The investors, which include the fund arm of insurer Aviva and several Swedish state pension funds, sent a letter to food companies on September 23, urging them to address the significant risks of industrial farming and consider expanding into 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, which organized the investor group. Jeremy Coller, founder of the FAIRR initiative and chief investment officer at private equity company Coller Capital, warned that the world's heavy reliance on factory farming to meet the increasing global protein demand could lead to financial, social, and environmental turmoil. Coller highlighted the pollution, low safety and welfare standards, and inability of the livestock industry to meet the projected rise in protein demand. He emphasized that investors are seeking information on whether major food companies have plans to avoid this potential crisis and capitalize on the growing plant-based protein market, which is anticipated to expand by 8.4 percent annually over the next five years. The campaign is based on a study from Oxford University which suggested that by 2050, $1.5 trillion could be saved in healthcare and climate change-related costs if people reduced their consumption of meat. Companies are being urged to promote more sustainable diets by reducing meat reliance and increasing the market for plant-based protein alternatives. This would also make their protein supply chains more resilient to future shocks. FAIRR has 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.