What’s a portion of vegetables? Meatless Farm launches plant-based APM

Meatless Farm has launched a plant-based APM as research revealed 96% of Brits don’t know what constitutes a portion of vegetables.

The APM – which is a planty twist on an ATM/cash machine – will dispense free vegetables and plant-based food to consumers. The APM can be found at the iconic BOXPARK Shoreditch on Thursday 19th January between 9am and 6pm.

Eat One Million More Plant-Based Meals

The APM is part of our initiative to help people eat one million more plant-based meals, and our team will also be giving away fresh vegetables, packs of seeds and our Plant-Based Mince all at the touch of a button.

It comes after our research showed a staggering amount of Brits don’t know what counts as a portion of vegetables. Furthermore, 87% don’t eat their recommended five portions a day. This highlights that the UK population lacks both plant-based consumption and knowledge.

Flex Your Thing & Eat More Vegetables

Our recent survey showed that just 6% of consumers currently take part in Meatless Monday, yet 49% feel more inspired to ‘Flex Your Thing’ and try new and exciting recipes on a Friday. This is aided by the fact that 46% of Brits are now staying in on a Friday to cook instead of going out, due to the cost of living crisis.

On the back of this, Meatless Farm is launching ‘Flex It Friday’ with creators and foodies across our Instagram and TikTok channels creating exciting plant-based recipes to enjoy on a Friday night.

Morten Toft-Bech, founder and CEO of Meatless Farm, said: “We’ve always been about encouraging meat eaters to eat more plants.

“Our products help people do that but there is also a bigger conversation to be had around British food culture. Meat still sits at the heart of most plates, simply because of availability and familiarity,” he added.

“Enjoying more plants as part of a healthy diet can have a huge impact on our health and the planet. This is why we’ve launched the world’s first APM.

“We want to make it easy for people to flex the traditional meaty dishes they love and help people to eat more plants at a time when people are feeling the pinch.”