ProVeg Launches Public Database Tracking European Retailers’ Plant-Based Sales Commitments

ProVeg International has launched the Protein Shift Hub, a public database tracking the protein diversification targets, disclosures, and actions of Europe’s largest food retailers and contract caterers. The database compiles publicly available data from six countries initially, with plans to expand coverage to additional countries. The Hub records corporate targets related to plant-based sales and product range, public disclosures of protein split figures, and specific company actions in areas such as pricing and promotion.

The opening data reveals that only a limited number of European supermarkets and contract caterers have set protein split targets so far. The database is based on the Planetary Health Diet's guidelines, which recommend that 60% of all food sold should be plant-based by 2035, increasing to 75% by 2050. ProVeg emphasizes the importance of setting specific, quantified, and time-bound targets, as well as implementing ambitious strategies and actions to drive progress towards a more plant-focused food system.