Before working on consumption, WWF looked at the existing advice about food choices. We saw that this was already a very crowded area and we didn’t want to add to the maelstrom of information. We had already noticed that the environmental ’hotspots’ had much in common with the health ones. In an attempt to bring some of these messages together, we decided to look at current governmental eating advice – the Eatwell plate – and to see how it could be adapted to include the environment. The idea was to produce a definition of a sustainable diet that is nutritionally.
