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Overview
Overview
To increase consumer demand, #BeansOnTheMenu invites restaurants, caterers, cafés, schools, and other food providers to make beans and other pulses a visible, desirable food choice by including them on menus. This initiative highlights the unique role chefs and food service managers can play in showcasing the versatility and tastiness of beans while influencing dietary trends and behaviours towards affordable, healthy, delicious food choices. Be it NYC, Nairobi, the UK to Singapore – we have tested variables in cities, experimenting with messaging, messengers, including the involvement of government actors, influencers, and chefs, in office canteens, older adult community homes, universities, quick service restaurants and fine dining:
100 + restaurants
6 city agencies in NYC
17 million + influencer reach in Kenya
The Chefs’ Manifesto is an integral partner in #BeansOnTheMenu, promoting the initiative within their community and beyond.
Thank you to all of the chefs who are championing beans!
Key actors
Key actors
Chefs
Food service and catering companies
F&B businesses
Restaurants
Local governments
Public and Private Institutions
120+ global Beans is How coalition partners
Sustainable Restaurant Association
Blue Earth Summit
Eaters!
Alignment with the EAT-Lancet Commission
Alignment with the EAT-Lancet Commission
The Beans is How Theory of Change provides a clear framework to drive systemic change by increasing global bean consumption. It focuses on two key pillars: creating demand for beans as a sustainable, nutritious food choice while simultaneously working with a robust partner network to create an enabling environment to support market transformation and address barriers. Four priority countries were identified—Kenya, India, the United States, and the United Kingdom. In 2024, we tested and learned in these markets by tailoring our strategic approach to unique local contexts and laying the groundwork for impactful action through partner collaboration. In 2025, we are bringing this to scale.
Lessons Learned
Lessons Learned
People love to eat beans! When served as a delicious dish, beans are a highly desirable choice for those looking to have an affordable, nutritious and delicious meal out, that is also doing good for the planet.
Each context is different, influencers work great for foodies and conscious youth, government involvement is a boost for public procurement.
Next steps
Next steps
Get more #BeansOnTheMenu worldwide!
Talk to use about how you can incorporate beans into your next event catering moment
Continue to scale the positive impact beans have on both people and planet
For more information please contact: info@sdg2advocacyhub.org
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