Green promises, no actions in supermarkets

Although supermarkets claim to prioritize sustainability, there appears to be a stark contrast between their aspirations and their actual deeds. The 'Green Superlist 2023', published by think-tank Questionmark in collaboration with leading environmental organizations, indicates that major supermarkets still lag significantly in fulfilling their eco-friendly promises.

According to this list, supermarkets continue to pave the way for excessive meat consumption in the Netherlands, despite their green image. Concrete steps to make their product range, advertising strategies, or store layouts more sustainable are often missing.

The report examines the seven largest supermarkets in the Netherlands across various sustainability themes such as climate policies, protein transition, and packaging. Charlotte Linnebank, director of Questionmark, stresses that the majority of supermarkets primarily focus on written policies without tangible change in practice. However, there are some standout performers: Ekoplaza, Lidl, and Albert Heijn lead as the most relatively sustainable chains.

Lidl’s Noteworthy Progress

Lidl deserves special mention for the significant strides it has made over the past two years. Their unique reporting on the origin, cultivation, and transportation of fruits and vegetables, as well as their active fight against deforestation due to palm oil production, is commendable.

Promotions and Advertising Boost Meat Consumption

The emphasis on meat promotions in advertising leaflets is noteworthy. Through bulk discounts, customers are encouraged to purchase more animal products, thus perpetuating higher consumption rates.

Less Meat, More Plant-Based

On the positive side, supermarkets have become more transparent about their sales of animal products, providing an opportunity to boost the sale of plant-based alternatives. Several supermarkets like Ekoplaza, Dirk, and Lidl are already making strides in this direction.

Yet, the overall conclusion is clear: Dutch supermarkets have a long journey ahead to meet their sustainability promises. The era of mere lofty words seems to be over; tangible action is now imperative.

Read the 'Green Superlist 2023' (Dutch only)
Thequestionmark.org