The investors, including 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 transition to plant-based protein sources. Kraft Heinz, Nestle, Unilever, Tesco, and Walmart were among the companies contacted, according to a statement by the Farm Animal Investment Risk & Return Initiative. Jeremy Coller, founder of FAIRR and chief investment officer at Coller Capital, warned of a potential financial, social, and environmental crisis due to the reliance on factory farmed livestock for protein. Coller emphasized the need for companies to develop strategies to avoid this crisis and capitalize on the growing plant-based protein market. The campaign is based on a study from Oxford University which suggests that significant cost savings in healthcare and climate change could be achieved by 2050 if people consumed less meat. The initiative aims to encourage companies to promote more sustainable diets by reducing meat consumption and expanding the market for plant-based protein alternatives. This approach would also make companies' protein supply chains more resilient to future challenges. FAIRR has also reached out to 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.