Column Pieter Vos: No pain, no push

The protein transition is stagnating. The tipping point, crucial for a greener society, seems to be receding further and further into the future. The Central Government, in its campaign to nudge the public, suggests, “Give meat alternatives a try, opt for seasonal products, and measure your meals.”

The underlying assumption here is that we're all 'doing our bit' to reduce our CO2 emissions. Well, that's debatable. Regardless, the campaign insists that we need to take 'even bigger steps. For the present and the future. For us and for the climate.' I couldn’t agree more. However, the rather tepid tools and tips they present to achieve this are almost comically underwhelming. If this is the 'push' that will motivate the average citizen to rescue the climate, steer the energy transition right, and accelerate the protein transition, it doesn't instill much confidence in a positive outcome.

For a breakthrough, what’s truly needed is a genuine shift in behaviour. And we all know just how challenging that is. It's human nature: habits and routines gradually solidify into entrenched patterns, especially for those who’ve been around the block a few times. Until we personally feel the discomfort prompting change, we’re not likely to budge. Perhaps the heatwaves, hailstorms, and floods in various European holiday destinations sparked some reflection? Yet, most travellers are now safely back home, any momentary climate concerns swiftly forgotten.

The one discomfort still palpably felt? The strain on our wallets. Current inflation rates aren't helping matters. In fact, this individually felt pinch is hindering the necessary change. The government should play a much larger role in guiding the transition to a better, greener world. After all, this issue is far too complex for the individual to tackle alone. So, I have a tip for the government: start focusing on truly transformative incentives.

Of course, I know, that would require some vision.

Pieter Vos
Director Nutrilab