Category: Big Carbon Kick Out

Big Carbon Kickout: Rethinking Everyday Food Choices

Posted on by Kelsie Button

A Practical Approach to Lower Carbon Food

Big Carbon Kickout is built on a clear idea. Lowering the carbon impact of food should not rely on asking people to change their habits. It should come from improving the dishes they already enjoy. Led by Executive Development Chef Matthew Vernon, the initiative focuses on making small, practical changes within familiar menus. The aim is to deliver meals that meet customer expectations while reducing their environmental impact in a way that feels natural. Across Angel Hill Food Co. locations, this approach has already led to carbon savings of 112,929.9 kg CO₂e. This is equivalent to around 287,583 miles driven in a standard petrol car. In total, 38,387 lower carbon dishes have been served. These figures show what is possible when everyday decisions are approached differently.

Why Familiarity Matters

For Matt Vernon, success starts with understanding how people choose their food. Customers tend to return to meals they recognise. Asking them to move away from those choices can create a barrier. Instead, Big Carbon Kickout focuses on keeping those dishes on the menu, while improving how they are made. Recipes such as lasagne, cottage pie and beef chilli have been carefully adjusted through testing and feedback. The updated versions replace the originals, maintaining taste, portion size and value while lowering carbon impact. This approach removes the need for customers to make a conscious trade off. The better option becomes the standard option.

If you start by asking people to change what they eat, you create resistance. If you improve what they already enjoy, the change happens naturally.

Matt Vernon, Executive Development Chef

Designing Change Into the Dish

A key principle of the initiative is that sustainability should sit within the food itself, not alongside it. The Angel Hill hybrid burger is a strong example of this thinking. By combining beef with plant based ingredients, each serving reduces emissions by around 1.66 kg CO₂e. It still delivers 16 g of protein per 100 g, contains less saturated fat, includes added fibre and remains free from common allergens. The dish looks and feels familiar. The difference sits in how it is made. This model can be applied across menus. When the change is built into the recipe, uptake follows without the need for additional messaging or pressure.

What the Data Shows

The results from across Angel Hill sites provide a clear picture of how this approach works in practice.
Lower carbon dishes have been introduced across nearly 300 locations, with varying levels of uptake. Some sites serve smaller volumes, while others see higher demand. When combined, these contributions create a meaningful overall impact. Patterns in the data also reflect how customers engage with food throughout the year. Demand increases during busier periods, particularly in spring and summer, when outdoor events and barbecues are more common. These moments offer greater opportunities to reduce emissions, especially in areas where meat consumption is typically higher. The consistency between operational experience and reporting gives confidence that the approach is both practical and scalable.

Making Carbon Easier to Understand

Communicating carbon impact remains an important part of the initiative. Measurements such as kg CO₂e can be difficult to interpret in isolation. Translating those figures into mileage equivalents helps make them more relatable. Comparing a dish to the distance driven in a petrol car provides a clearer sense of scale. This approach supports more informed conversations with customers and helps build awareness of the impact of different ingredients, particularly beef.

Supporting Kitchens to Deliver

For kitchen teams, Big Carbon Kickout is designed to work within existing operational and commercial pressures. Adjusting ingredient balance can reduce reliance on higher cost items, creating more flexibility to refine recipes. Portion sizes remain consistent, and value is maintained for customers. In some cases, this also supports improved margins. The focus remains on delivering good food that works in practice. Sustainability is part of that outcome, not a separate objective.

A Simple Principle

At its core, Big Carbon Kickout is about making change feel straightforward. Customers are not asked to rethink their eating habits. Teams are not required to overhaul their operations. Instead, small improvements are made within familiar structures, allowing better choices to become part of everyday routines. As Matthew Vernon puts it, “Good food comes first. When you get that right and reduce the carbon impact at the same time, it becomes part of how you cook, not something separate.”

Big Carbon Kick Out: A Conversation with Matt Vernon

Posted on by Andrew Leedham

As pressure mounts on the food and hospitality sector to reduce environmental impact, the role of catering has never been more critical. Food sits at the intersection of sustainability, nutrition and human behaviour – and change at scale can only happen if solutions are practical, appealing and commercially viable.

Big Carbon Kick Out was created to address exactly that challenge. Rather than asking customers to change what they eat, the initiative focuses on rethinking how familiar, high-volume dishes are made – delivering meaningful carbon reduction without compromising on flavour, nutrition or experience.

