Brentford FC’s decision to swap beef burgers for wild venison in the name of sustainability might sound like progress, but the numbers tell a different story. As a fan of the forward-thinking west Londoners, I believe they could have used their platform to make a far bigger impact.
Yes, venison produces half the emissions compared to beef, but both remain firmly at the bottom of the sustainability league. Meanwhile, plant-based options slash emissions by 95% compared to beef and nearly 90% compared to venison. That’s not a marginal gain, it’s a transformative shift.
According to My Emissions’ carbon food calculator, the footprint per kilo is stark:
- Beef: 43,330 gCO2e (carbon rating: E)
- Venison: 20,986 gCO2e (carbon rating: E)
- Tofu: 1,856 gCO2e (carbon rating: B)
Brentford claims an 85% reduction by switching to venison, but swapping one animal protein for another is a limited move. The real climate wins come from reducing animal proteins altogether.
Making headlines vs making an impact
Plant-based alternatives consistently deliver lower emissions, reduced land and water use, and have massive health benefits, all without relying on wild animal populations or creating biodiversity trade-offs. And unlike venison, they can scale to meet demand ethically and efficiently.
It’s also important to be cautious about greenwashing. Sustainability isn’t just about making a change that looks good in headlines, it’s about measurable, systemic impact. When businesses frame meat-for-meat swaps as major climate victories, it risks misleading fans and undermining genuine progress. Transparency and data-driven decisions are key to building trust and driving real change.
Football clubs have enormous influence. Fans want great food on matchday, and plant-based burgers, sausages, and dairy alternatives can deliver that without the environmental penalty. Clubs like Tottenham have already introduced plant-forward menus, proof that innovation is possible and popular.
So what’s the solution? Go plant-first. Make plant-based options the star of the menu, supported by clear carbon labelling and fan education. Clubs can also incentivise low-carbon choices and collaborate with plant-based innovators to create dishes that feel exciting, and not compromises. This isn’t about saying meat is “okay”, it’s about setting a clear direction toward a lower-carbon future and giving fans the tools to make better choices.
If sustainability is the goal, Brentford’s move feels like a cautious play when bold action is needed. Plant-based shouldn’t be sitting on the bench, it should be leading from the front.
Luke Byrne is innovation and sustainability director at This
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