Building on the success of their initial collaboration, The First Group and Switch Foods are proud to announce their renewed partnership for Veganuary 2025, marking another milestone in sustainable and innovative dining. This partnership, announced earlier this year, highlights The First Group’s commitment to sustainability and innovation, reflected in the sale of 3,470 vegan dishes in 2024, significantly reducing environmental impact.
Since January 2024, The First Group has embraced Switch Foods’ Vegan & NON-GMO certified plant-based meat products to create an array of delectable, eco-conscious menu offerings. Popular dishes include the Vegan Switch Burger, Vegan Nachos, Switch Kofta Wrap, and the Switch Vegan Pide. Over the past year, The First Group purchased 1,050 kilograms of Switch Foods’ plant-based meat, helping to reduce 94,500 kilograms of CO2 emissions, preserve 340,000 square meters of agricultural land, and conserve 18.9 million liters of water. These achievements underscore the transformative potential of sustainable dining practices in the hospitality sector.
Mark Pattern, Senior Vice President – Food & Beverage at The First Group, stated:
“Our mission at The First Group goes beyond exceptional dining experiences—it’s about creating meaningful change. Through our partnership with Switch Foods, we’ve not only delighted guests with innovative plant-based options but also contributed to a healthier planet. We’re excited to celebrate this milestone and encourage even more sustainable dining choices.”
Guests can continue to enjoy Switch Foods’ plant-based dishes across The First Group’s portfolio of outlets, including popular destinations such as The Blacksmith Bar & Eatery, Aaliya Shisha Lounge, Ikigai Resto & Bar, and more.
Edward Hamod, Founder & CEO of Switch Foods, remarked: “At Switch Foods, we believe in the power of partnerships to drive meaningful change, and our ongoing collaboration with The First Group exemplifies this commitment. This Veganuary, we’re proud to celebrate The First Group’s continued dedication to sustainability through their embrace of plant-based innovation—not only during Veganuary but throughout the year.”
The First Group and Switch Foods are leading the charge in sustainable dining, inspiring both patrons and industry peers to embrace plant-based choices. This Veganuary, the partnership aims to build on its success, redefining dining experiences while continuing to protect the planet.
We invite guests to join this movement by exploring these sustainable and delicious menu options at our outlets.