We sat down with Matt Vernon, Executive Development Chef, to explore the thinking behind Big Carbon Kick Out, the data driving decisions, and why small changes applied consistently can deliver industry-level impact.

Matt, what problem was Big Carbon Kick Out designed to solve?

Matt Vernon:

We were seeing a real gap between sustainability ambition and what actually works in catering environments. There’s a lot of pressure to ‘do something green’, but often that results in niche menus or bolt-on initiatives that don’t scale.

Big Carbon Kick Out was designed to close that gap. Instead of asking customers to change their behaviour, we focused on changing the food itself – improving the dishes people already choose every day. That’s where scale, and therefore real impact, comes from.

Why was it important to focus on everyday dishes?

Matt Vernon:

Familiarity drives uptake. If you want carbon reduction to work at scale, you have to work with human behaviour, not against it.

When people recognise a dish and trust it, they order it without hesitation. That gives us an opportunity to reduce carbon quietly and consistently, without turning sustainability into a barrier or a ‘worthy choice’. The customer just experiences good food – and the impact happens in the background.

How did nutrition and data shape the development process?

Matt Vernon:

Nutrition was central from day one. We worked very closely with our nutrition team to ensure that any carbon reduction didn’t come at the expense of nutritional balance.

A lot of carbon impact sits in meat and dairy, so we focused on where those ingredients could be reduced or rebalanced responsibly. That doesn’t mean removing protein or satisfaction – it means rebuilding dishes intelligently using pulses, vegetables and technique to deliver the same experience in a lower-carbon way.

Can you share a clear example of the impact this approach delivers?

Matt Vernon:

Lasagna is one of the best examples because it’s a classic, high-volume dish. By reducing animal products by around 30% in our lasagna recipe, we saved approximately 162 kilos of carbon emissions per 100 portions.

To put that into perspective, that’s the equivalent of driving a petrol-powered car from London to Milan – from a single recipe change. When you apply that level of thinking across multiple everyday dishes, the cumulative impact becomes genuinely significant.

What has Big Carbon Kick Out achieved so far at scale?

Matt Vernon:

So far, we’ve served more than 3,000 Big Carbon Kick Out dishes, resulting in a saving of around 3,724 kg of CO₂e. That’s roughly the equivalent of driving over 9,500 miles in a petrol-powered car.

What’s important is that this impact hasn’t come from one big intervention. It’s come from lots of small, smart changes applied consistently. That’s the model we believe in – because it’s sustainable operationally as well as environmentally.

How are chefs responding to this way of working?

Matt Vernon:

Really positively. Big Carbon Kick Out respects the craft of cooking. It challenges chefs to think differently about ingredients and technique, but it doesn’t limit creativity or strip dishes back.

Once chefs see that customers still enjoy the food – sometimes even more – confidence grows quickly. It becomes something they feel proud of, not something they feel restricted by.

And how does this land with customers?

Matt Vernon:

That’s the real test – and it’s where the initiative has been most successful. Customers aren’t being asked to make a conscious ‘green choice’. They’re simply enjoying food that tastes great and feels familiar.

Sustainability becomes effortless. There’s no compromise, no lecture, no sense of loss – just better food with a lower footprint.

Looking ahead, what’s the next evolution of Big Carbon Kick Out?

Matt Vernon:

We’re continuing to expand the programme through new recipes, ingredient innovation and supplier partnerships. In some cases, we’re exploring ways to reduce animal products by up to 50%, while still delivering flavour, nutrition and satisfaction.

The ambition is for Big Carbon Kick Out to become a normal way of thinking about food – not a campaign, but a long-term framework for responsible, flavour-first catering.

From Initiative to Mindset

Big Carbon Kick Out demonstrates that carbon reduction in catering doesn’t have to be disruptive or restrictive. By focusing on everyday dishes, grounding decisions in nutrition and data, and empowering chefs to innovate within familiar formats, Angel Hill Food Co. is showing how sustainability can be embedded into daily operations – quietly, confidently and at scale.

For the wider catering industry, the message is clear: real change doesn’t always come from radical reinvention. Often, it comes from doing the basics better, more thoughtfully, and more consistently.

And when that happens, the impact speaks for itself.