News & insights / Case studies / 30.04.26

Feed People Well: Honest Greens

Founded in Spain in 2017, Honest Greens is a joint venture among three friends — Christopher, Rasmus and Ben — who wanted to create a space where food felt honest, fast, delicious and accessible to everyone. Today, the brand has 28 outlets across Spain, Portugal, Paris and London, all serving health-conscious, fast-casual food prepared from scratch with fresh, responsible ingredients.

“Food systems sit at the intersection of some of the biggest challenges of our time: public health, climate change, biodiversity loss and social wellbeing,” says Daniel Howes, Culinary Director. "Hospitality businesses serve millions of meals every day, meaning we have the power to shape habits, demand and supply chains.”

At Honest Greens, he explains, this means offering people truly nourishing and nutrient-rich food that’s also delicious, supporting their customers in building a positive, healthy and active lifestyle. At the same time, the goal is to reduce environmental impact by prioritising real ingredients, responsible sourcing and transparency. “When done right, this creates a virtuous cycle: healthier guests, more resilient supply chains, and a more sustainable food system,” he says.

Feeding people well at Honest Greens

So, what does this look like in practice? “For us, feeding people well means serving delicious real food, made from scratch. We follow the Mediterranean diet and use whole-food, minimally processed ingredients that are nutrient dense, free from artificial additives or refined sugars,” says Daniel. “It also means having our chefs design meals that are balanced, satisfying and energising. This matters because what people eat daily has a direct impact on how they feel — their energy levels, mood and long-term health. We want guests to leave our restaurants feeling better than when they arrived — not just full.”

Daniel says that this philosophy shapes every decision in the Honest Greens kitchens. “The result is a menu that is both craveable and nourishing.”

Ingredient choice: “We prioritise seasonal, whole foods and avoid processed foods. We use exclusively olive oil in our cooking and sauces.
Dish design: “We prioritise a Mediterranean diet, the benefits of which have been well studied. Plates are built around vegetables, whole grains and high-quality proteins, with a strong plant-forward approach.”
Cooking methods: “We use techniques that enhance ingredients' natural flavours — such as ageing meats, fermentation and grilling on open fire.”
Drinks: “We offer alternatives to sugary soft drinks, including own-made beverages, cold-pressed juices, kombuchas, and low-sugar options.”

In designing menus around healthier, more nourishing food, the team focuses on three key principles. “We prioritised these because they deliver benefits across the board: better nutrition, stronger flavour and lower environmental impact.”

Real Chefs, Real Food. “Every dish is crafted by chefs and made with care, transparency and passion,” says Daniel. “This is honest food, cooked from scratch and served with purpose.”
Mediterranean Heritage. “Menus are rooted in honest ingredients, seasonal produce and the soulful rhythm of Mediterranean living — a culture defined by sharing, flavour and authenticity.”
Open, Fire-Led Kitchen. Honest Greens is not a salad bar, Daniel emphasises; it is a kitchen led by fire. “This transforms ingredients, adds depth and character, and defines our differences.”

Diversity of ingredients plays another central role. “A diverse plate is not only more interesting — it is better for both people and the planet,” says Daniel. “We see diversity as a bridge between nutrition, sustainability and the culinary creativity of our chefs.” Increasing diversity in our diets supports gut health and provides a broader spectrum of nutrients, while building demand for a wider variety of foods encourages more resilient agricultural systems and reduces reliance on monocultures. "Fortunately, variety also creates depth, contrast and excitement in every dish.”

How people are central in feeding people well

Acknowledging that the process of feeding people well begins long before ingredients are delivered to their kitchens, Honest Greens has been careful to build long-term relationships with suppliers and farmers who share their values. “We work closely with suppliers to ensure freshness and seasonality, letting our menus evolve based on what is in season,” says Daniel. They source locally wherever possible, reducing food miles and supporting local economies, and prioritise producers who use sustainable methods, biodiversity and animal welfare.

What happens in-house matters, too, and Honest Greens recognises that their teams are key to delivering this mission. "We aim to build a culture where people feel connected to the food they serve and proud of the positive impact they are making in peoples’ lives,” Daniel tells us.

To accomplish this, they are deliberate about investing in training, educating employees on the Honest Greens philosophy and equipping them with the language to talk about the provenance behind their food and why this matters. With a chef-driven kitchen, upskilling is another core concern. “We work with real chefs who use the same techniques as fine dining restaurants, so we teach our teams these skills to best serve our customers every day,” he says. “We also teach leadership skills to our teams, empowering them to deal with the complexity of our operations.”

From the guest point of view, response has been overwhelmingly positive. “More people are looking for food that aligns with their values — healthier, more transparent and more sustainable,” says Daniel. “This approach has helped us build strong brand loyalty and grow across multiple markets. Importantly, it shows that doing the right thing can also be good business.”

For other hospitality businesses looking to enjoy similar benefits from serving healthy, sustainable food, Daniel's advice is simple: start with the fundamentals. “First, focus on ingredient quality and transparency, building strong supplier relationships,” he says. “Make constant small, consistent improvements and they will compound. Innovate — don’t imitate. Live in the future and try to anticipate what your guests will want tomorrow, instead of copying the trends of today.” For the team at Honest Greens, this means continuing to work on improving sourcing, reducing their environmental footprint and increasing plant diversity across their menus.

Food Made Good at Honest Greens

Honest Greens completed their first Food Made Good Standard evaluation in 2025. “We wanted a robust, independent framework to measure and improve our impact,” Daniel explains. “The process was both rigorous and insightful. It helped us identify strengths, uncover blind spots and benchmark ourselves against best practices in the industry. One of the most valuable aspects was seeing how interconnected different areas are, from sourcing to team engagement to waste reduction.”

He shares that completing the Standard has had a tangible impact on how they operate. “Receiving our report and score has helped us move from intention to action — turning our values into measurable progress.” This includes:

Clearer strategy: “The assessment provided a structured roadmap for improvement.”
Operational improvements: “We identified opportunities to reduce waste and optimise processes.”
Environmental benefits: “A stronger focus on sourcing and menu design has helped reduce our footprint.”
Team engagement: “The process created alignment and motivation across teams.”

You can find out more about Honest Greens on their website; we look forward to supporting them more as they continue to refine their strategy and find new ways to serve food that does good for their customers, communities and environment.

Our goal in sharing case studies from our Food Made Good network is to help you discover new actions you can take in your own business. If you’re looking for further inspiration, don’t miss our new global sustainability insights report, "Hospitality Rising: Global Challenges, Local Solutions”. Exploring the latest trends and influences shaping the sector, it’s packed with examples of smart sustainability initiatives from businesses of all shapes and sizes across the world. Download your copy here!

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