Scientists from Oxford University are to conduct an experiment into looking at ways that supermarkets can modify customer shopping behaviour. Supermarket chain, Sainsburys are one of the key collaborators in the study, which aims to encourage shoppers to spend more on fresh fruit and vegetables as well as reduce meat consumption. The Wellcome Trust programme, Our Planet, Our Health are funding the research as part of their aim to improve human health in a world going through profound climatic change. The effort is underpinned by the belief that eating more vegetables and less red meat will benefit the health of the people as well as the environment. The company will be implementing a variety of methods across some of its stores to accomplish this during the experiment, including placing vegetarian alternatives on the same shelves as meat products; giving vouchers and loyalty points to shoppers who choose vegetarian products; and providing recipes and leaflets that outline how shoppers can eat less meat.