Dutch supermarket chain Jumbo will be the first in the Netherlands to stop fresh meat promotions. The chain wants to contribute to the transition to a more plant-based diet.
This decision has been made following requests from animal welfare organisations and will apply to all in-store and online fresh beef, pork and chicken by the end of May.
By 2025, the supermarket chain wants 50% of the protein products it sells to be of plant origin. By 2030, this figure should rise to 60%.
Animal welfare organisation Wakker Dier has been campaigning against cheap meat promotions since 2010. It therefore responded with great satisfaction to Jumbo's "act of courage," a spokesperson stated last Friday.
"Meat promotions drive up sales enormously. And animals are paying the price with deplorable living conditions." Wakker Dier now hopes that other supermarkets will follow suit.
Jumbo is also looking into the possibility of developing meat substitutes, so that consumers consume more plant-based protein.
