How To Get Meat Eaters To Eat More Plant-Based Foods? Make Their Mouths Water

Focusing less on the meat-free or health aspects of plant-based dishes, like this jackfruit burger — and more on their flavor, mouthfeel and provenance — could go a long way toward getting meat lovers to choose these options more often. That

Vegetable-based dishes may be better for the Earth but don’t always sound seductive on menus. Marketers, researchers and food chains think they know how to get meat lovers to make the swap more often.

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