Customers are increasingly making spending choices based on ethical prerogatives. From concerns about the environment, to animal welfare, to fair trade, diversity and workers’ rights, morality is coming to shape purchasing decisions more than ever before. Consumers are beginning to opt for plant-based menu items, and are keen to know where their food comes from: a factory or a local organic farm, with animals allowed to range freely? A growing preference for plant-based dining reflects a concern for eco-friendly food and sustainability as well as animal welfare. Customers also want to know how food is processed: the full product story, from sourcing to growing methods, is becoming a selling point.