Jamie Oliver spearheads new campaign urging Britons to eat more fibre to combat cancer
Jamie Oliver is among several celebrity chefs who have backed a national campaign to double the UK’s bean consumption by 2028 after a new report revealed a lack of beans was linked to 9,000 premature deaths each year in the UK.
The TV chef is joined by Chef Hugh Fearnley-Whittingstall and major supermarkets including Tesco to support the “Bang in Some Beans” initiative led by The Food Foundation and Veg Power.
Speaking as the campaign was launched, Oliver said: “It’s no secret that I love beans. Not only are they delicious and affordable, they’re plant-based powerhouses that are packed with fibre, are an excellent source of protein and will live happily in your store cupboard for years.”
“If there’s one thing we should eat more of, it’s beans.”
The move hopes to remind Britons of the health benefits, affordability and positive environmental impact of eating more beans and other legumes.
Beans are rich in fibre, protein and micronutrients such as potassium, magnesium, iron and zinc, as well as being low in fat and cholesterol-free.
While only 4 per cent of people in the UK consume enough fibre, a lack of fiber consumption is linked to around 28 per cent of bowel cancer cases across the country.
Additionally, according to health experts, only 17 percent of the public consumes the recommended five fruits and vegetables a day.
According to The Food Foundation, beans offer a “win-win-win” solution with their nitrogen-fixing properties, helping to improve soil health, reduce reliance on fertilizer and support biodiversity goals.
Supermarkets have also gotten in on the act, with Lidl pledging to increase sales of bean products by 50 per cent by 2028, Sainsbury’s pledging to increase bean and pulse sales tonnage and M&S aiming to increase sales of long-life bean products by 15 per cent.
Other retailers such as Waitrose and Ocado have also said they will introduce more pulses to their customers.
Food production is a major contributor to climate change and is responsible for around a quarter of global greenhouse gas emissions, with around three-fifths coming from meat production emissions.
In comparison, beans have a low carbon footprint, accounting for only 1-55 of the greenhouse gas emissions equivalent to the average amount of beef.
Chef Hugh Fearnley-Whittingstall said: “Beans are great for your health and are full of fibre, protein and micronutrients. Simply put, we should all be eating more of them.”
“The Bang in Some Beans campaign brings chefs, influencers and food businesses together so we can all get excited about trying new bean recipes, whether it’s discovering exciting dishes from around the world or simply giving beans a great boost by adding them to family favourites.”
The campaign reached 750 primary schools in England, Scotland and Northern Ireland, prioritizing poor schools. This included speaking to caterers, teachers and parents to increase bean intake at school and promote bean-rich recipes.
This has been extended to the University of Kent, where nearly half of students experience food insecurity on campus.
This initiative is part of the Wider Beans Project, funded by a £1.4 million grant from the National Lottery Community Fund’s Climate Action Fund. The 10-year program has been allocated £100 million to support community-led climate action across the UK.
