The Vegetarian Butcher is the most sustainable brand of 2022

After Tony's Chocolonely took the lead in the Sustainable Brand Index for the last 4 years, this year The Vegetarian Butcher is seen as the most sustainable brand by Dutch consumers. Tony's Chocolonely is just behind The Vegetarian Butcher on the second place and Greenchoice finishes on the third place. This is the result of the Sustainable Brand Index, which was published for the sixth time on Thursday, March 31. Last year The Vegetarian Butcher was already very close to Tony's, this year The Vegetarian Butcher was the overall winner.

What will change in the consumer rating in 2022? 

Among the brands that made the biggest gains in the survey are meat substitute Valess (up 14% compared to 2021), potato brand Aviko (9%) and CoolBest (also 9%). 

What do Dutch consumers appreciate most about the Vegetarian Butcher?

Consumers appreciate the way in which The Vegetarian Butcher explains the story about meat and the challenges that come with it, says Annemarije Tillema, Country Director of the Sustainable Brand Index in the Netherlands. By balancing the seriousness of the climate impact of meat consumption with humour and tasty products, the Vegetarian Butcher succeeds in attracting and engaging a broad audience, not just old-school vegetarians, says Tillema.

More focus on climate

Last year it already became clear that corona has caused the Dutch to become even more interested in sustainability issues. Consumers have become more aware of what they can change in their own habits to live more sustainably. For consumers, food waste (66%), separating waste better (60%) and saving energy (56%) are the most important topics in their daily lives to act more sustainably.  

Download the ‘Sustainable Brand Index 2022 The Netherlands’
Sb-index.com