The conventional meat industry should take seriously the implications to their business model of the shifting sentiments around meat, and act accordingly to diversify into alternative proteins. This won't be the last such commitment (I anticipate these will pick up substantially as broader consumer and government awareness increases around issues like climate and animal welfare), and this potentially has serious repercussions for sales.
Is this a world's first? Last week, Jumbo Supermarkten, the 2nd largest supermarket chain in the Netherlands, decided to stop all meat promotions. On the back of it, the company updated its commitment to accelerate the protein transition, making sure 50% of the protein on its shelves from 2025 is from animal sources and 50% is plant-based and rising to a 60:40 split in 2030. Is there any other big supermarket chain in the world that has made such bold move to end all discounts and other bargain deals involving beef, pork and chicken? Nusa Urbancic Martin Bowman Alex Wijeratna Gemma Hoskins Reinhild Benning Peer Cyriacks Carlos Bravo Villa Alexander Liedke Amali Bunter Bertrand SWIDERSKI Godo Röben 🌱Niklas Oppenrieder Pieter de Pous Alex Holst Faustine Bas-Defossez Wouter Kolk Robin Willoughby https://lnkd.in/eBj_KGQd