Man Spread

When it comes to being environmentally conscious, there is a green gender gap according to research. Men who want to be seen as macho – even if they care about climate change – tend to make non-sustainable choices. But why not have it both ways? Be a man and save the environment with ‘Man Spread’, a highly nutritious and protein-rich bread spread. It’s based on protein sources like hemp, yeast and spirulina. Josef Zeppe offers a sustainable alternative to conventional fitness products for those that might initially avoid everything labelled ‘eco-friendly’. In doing so, Josef demonstrates that affirming the consumer's masculinity can ease them into buying sustainable products, while slowly changing what we consider to be manly.