Despite the growing interest in plant based eating, many misconceptions still exist in relation to cost and maintenance of a nutritionally balanced diet preventing large sections of the population from considering a meat and dairy free diet. This reflects the need for further education in the variety of foods that are included in a plant based diet, and their nutritional values. 
Deliberately steering away from an emphasis on the ethical issues usually associated with veganism, the Eat More Plants campaign aims to inspire people to embrace a more plant based diet by providing them with accurate nutritional information and quick, easy to follow recipes. 
The goal is to motivate people to reduce their consumption of meat and dairy and demonstrate that essential nutrients can be effectively maintained within a plant based diet.

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