A coalition of over 25 health, environmental, and consumer organizations from 12 European countries is coming together to urge major supermarkets to shift towards plant-rich diets. The joint statement, titled "Plant-Rich Europe," calls for supermarkets to set specific targets in line with the Eat-Lancet Commission's Planetary Health Diet (PHD), with aims to achieve at least 60% plant-based food sales by 2035 and 33% of protein-source foods within certain categories.

These organizations argue that supermarkets play a crucial role in influencing consumer food choices, and shifting towards plant-rich diets is not only beneficial for climate and biodiversity targets but also for public health and commercial risk management. By emphasizing the need for action now, the coalition stresses that supermarkets have a responsibility to drive dietary change at scale, aiming to provide customers with healthy, affordable food options and reduce emissions within the sector. Initiatives like "What's in Store: Retail & the Future of Protein" summit aim to engage major retail groups in this shift towards more sustainable food sales practices.