Week Without Meat & Dairy 2025 takes a regional approach

On March 3, 2025, the eighth edition of the National Week Without Meat & Dairy will begin. This year, the campaign is taking a regional approach, based on research conducted by Norstat on behalf of Stichting Week Zonder Vlees. The findings reveal significant differences in eating habits across regions.

In major cities, only 18% of residents eat meat daily, whereas in the northern provinces of the Netherlands, this figure rises to 36%. Dairy consumption is also higher in the north, with 59% of residents consuming dairy daily, compared to 35% in the big cities. Nationwide, 44% of people are familiar with the campaign, but participation in the north lags behind at just 10%, while in other regions it ranges between 19% and 25%. Still, 68% of northern residents are open to reducing their meat consumption, and a majority support ambitious sustainability policies.

Food truck tour brings plant-based food closer to home

To encourage participation, the organization is rolling out a food truck that will serve free plant-based lunch dishes. The focus is on the northern provinces, where the campaign is already well-known but engagement remains lower. The food truck will visit Hoogeveen (March 3), Leeuwarden (March 4), Groningen (March 5), and Utrecht (March 6). With this hands-on approach, the campaign aims to showcase just how tasty and diverse plant-based food can be.

Media campaign and nationwide initiatives

Alongside the food truck tour, the campaign will have a strong presence in public spaces. With support from media partners Global and JCDecaux, outdoor advertising will be used to raise awareness. The ads playfully reference common reactions seen on social media, such as, “I’d rather eat cardboard” or “I wouldn’t even give this to my dog.”

Across the country, businesses and organizations are getting involved. Supermarkets are offering discounts on plant-based products, Vivera is transforming Vriezenveen into ‘TofuTown,’ and Van der Valk Schiphol is introducing a ‘Green Getaway’ package. Corporate restaurants, schools, and hospitals are also taking part. Last year, 2.8 million people joined the campaign, with 80% saying they intended to eat less meat afterward and 59% planning to cut back on dairy.

Weekzondervlees.nl