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 associated with industrial farming and to consider expanding into plant-based sources of protein. Among the companies contacted were Kraft Heinz, Nestle, Unilever, Tesco, and Walmart, according to a statement by the Farm Animal Investment Risk & Return Initiative, the group behind the investor action. Jeremy Coller, founder of the FAIRR initiative and chief investment officer at Coller Capital, warned of the potential financial, social, and environmental consequences of relying heavily on factory-farmed livestock to meet the increasing global demand for protein. He highlighted the pollution, safety, and welfare issues associated with intensive livestock production and emphasized the inability of the industry to keep up with the expected growth in global protein demand. Coller stated that investors are interested in whether major food companies have a plan to address these concerns and take advantage of the expanding plant-based protein market, which is projected to grow by 8.4 percent annually over the next five years. The campaign, based on a study by Oxford University, suggests that by 2050, $1.5 trillion in healthcare and climate change costs could be saved if people reduced their consumption of meat. According to a spokesperson, forward-thinking companies can promote sustainable diets by decreasing reliance on meat and promoting plant-based protein alternatives. This approach can also make companies' protein supply chains more resilient to future challenges. FAIRR has reached out to various companies including 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.