Meat Discounts to End in Holland to Try to Drive People to Meat Alternatives

The second-largest supermarket chain in Holland – Jumbo Supermarkten – has announced that it is to end the offering of discounts on fresh meat products such as chicken, pork and beef from May.

The change is part of the Supermarket’s strategy to increase the proportion of plant-based proteins sold through its locations to 60% by 2030.

In making this move, Jumbo is leading the way in the European retail sector’s shift towards sustainability and we will all have to wait and see whether it will be alone in this approach or whether it will be the leader of the charge.

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