Francesca Biagioli The Dutch supermarket chain Jumbo has decided to end promotions on meat, so as to push customers towards a more plant-based diet. What is this initiative aimed at?
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Jumbo, a leading Dutch supermarket chain, has made a daring move to cease all meat promotions starting from next May. This decision is driven by a desire to promote more sustainable and healthy food consumption, encouraging customers to opt for plant-based products more frequently.
Jumbo’s commitment to sustainability
CEO of Jumbo, Ton Van Veen, stated that halting meat promotions is a significant stride towards their contribution to the shift from animal to plant-based proteins:
“By stopping meat promotion, we are making an important step towards our contribution to the protein transition from animal-based to plant-based foods. We realize that acceleration is needed, and hence we were the first on the market to make this move.”
From next month, there will no longer be temporary offers on fresh beef, pork, and chicken at Jumbo supermarkets. The company’s ultimate goal is to achieve an equal 50% plant-based and 50% animal protein product range by 2025.
This move aligns with recommendations from the Dutch Health Council and reflects a tangible commitment to reducing the impact of meat consumption on health, animal welfare, and the environment.
Widespread support and skepticism
Jumbo’s initiative has garnered widespread support from environmental and animal welfare organizations in the Netherlands. Notably, the Wakker Dier association praised Jumbo’s courage in prioritizing healthy and plant-based food.
However, this decision could not only affect food consumption in the Netherlands but also set a significant precedent for other supermarkets and distribution chains worldwide. It marks a bold step towards greater food sustainability and a greener future.
Yet, as often happens in such cases, not everyone is convinced that this move will be successful. Gino Van Ossel, a marketing professor at Vlerick Business School, commented:
“I don’t really think this will push people to eat less meat. Promotions have little long-term effect. They shift demand for a while, but just because there’s no longer a promotion doesn’t mean meat will no longer be eaten.”
For the supermarket, this noble choice comes with risks:
“There’s a chance of scaring customers away and losing them. Then they’ll buy their meat somewhere where it’s cheaper, and there they’ll also buy their coffee, pasta, and toilet paper.”
The outcome remains to be seen, but it undoubtedly represents a significant stance and an attempt that cannot be ignored.
Source: HLN
