Publisher's summary

In 2024, Beans is How strengthened its commitment to its core objective: to double global beanconsumption, driving food systems change by increasing consumer demand for beans: “a simple and delicious solution to the world’s climate, health and cost of living challenges”.

This year, our campaign network grew, promoting beans as a vital solution to some of the world’s most pressing challenges and fostering a shared commitment to making beans visible, accessible, and desirable through the power of collective action.

With a focus on testing and learning in priority countries, we learned many lessons about the nuances required to have an effective approach with the most impact. Beans are experiencing a surge in popularity, particularly in the UK and the US, with influencers and food bloggers championing their taste, versatility and affordability, sparking a movement of home cooking and more plant-forward eating. We saw an increase in collaborative initiatives that championed beans across a diverse array of communications platforms, including legacy media outlets, beans as a trending topic on social media, beans on influential podcasts, and a plethora of new recipes created to resonate with both home cooks and food professionals.New research is also emerging which continues to position beans as an incredible solution and businesses are seeing new opportunities in bean-based products.

Looking ahead, we are excited to work with the Beans is How network to build upon the growing momentum in these priority markets, to get more #BeansOnTheMenu in retail and food service, including school meals and other social services. Champion voices and new global tools will continue to be a leading part of our strategy. While our campaign will continue to be global, we will encourage budding efforts in new countries and with new communities. We will nurture initiatives that support a market transformation, including increased pulse recommendations in dietary guidelines, new product innovation and favourable policies that support equitable and sustainable production by farmers.

See more here. Watch TABLE's video with BBC, can the humble bean solve the world's problems?