The investors, which include Aviva's fund arm and Swedish state pension funds, sent a letter to food companies on Sept 23 urging them to address the risks of industrial farming and shift towards plant-based protein sources. Among the companies contacted were Kraft Heinz, Nestle, Unilever, Tesco, and Walmart, according to a statement from the Farm Animal Investment Risk & Return Initiative. Jeremy Coller, founder of the FAIRR initiative, stated that the reliance on factory farmed livestock is unsustainable and poses financial, social, and environmental risks. He emphasized the need for companies to have a strategy to transition to plant-based protein markets, which are projected to grow by 8.4 percent annually over the next five years. The campaign is based on a study from Oxford University that suggests $1.5 trillion could be saved by 2050 if people eat less meat. The goal is for companies to promote more sustainable diets by reducing meat consumption and increasing plant-based protein alternatives. This will make their protein supply chains more resilient to future shocks. FAIRR also contacted other companies such as General Mills, Mondelez International, Ahold-Delhaize, The Co-operative Group, Costco Wholesale Corporation, Kroger Company, Marks & Spencer, Wm Morrison Supermarkets, Ocado, Sainsbury's and Whole Foods Market.