Celebrity Chefs Rally Brits To 'Bang In Some Beans' And Boost Legume Love

Britain's Bean Revolution: A Celebrity-Led Campaign

Jamie Oliver and Hugh Fearnley-Whittingstall, two of the UK's culinary giants, are spearheading a bold new campaign to get Brits to embrace the bean. With the ambitious goal of doubling the nation's bean consumption by 2028, these celebrity chefs are joining forces with supermarkets to make legumes the new kitchen staple.

The campaign comes at a crucial time as the UK grapples with health issues linked to poor diets and rising food prices. Oliver, a well-known advocate for healthy eating, passionately declared, "It’s no secret that I love beans. Not only are they delicious and affordable, they’re plant-based powerhouses that are packed with fibre, are a brilliant source of protein and live happily in your store cupboard for ages. If there’s anything we should be eating more of, it’s beans."

Supermarkets Join the Bean Bandwagon

Several major supermarkets are backing the "Bang in Some Beans" campaign with pledges to boost bean sales. Lidl aims to increase the volume of all bean products by 50% by 2028, while Sainsbury's is focusing on enhancing sales tonnage for beans and pulses. M&S is also on board, committing to a 15% rise in volume sales for ambient bean products. Waitrose and Ocado are planning to ramp up their legume advertising efforts.

The push for more legumes is not just about health – it's also about sustainability. Beans are not only high in fibre (an essential nutrient that only 4% of Britons get enough of), but they are also significantly cheaper and more environmentally friendly than many other protein sources. A recent report from the Food Foundation highlights that to align with the Eat-Lancet's planetary health diet, the UK's bean consumption needs to increase sevenfold.

Paving the Way for a Greener Future

Food production is a major contributor to climate change, accounting for about 25% of global greenhouse gas emissions. A significant portion of these emissions stems from meat production, making a shift towards plant-based diets a pressing necessity. While it takes a whopping 15,400 litres of water to produce 1kg of beef, beans require only about 5,000 litres for the same amount.

Hugh Fearnley-Whittingstall emphasizes, "Beans are fantastic for your health and are packed full of fibre, protein, and micro-nutrients. Put simply, we should all be eating more of them." The campaign is a collaborative effort, bringing together chefs, influencers, and food businesses to inspire Brits to explore new beany recipes.

Call to Action: Join the Bean Movement

The Food Foundation is calling on more chefs, retailers, and restaurant chains to join the bean movement. Rebecca Tobi, head of food business transformation at the organization, asserts, "Beans are a win-win-win for our health, the environment, and our wallets at a time when food prices continue to rise."

With two-thirds of the population eating less than a single portion of beans a week, the campaign aims to ignite a culinary revolution. The goal is to inspire the UK to explore a variety of bean dishes, from chilis and stews to curries and salads. More businesses are encouraged to sign up and play their part in boosting bean consumption for both people and the planet.