crowdfunding campaign soon and we welcome everyone to take part in helping make a positive change in the world.