Challenge Summary:

The global meat industry accounts for a significant amount of greenhouse gas emissions and is a leading contributor of other environmental impacts, such as land use change. In addition, the

consumption of meat poses different types of health risks to the final consumer. As such, it is

imperative to find new options for delicious meat-alternatives, particularly in the catering industry in our region (Turkey, Armenia, Georgia), where such options are currently limited. At the same time, we need to find new ways of convincing people to adopt these products and as a result, reduce their meat consumption.

We are looking for a solution that:

• Develops innovative, healthier meat-alternatives to be introduced to the regional market, with significantly lower carbon and water footprint, compared to conventional meat products and/or;
• Finds innovative ways to raise awareness and increase acceptance of these products by the final customer, including improving their understanding of the impact of meat consumption.