Meatless Farm partners with Real Madrid Football Club

Plant-based food label Meatless Farm has partnered with Real Madrid Football Club to promote sustainable eating and educate customers about climate change.

The vegan food brand will be working with Real Madrid’s nutritionists to experiment and promote the use of plant-based foods within a performance-based diet.

“We are all familiar with Real Madrid’s success on the pitch and that comes from dedication and excellence behind the scenes – they excel in nutrition expertise and performance analysis,” Meatless Farm founder Morten Toft Bech said.

READ MORE: Néstle launches vegan KitKat chocolate bar

The news follows as Real Madrid became the first football club to sign up for the UN Global Compact Strategy, the corporate sustainability initiative.

In line with the initiative’s goal, Real Madrid is also redesigning its Bernabéu stadium to make it more sustainable.

“The relationship between a football club and its fans is unlike any other – it’s a close and lifelong commitment and Real fans around the globe are amongst the most dedicated, so the influence and reach that the club has is unparalleled,” Bech said.

“On top of that, they are one of the leading clubs for their sustainability commitments and research shows that their fans have a keen interest in health and environmental concerns, so the club shares our values but importantly so do their fans.”

FMCGMarketing

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