No more deals for meat
21 March 2024
The Dutch second-largest supermarket chain, Jumbo, has announced it will end discounts and bargain deals for meat to encourage a transition to plant-based diets. "This is probably unique for supermarkets across Europe," campaign activist Collin Molenaar from Wakker Dier, a Dutch animal welfare organisation, said in reaction.
This initiative aligns with the Dutch government's 2030 goal, which aims for only 50% of the protein consumed to originate from animal sources, a target several supermarket chains have pledged to support. The current average is approximately 60%.
 | Nathan Domon The Netherlands presents an interesting paradox: the Dutch have the highest per capita consumption of plant-based foods in Europe. Yet, at the same time, the Netherlands is Europe's largest meat exporter, supported by a strong agro-industry lobby and a pro-farmers party that is likely to join the next government. |
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