Jumbo to cease meat promotions

The Dutch supermarket chain Jumbo has announced it will cease meat promotions across all its stores and online. This initiative signals a significant shift in the supermarket landscape. It forms part of Jumbo's strategy to source sixty percent of its sold proteins from plant-based origins by 2030. This goal reflects a growing awareness of sustainability and health among consumers and businesses.

The change will come into effect from week 22 in 2024. This means temporary price promotions on fresh beef, pork, and chicken will be discontinued. Ton van Veen, CEO of Jumbo Supermarkets, explains that this move is crucial for the protein transition from animal to plant-based foods. Jumbo aims to achieve an equal distribution of 50% plant-based and 50% animal protein products by 2025. This intermediate goal is part of a larger ambition set for 2030.

Emphasis on affordability and sustainability

This decision aligns with Jumbo's commitment to offering customers affordable prices daily. It coincides with one of Jumbo's '7 Certainties', specifically guaranteeing affordable groceries. By ending meat promotions, Jumbo intends to encourage customers to choose plant-based options more often. The supermarket chain supports this by investing in knowledge about plant-based recipes and developing innovative, affordable, and flavourful plant-based products.

Additionally, Jumbo underscores the importance of collaboration with supply chain partners for further sustainability in the meat industry. The aim is to reduce the impact of food consumption on humans, animals, and nature. Jumbo's new direction mirrors a broader trend in the food industry, where sustainability and health are increasingly becoming focal points in business operations..

Jumbo.com