Dutch Supermarket Jumbo To Ditch Meat Promotions

Dutch supermarket Jumbo will no longer offer promotions on fresh meat products starting at the end of May to help customers shop more sustainably. The chain aims to make half of the protein on its shelves plant-based by 2025, increasing to 60 percent by 2030, aligning with Dutch Health Council dietary guidelines. Campaigning by animal rights group Wakker Dier has led Jumbo and other brands in the Netherlands to commit to making more meat-free recipes available to consumers.

Critics argue that meat promotions in supermarkets drive up meat sales and contribute to poor living conditions for animals. The move by Jumbo to end fresh meat promotions is the first of its kind among Dutch supermarkets. Calls have been made for UK supermarkets to follow suit and promote healthier, plant-based alternatives to contribute to climate change efforts and reduce animal mistreatment.