Awarded £2,000

Funding for the The Winning the Narrative project, which will be a series of workshops to deep dive into issues related to ‘less and better’ meat and dairy. With a focus on Wales, Scotland and Northern Ireland, participants will explore the tools needed for effecting policy change to enable such a reduction and how the eNGO (environmental non-governmental organization) community can better engage with, understand, and advocate for just transition pathways (including the concerns of farmers).

Key findings

• Knowledge exchange between alliance members is invaluable, such as sharing projects and work streams relevant to the overall movement
• Members need support on less and better messaging to better communicate the Better by Half Roadmap
• Eating Better must adapt our language and tactics depending on different contexts, whether that be different nations of the UK or different food policy arenas.

Recommendations for further work

• Creation of messaging guides to support our members in tailoring their communications and language on less and better with external audiences
• Deep dives needed on retail and food producers to increase collective alliance knowledge on these topics
• Better coordination across the alliance on policy advocacy related to healthy and sustainable diets

Poster Presented at the AFN Big Tent 2025