Nijmegen bans meat ads and pushes plant-based approach

Nijmegen has become the second Dutch municipality to sign the international Plant Based Treaty. With this step, the city joins the global call for a more plant-based food system. Starting in 2025, advertisements for meat and fossil fuels will be banned from public spaces.

Treaty highlights food production

By signing, Nijmegen endorses three key principles: no further expansion of intensive livestock farming, active promotion of plant-based diets, and the restoration of ecosystems. “By signing the treaty, the municipality supports the global call to tackle the climate crisis through dietary change,” said Alderman Cilia Daemen.

The measures tie in with existing policies, such as promoting school gardens—currently, 40% of the city’s primary schools have one—and ensuring that every resident lives within 300 metres of green space.

Nimma Sandwich supports local supply chains

In line with the treaty, Nijmegen is launching the plant-based Nimma Sandwich. The sandwich was developed in collaboration with Radboudumc, Radboud University, HAN, MVO Nederland, and restaurant De Nieuwe Winkel. All ingredients are plant-based and locally sourced, contributing to the city’s goals around protein transition and shortening supply chains.

Widespread support for ad restrictions

The meat ad ban was partly initiated by the Party for the Animals Nijmegen. City council member Bart Salemans said, “Last year, we asked the municipal board to sign the treaty, and now it’s been done.” Similar advertising bans were previously introduced in Haarlem and Utrecht.

Plantbasedtreaty.org