Restaurant Partner

Wagamama Logo

Industry Partners


George Monbiot, British Environmentalist

“The planet is in crisis, and animal agriculture is a key cause of the environmental emergency. To stand a chance of curbing carbon emissions, reducing pressure on land use and supporting wildlife, we need to address what we eat, and move towards a plant-based food system.   

Restaurants can play a central role in shaping this new reality, guiding people’s eating habits and reducing their own impact, by putting more plants on plates. This is why I’m supporting the 50by25 campaign – to help build a hospitality industry that supports the future of our planet.”

George Monbiot Portrait

Exose Grant, Masterchef The Professionals Finalist and Private Chef

“The plant-based market is growing. More people are trying out plant-based foods, and chefs are getting creative with their ideas. I have eaten many plant-based foods before, and there are so many good ideas that consumers are missing out on. I want to show what tasty food you can create with plant-based ingredients.”

Pioneering Chefs

Derek Sarno, Plant-based Chef and Co-Founder, Wicked Kitchen

“Chefs are the master artists of flavour, with restaurants as their canvases. By crafting plant-based dishes that put taste and satisfaction front and centre, chefs and restaurants can profoundly shift eating habits and attract a new wave of devoted customers. These plant-based menu items aren’t just alternatives; they’re top picks. This is where true innovation blossoms. It’s where sustainability pairs with ‘surprise and delight’, and what’s been missing are the culinary leaders who truly understand taste, choice and impact. In my journey, I’ve witnessed the magic chefs create with whole foods and groundbreaking plant-based ingredients. The 50by25 initiative is our call to action. By aiming for menus with 50% plant-based options by 2025, chefs, restaurants, and the entire food service industry can unite to pave the way for a future that’s as mouth-watering as it is sustainable.”

Steven Mangleshot, wagamama’s Executive Head Chef

“We’re told by science that what we eat is one of the most impactful choices we all have to reduce our footprint on the environment. In 2021, we made 50% of our menu plant-based, making it easier for our guests to support the planet, whilst spreading positivity, through our nourishing food, from bowl to soul.”

Alexis Gauthier, Chef Patron of Gauthier Soho

“Our Michelin-starred French restaurant, Gauthier Soho, committed to be entirely plant-based in 2021. The challenge French cuisine presents is one I am savouring and the creativity it has unleashed in me has kept our diners entertained, happy and surprised. Knowing our work is breaking boundaries whilst saving the planet and animals is so gratifying. 50by25 offers the opportunity for UK chefs to embrace all the goodness the plant kingdom has to offer and add a sustainability and kindness lens to their work.”

Media Partners

Restaurant Support

Industry Support

The Plant-it Food Co logo

Campaign Supporters

Freya Cox holding a cake

Vegan baker and Great British Bake Off contestant, Freya Cox

The Vegan Queens

The UK’s only vegan drag queen duo, The Vegan Queens

Co-founder of Leon Restaurants and the Sustainable Restaurant Association, Henry Dimbleby

Victoria Featherstone Pearce and dog

K-9 Angels founder, model and animal activist, Victoria Featherstone Pearce