Nikon at Jones Beach Theater in Wantagh, N.Y., is one of 38 Live Nation venues to begin offering veggie burgers and other vegetarian options.
Live Nation’s new food sourcing initiatives came from CEO Michael Rapino’s dinner table. Rapino started the conversation about vegetarian menu options and humanely-raised meat products about four months ago and, in July, Live Nation officially announced its commitment to serve locally-grown produce (lettuce, tomatoes and onions) and meat products certified under animal welfare programs recognized by the Humane Society of the United States. In addition, the company will introduce a veggie burger and other vegetarian meal options in 38 venues across North America.
“Michael and his family … believe in the role of the community farmer and the role of the community in food,” said Brian Yost, Live Nation’s president of onsite products. “[They also] believe in humanely-raised meats.” After Rapino initiated conversations about vegetarian menu options for Live Nation venues, the company began exploring locally-sourced produce as well as humanely-raised meat products. The company enlisted the help of the Humane Society of the United States—which works with food companies to help make the products they serve better for animals—and celebrity chef and restaurateur Hugh Acheson, who was tapped to create a signature vegetarian meal item, still in development.
"As we were doing our research on [meat] products, what we found was that the Humane Society of the United States recognizes three certifications within the food industry for humanely-sourced product,” Yost said. “We thought, they’re the experts, so we should use the parameters they subscribe to in defining our program.”
The three certification programs the Humane Society recognizes are Global Animal Partnership, Humane Certified and Animal Welfare Approved. These programs audit for such standards as requiring freedom of movement for animals, the prohibition of growth hormones and other considerations that allow for animals to better express animals’ natural behaviors. Live Nation has committed to only serving humanely-raised hamburgers, hot dogs, Italian sausages and chicken tenders in its facilities.
Matthew Prescott, Humane Society food policy director, worked closely with Live Nation to change the way they buy and source meat products. “We provide these services 100 percent free of charge to every company we work with, whether it’s Burger King or Safeway or Live Nation,” Prescott said. “We are happy to help any company that wants to help animals.” He estimates that the percentage of humanely-raised meat products on the market is relatively low in comparison to products that come from factory farms where animals are often confined to small cages or crates, or subject to other poor living conditions.
Prescott touted Live Nation’s new commitment as part of a nationwide shift. “I think it’s a sign of changing times when you have companies ranging from Live Nation to Burger King … to even companies like Jimmy Dean and Oscar Meyer, all creating these animal welfare policies to improve treatment of farm animals and adding more vegetarian options to their menu as well. We see this kind of across the board now,” he said. “There’s no doubt that animals that are treated better are more appealing to customers, whether from a product quality perspective or from an ethical perspective.
“I think it’s a smart business decision for Live Nation and for many other companies that are doing this to capitalize on the hugely-growing consumer demands for humanely-raised products and more plant-based foods,” Prescott added. “We see people who eat meat most days of the week now actively searching for vegetarian items to incorporate into their diet, whether just to spice things up … or to try and eat a little bit healthier. … So I think it’s a good business decision on top of a good ethical decision.”
Although Live Nation will see an increased cost in purchasing meat products that have been certified as humanely raised, the company does not plan to pass it on to customers. “Yes, there is a huge cost difference. But Live Nation has made the decision to absorb those costs internally,” said Yost. “It’s the right thing to do. … We estimate those costs to be about a million dollars a year. And we’re not asking our concessionaire partners to absorb those costs. It’s coming out of our wallet.”
Additionally, plant-based menu items have and will be introduced in all of Live Nation’s venues in an effort to cater to more fans. Venues have already started serving the new veggie burger, which Yost describes as high-quality, and better than your average Gardenburger. These burgers will soon be offered alongside chef Acheson’s signature vegetarian meal option, a rice bowl that will have a variety of toppings.
“We were looking for someone who could help us to both articulate our mission and frankly offer some food and beverage expertise as it related to the development of our vegetarian items,” said Yost of Live Nation’s decision to partner with Acheson. “Hugh is passionate; he is articulate; he is incredibly adept and well-prepared … and frankly that’s the way he sources and the way he produces food in his three restaurants in the Georgia market.”
Live Nation serves more than 800,000 meals in its amphitheaters each summer, and has stated that it is aiming for 100 percent compliance to its new policies of serving humanely raised meat products and local lettuce, tomatoes and onions.
Interviewed for this story: Matthew Prescott, (301) 721-6422; Brian Yost, (702) 933-3300