We all know that eating plants is better for us, for the environment and for the restaurant operator’s budget. But for flexitarians and carnivores looking to eat less meat, the idea of eating plants doesn’t always feel as satisfying — or to some, as nutritionally balanced — as a meal should be. Being reminded that they’re not eating meat doesn’t help. Enter the Better Buying Lab (BBL), a department of the World Resources Institute that helps businesses reframe their marketing of plant-based foods. Fast Company reports that following BBL’s principles helped one U.K. grocery store selling “meat-free sausages and mash” (to weak sales) make the change to “Cumberland-spiced veggie sausages and mash,” resulting in a 76 percent jump in sales in two months. They have also advised Panera and Google with similar efforts. BBL recommends companies avoid such terms as vegan, vegetarian, meat-free, or other health-restrictive terms such as low-fat, and embrace terms related to provenance, flavor, and look and feel.