The global rise of industrial animal farming has serious environmental and public health impacts, especially in low- and middle-income countries (LMICs) where awareness about plant-based alternatives is limited. While these regions often have traditional plant-based dishes, cultural perceptions and economic factors can make dietary shifts challenging. One potential approach could involve adapting successful vegan outreach models to fit local contexts in LMICs—combining education, accessibility, and cultural relevance to encourage sustainable food choices.

A Hyperlocal Approach to Dietary Change

Instead of replicating Western-style vegan campaigns that focus on meat substitutes or imported ingredients, this initiative could emphasize culturally familiar plant-based foods. For example:

• Working with street vendors to promote affordable, traditional meat-free dishes
• Partnering with schools to introduce locally sourced plant-based meals
• Collaborating with influencers to highlight the health benefits of existing dietary traditions

Digital tools like WhatsApp or community radio might be used to share recipes and nutrition information in local languages, making the messaging more accessible.

Building on Existing Structures

Rather than starting from scratch, the project could leverage existing networks:

• Partnering with local healthcare workers to address protein myths
• Engaging religious or ethical communities that already practice plant-based eating
• Connecting with smallholder farmers who grow pulses and vegetables

These collaborations could create a more natural transition, with less resistance than outright advocacy against meat consumption.

Testing the Waters with an MVP

A simple way to begin might involve launching a pilot program in one city—say, a 30-day plant-based challenge via WhatsApp groups. Participants could receive:

• Daily recipes using available ingredients
• Nutrition tips from local health workers
• Support from community leaders

Success could then be measured through surveys and health metrics, providing data to refine the approach before wider implementation.

The key would be balancing education with practical solutions—making plant-based eating not just an abstract ideal, but a realistic, desirable, and culturally relevant choice.