Dutch government seeks ban on meat price discounting

The Dutch House of Representatives is once again increasing pressure on meat-related price promotions. A newly adopted motion aims to curb aggressive discounting in supermarkets. This puts the protein transition firmly back on the political agenda.

Motion puts pressure on supermarkets

The House has approved a motion to limit price discounting on meat. The trigger was Jumbo’s decision to reverse an earlier measure. The supermarket had previously stopped offering meat promotions but later reinstated them. Other chains did not follow that example.

The motion calls on the government to establish a legal basis. This should make it possible to introduce a ban on price discounting. A similar motion from 2022 was not implemented. Members of Parliament Ouwehand (PvdD) and Grinwis (CU) are now making a renewed appeal.

Protein transition as a driving force

According to several organizations, the measure is an important step. ProVeg Nederland, Transitiecoalitie Voedsel (TcV), TAPP Coalitie and others have expressed their support.

“With this step, the House shows that it takes the protein transition seriously,” says Joey Cramer, director of ProVeg Nederland. “For reasons including public health, climate and nitrogen challenges, animal welfare, and food security, we as a country need to move toward a diet with more plant-based products.”

Promotions and advertising, he says, play a key role in purchasing behavior. Without changes, progress will remain limited, according to the organizations.

Sector can already take steps itself

The parties involved emphasize that legislation should not be necessary. Supermarkets and retailers can stop price discounting on their own. According to them, this can also be achieved through joint agreements.

“Supermarkets and other retailers are, of course, free to stop price discounting themselves, as Jumbo has done before. There is no need for legislation: they can make joint agreements.”

Supermarkets are already working toward a shift to more plant-based proteins. The ambition is for 60 percent of sold proteins to be plant-based by 2030. According to the organizations, ending meat promotions would bring that goal closer.

Proveg.org