Who are meat consumers and how can they reduce their environmental impact? Above all, are they interested in improving their ecological footprint?

One of the aims of the LIFE Grace project is understanding how much and how Italian consumers are willing to adopt their habits regarding meat.

We know that recently there has been a trend towards reducing the consumption of meat either for ethical or for health reasons, notwithstanding the validity of these decisions.

The fact that the meat supply chains is removed from the daily city life has meant that we tend to ignore the relationship between a pasture and the purchased breaded cutlet. It is not unusual during children’s visit to educational farms, they show surprise when they see a cow, a pig or a sheep: a proof of the cultural distance that exists between "consumers" and the meat supply chain itself.

The conscious consumer is able to reconnect these relationships and consequently to make responsible choices, when. buying something. Recently also considerations on the environmental and ethical impact play a role. Concerns about land consumption, water consumption, greenhouse gas production, animal welfare and even vegetarian and vegan choices are gradually changing the identikit of the Italian consumer.

LIFE Grace adds a new ingredient to this algorithm, namely that of identifying a way of increasing animal husbandry that is not only sustainable but that has a positive impact on the nature conservation strategy. A pioneering concept that is almost absent in the culture of the average meat consumer.

Introducing the consumer to this "new" option means building new market opportunities and changing breeding strategies for the benefit of both farmers and nature.

The consumer then goes from being an unconscious market factor to a critical factor in favour of nature conservation.

Italians at the table: what is changing: research carried out by Censis in 2016, which offers a picture of the diet of Italians and social inequalities at the table in the period 2007-2015. The diet of Italians and the consumption of meat are very effective key to tell how Italian society has changed and above all how it is changing.

Scenarios and perspectives of the meat supply chain: Censis survey updated to 2022, relating to the vision of Italian consumers on meat consumption, perspectives and challenges of the poultry and pork sectors, sustainability and raw materials.