Jumbo's vision for a plant-based future

Over the past few years, we've seen how the supermarket chain Jumbo has been committed to promoting a plant-based diet. With the introduction of numerous vegetarian and vegan products, the store aims for a whopping 60% of the proteins sold to be plant-based by 2030. However, this ambition goes beyond just offering more plant-based items.

Connection to climate objectives

Jumbo's efforts in plant-based nutrition are closely tied to their climate goals. The supermarket has set a target to reduce their own operational CO2 emissions by 85% by 2030 compared to 2022 levels. Furthermore, they aim to cut down the CO2 emissions from their supply chain by 50%. CEO Ton van Veen emphasizes the importance of these goals: "A better balance on our plates leads to reduced CO2 emissions. We're determined to take responsibility in this aspect."

Collaboration for sustainability

Jumbo recognizes that achieving these objectives requires collective effort. That's why they collaborate with various suppliers, experts, and societal organizations. Together, they aim to make plant-based eating more accessible for their customers, including offering recipes and vegetarian options in all their fresh meal kits.

Results of the meat substitute pilot

A notable initiative by Jumbo was placing meat substitutes next to meat products in several of their stores. This experiment aimed to encourage customers to try a plant-based alternative. However, as spokesperson Linda Roovers recently pointed out, this led to mixed results. Vegetarians and vegans struggled to find their favorite products, while meat-eaters and flexitarians weren't easily persuaded to make a different choice.

Source: Foodbusiness.nl