Achieving a nutritious diet with adequate calories in developing countries will require a substantial increase in greenhouse gas emissions and water use, scientists reported Monday, calling on high-income countries to accelerate the adoption of plant-heavy diets.
Researchers at Johns Hopkins University developed a model looking at how changes to dietary patterns across 140 countries would impact greenhouse gas emissions and freshwater use at the individual and country level, publishing their work in the journal Global Environmental Change.
They used the model to determine the per capita and countrywide climate and water footprints of nine "plant-forward" diets, which included no red meat, pescatarian, vegetarian without eliminating eggs and dairy, vegan, and others.
Keeve Nachman, the study's senior author, told AFP that much of the conversation about mitigating the effects of climate change "fails to recognise that many parts of the world are dealing with undernutrition."
"In order to get them to a place where they are not experiencing chronic undernutrition, they'll need to eat more, and accordingly, they'll need to increase their carbon footprint," he said.
"What that says to us is that in many high-income countries around the world, where we're consuming far more animal products than the global average, there's an increased urgency to start transitioning sooner rather than later towards some of these more plant-forward diets."
One encouraging finding, said the scientists, was that this goal does not necessarily require individuals to give up certain foods entirely.
Their modeling showed for example that a diet in which animal protein came mainly from low food chain animals, such as small fish and mollusks, had nearly as low of an environmental impact as a vegan diet.
They also found that reducing animal food consumption by two-thirds, termed going "two-thirds vegan," generally had a lower climate and water footprint than a traditional vegetarian diet which includes dairy and egg consumption.
Two-third vegan assumes a vegan diet for two out of three meals per day, with each meal providing equal caloric content.
"Some of the biggest barriers, speaking more as a person and less as a scientist, I think it can be difficult to grapple with the notion that I'm going to have to give up a single food forever," said Nachman.
"So I think what's exciting about some of the diets that we've modeled is, There are diets that don't require you to fully eliminate any particular animal products, it's all about more nuanced approach."
The study also found that a food's country of origin can have huge consequences for its climate impact.
For example, one pound of beef produced in Paraguay contributes nearly 17 times more greenhouse gases than one pound of beef produced in Denmark, a disparity linked to deforestation as a result of grazing land.
A separate report published Monday by the Food and Land Use Coalition calculated that wide-ranging reform in the way food is produced and consumed could unlock $4.5 trillion in new business opportunities each year by 2030.
It outlined ten transitions, including measures to protect and restore nature and climate, empowering indigenous communities, promoting a diverse and healthy diet and reducing waste, finding these would save costs of $5.7 trillion a year, more than 15 times the investment cost of $350 billion a year.
"You can both have a better climate and better growth," Ngozi Okonjo-Iweala, an ambassador for the coalition and former finance minister of Nigeria told AFP.
"We don't simply say to stop eating meat, moving towards a healthier, more plant-based diet is one of the transitions that we talk about. But another is practicing productive and regenerative agriculture" that rebuilds soil organic matter and restores biodiversity.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.