Strategy is all about being different and choosing a unique and valuable position, and conducting activities that are hard to match and copy. The adoption of strategic sustainability measures, e.g. focusing on plant-based food, is one of those strategic differentiators that generate a competitive advantage and therefore, results in above-average performance.
Although most businesses are in some form of another adopting sustainability practices; more short-sighted companies may do so because they feel it's a strategic necessity that can ensure survival but not necessarily outperformance. Smart companies understand that, if done right, it generates a competitive advantage and therefore, results in above-average performance.
The trick is to create a circular-economy-based business model and adopt practices, such as sustainability measures, that enhance employee recruitment, engagement, and retention. Having the 'best' people is what in the end differentiate companies and allow them to occupy unexploited or underexploited positions in the market.