Support grows for a fair meat price

A large majority of Dutch consumers are open to paying more for meat, as long as the money is used responsibly. A recent election poll by MarketResponse, commissioned by the TAPP Coalition, shows that 63% of respondents are willing to pay a levy of one euro per kilo of meat (ten cents per 100 grams). In 2023, that figure was still 59%. Remarkably, this willingness has increased even though meat prices have already risen significantly in recent years — especially beef.

According to respondents, the proceeds from this so-called “fair levy” – estimated at over €600 million per year – should be used to reward farmers who invest in animal welfare, nitrogen reduction, climate measures and nature conservation. Even with a price increase of up to three euros per kilo, 48% of Dutch consumers remain supportive, provided the money genuinely contributes to sustainability.

Young people most willing, but older and lower-income groups also positive

The survey of 1,009 Dutch respondents shows that 82% of Generation Z supports the levy. A majority of older people and those with lower incomes are also in favour. In addition, 86% believe the government should take a more active role in promoting healthy eating, for example by applying 0% VAT on fruit and vegetables or by subsidising healthy lunches. 52% even believe that meat and dairy should be subject to the higher VAT rate of 21%, as long as other products become more affordable.

Jeroom Remmers, Director of the TAPP Coalition: “A majority of the Netherlands stands behind the animals, the farmers, our environment, and a realistic balance between these intertwined issues. People are willing to contribute, as long as their money directly supports these ‘good causes’.”

Conversations around the kitchen table

During twelve so-called “fair dinners” held in all provinces, TAPP spoke with farmers, politicians and citizens about the future of the food chain. Many participants noted that the Dutch spend relatively little on food and are open to change — provided it is well organised. Similar plans for a fair meat price are also being discussed in Germany, Denmark and at EU level, suggesting that such a move would not harm the Dutch competitive position.

Tappcoalitie.nl