Less meat? Citizens expect government action

Dutch citizens are open to reducing meat consumption—as long as governments and supermarkets take the lead. This was the key takeaway from the citizen panel on sustainable protein consumption, organized by the Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN) in collaboration with the Consumentenbond. Participants from all corners of the Netherlands showed remarkable unity: behavioural change is achievable if supported by the right measures. Unlike the heated public debate, there was hardly any sign of polarization within the panel.

Price regulation, clear labels, and tastings

During the sessions, citizens selected three promising solutions. The top choice was price regulation: making animal-based products more expensive and plant-based options more affordable. Suggestions included scrapping VAT on fruit and vegetables and ending financial support for the meat industry.

The second priority was transparent and honest product information. Consumers want clear labels without misleading terms, enabling them to make more informed choices.

The third solution focused on inspiration. Tastings of plant-based products in schools, supermarkets, and events should introduce consumers to healthy alternatives.

Collaboration is key

The citizen panel stressed that behavioural change shouldn’t rest solely on consumers. Governments and supermarkets need to clear the path, with media and education playing supporting roles. While citizens recognise their own responsibility, they believe that real impact hinges on structural changes led by larger players.

Rijksoverheid.nl