Why This Dutch Town Is Encouraging Residents To Eat Vegan Food

Altena, a small Dutch town, is promoting plant-based food in an effort to create a more sustainable food system. The "Plant-Based Together" project, in partnership with the Green Protein Alliance and Wageningen University, is encouraging schools, supermarkets, and restaurants to offer more plant-based options. Professional beach volleyball player Raïsa School is supporting the initiative by sharing vegan recipes and products on her social media platforms.

The Green Protein Alliance is aiming for a 50:50 split between plant-based and animal-based proteins in the Dutch diet by 2025. Altena, chosen as a test location due to its current lack of popularity for plant-based foods, will assess the success of the project by analyzing consumer shopping habits and purchase data. By organizing tasting sessions and monitoring long-term effects on purchasing behavior, the town hopes to see an increase in plant-based food consumption among its residents.