FRIENDS of the Earth has launched a scheme to encourage University of Portsmouth students to eat more meat-free meals.
Dubbed ‘Kale Yeah!’, the initiative will reward students with a free meal for every six vegetarian or vegan meals they eat at university canteens.
Rather than using a physical card, meals and loyalty points are logged digitally – so students will not need to carry a specific card around to take part.
Friends of the Earth is using the pilot to investigate whether a loyalty scheme can prompt behaviour change and create eating habits that could lead to a lower-meat diet.
The free reward meal can contain meat.