Grass derived food ingredients: Consumer Insights and Environmental Assessments from the Pasture to Plate Project

Sustainable food production is critical for ensuring food security and environmental protection. The Pasture to Plate project investigates the potential of grass as a novel food source by developing technologies to extract essential ingredients such as oils, proteins, and vitamins. This study examines UK consumer perceptions of grass-derived ingredients and their willingness to include these in their diets. A survey of 990 participants, categorized as meat avoiders, reducers, and consumers, highlights key factors influencing acceptance, including age, dietary habits, perceived benefits, social influences, and personal attitudes. The study emphasizes the need for consumer education to enhance acceptance by informing the public about the nutritional value, safety, and sustainability of grass-based ingredients. Additionally, an environmental impact assessment of producing 1 kg of protein powder was conducted using SimaPro 9.1.0.11 software and the ReCiPe 2016 Midpoint (E) methodology. This assessment examined impact categories such as human carcinogenic toxicity, freshwater and marine ecotoxicity, global warming, and more. To ensure accuracy, the next steps involve reconfirming mass balances, evaluating plant performance scenarios, conducting sensitivity analyses, and finalizing the Life Cycle Assessment (LCA). These efforts aim to refine environmental impact data and support the adoption of grass derived. The findings show an overall openness from respondents to trying unfamiliar foods which could indicate that grass-derived ingredients could be well received in the market. However, the findings emphasise the importance of educating consumers regarding grass-based ingredients, their nutritional benefits and safety, to enhance consumer awareness and consumer confidence. Without this education grass-derived ingredients may struggle to gain a positive reaction in the human diet