Record participation in the Meat & Dairy-Free Week

An impressive 20% of the Dutch population participated in the seventh edition of the National Meat & Dairy-Free Week, which took place in 2024 from March 4th to 10th. With a record number of 2.8 million participants, this event confirms the growing popularity of a flexitarian diet in the Netherlands. Despite facing farmers' protests, the Meat & Dairy-Free Week continues to encourage changes in eating habits.

Widespread campaign efforts

During the first week of March, the campaign received extensive attention. Supermarkets, schools, businesses, and various media channels such as radio, television, newspapers, and online platforms all contributed. With support from 52 partners, the campaign raised awareness about the impact of meat and dairy consumption. The objective was to inspire a more plant-based lifestyle. A remarkable 66% of the Dutch reported having recently heard or seen something about reducing meat and dairy consumption.

Farmers' protests

This year, the campaign faced protests from farmers. They drove tractors past supermarkets participating in the campaign. The Farmers Defence Force also called for a boycott of these stores. Nonetheless, a significant majority (79%) of the Dutch public remained positive or neutral towards the campaign. This indicates that, despite opposition, support for reducing meat and dairy consumption remains strong.

Clear impact of the campaign

Initiatives were launched nationwide to promote plant-based eating. Student associations, schools, and sports canteens participated, and even Amsterdam UMC offered meals without meat and dairy. Post-campaign, 80% of the participants expressed intentions to eat less or no meat at all. The percentage was slightly lower for dairy, but the impact was still notable.

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