Madre Brava’s Post

Here's another interesting part of the protein transition puzzle .... After Albert Heijn, Ekoplaza, and Odin, ALDI SÜD, Dirk Van De Broek, Lidl GB, and PLUS Retail also promise to take ambitious steps to sell more plant-based products. Seven supermarkets now embrace Wakker Dier objective for a transition to more vegetable proteins. Of all the proteins that Dutch people eat, 40 percent is currently vegetable. The seven supermarkets have committed to a plant-based share of at least 50 percent in 2025 and at least 60 percent in 2030, with the total amount of protein not increasing. The other supermarkets are currently refusing to commit to this (fully). Sixteen caterers and online supermarket Crisp previously also committed to the target. So, what's next for governments? Business is now taking the lead and their responsibility. They can follow with supporting policies such as: 1. Tax meat and dairy and reduce taxes on plant-based as well as fruits & vegetables (True Animal Protein Price Coalition. This policy is supported by consumers 2. Develop a national strategy for 10 years and stick to it! 3. Monitor quarterly the protein transition via a dashboard like was done during COVID times. Eating more plant-based has a positive health effect 4. Stimulate with subsidies innovation and develop a strategy including health, food, feed, and agriculture sectors 5. Be the launching customer for plant-based 6. Implement nudging systems for choice in office restaurants like the city of Amsterdam, which signed the plant-based treaty (http://tiny.cc/tuz8xz) 7. Forbid advertisements for meat (and dairy) like the cities of Haarlem and Utrecht (rb.gy/f840hd) 8. Put their energy transition budgets into the transition like Jeroen Willemsen of Foodvalley NL suggested back in 2015 9. Put budgets aside for the development of flagship projects like ENOUGH, Circular Bio-based Europe Joint Undertaking (CBE JU), European Commission (http://tiny.cc/1209xz). Scale matters. A new plant for 10,000 MT per annum of a healthy protein for only 17 Million Euro. Nothing! (http://tiny.cc/2n09xz) 10. Invest in building education capabilities 11. Invest in communication campaigns on the transition 12. Reduce legal hurdles for new proteins 13. Develop an overarching Protein transition strategy related to health (first & foremost) / Ministerie van Volksgezondheid, Welzijn en Sport, Ministerie van Landbouw, Natuur en Voedselkwaliteit / agriculture + nature + animal welfare, environment, and Ministry of Economics and Climate / innovation. Not just on innovation like the Dutch Agriculture strategy from 2020 http://tiny.cc/ix09xz 14. Invest in building new (regional or national) ecosystems for plant-based and proteins 15. Invest in a national week without meat or dairy products Who else has ideas for government actions related to the protein transition? #proteintransition #protein #plantbasedfoods #sustainability #AI #dairyfree #meatfree https://lnkd.in/e2iNqxxJ

Will European supermarkets adopt 60% plant-based protein targets by 2030? 🌱 Environmental group Madre Brava is urging European supermarket chains to adopt targets that would see 60% of their protein sales coming from plant-based sources by 2030. Major retailers like Albert Heijn and Lidl in Germany have already set ambitious targets, with Albert Heijn aiming for a 60% plant-based protein share and Lidl Germany planning to double its plant-based offerings. This transition is encouraged because plant-based diets require less land and water and emit fewer greenhouse gases. Despite these benefits, most UK retailers have yet to set comparable targets. What steps do you think supermarkets should take to promote plant-based proteins? ⬇ #Sustainability #PlantBased #PlantBasedDiet #VeganFood #ClimateChange #ClimateCrisis #FoodRetail (Image credit: AdobeStock)

A game-changer in CPG food: Radical transparency. By keeping consumers informed about ingredients, sourcing practices, and production methods, radical transparency builds their trust – and it’s more essential than ever. Traditional food labels can be downright confusing. Hard-to-pronounce ingredients (Azodicarbonamide, anyone?), greenwashing, and vague terms like “natural flavors” have left customers in the dark. But for companies that want to win market share, those days are over. Consumers are demanding better from companies, as they should. According to recent Ingredion data: → 78% of customers said that all-natural claims would make them buy a product → 42% of these customers were willing to pay 20% higher prices for them In a global survey, 𝟳𝟱% of customers reported wanting to buy products with ingredients they 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 and trust. Of course, transitioning to radical transparency comes with challenges. Complex supply chains and challenges from industry stakeholders can cause bottlenecks. That said, pioneers in the CPG industry are harnessing regenerative farming practices and the power of technology to overcome these challenges • Patagonia Provisions only works with suppliers that practice regenerative farming • Blockchain technology is being used to verify the source of ingredients • Mobile apps are helping customers understand exactly what goes into their products • Smart packaging ensures food quality is maintained throughout the supply chain While technology is paving the path to clear food labeling, a legislative nudge could speed up the process. For example: → Europe mandated warning labels for artificial food additives linked to adverse health effects. → California banned "Red 3 dye," an ingredient in countless products, citing health concerns. 𝗛𝗲𝗿𝗲’𝘀 𝗺𝘆 𝗺𝗮𝗶𝗻 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: The companies that view these shifts as opportunities instead of setbacks will have an edge. Empowering consumers is crucial for the future of the CPG industry. If you don’t embrace transparency, you could get left behind. – If you enjoyed this, follow me Daniel Gluck for more on CPG food and business strategy.

🌱🛒 LIDL AND AHOLD DELHAIZE RACE TO BE FIRST RETAILERS TO ALIGN PROTEIN SALES WITH CLIMATE GOALS While each of Europe’s 15 largest supermarkets has set targets to reduce emissions from their food sales, only five have made commitments to increase their sales of plant proteins, according to research by Madre Brava. This is despite meat and dairy driving nearly half (47%) of all emissions from food retailers in Europe. Lidl in Germany and the Netherlands’ Ahold Delhaize lead the race, vying to be the world’s first retailers to align their protein offerings with climate targets. It means that even though food is the main source of Europe’s consumption-based emissions, two-thirds of the continent’s biggest retailers aren’t doing enough to lower their impact. But a faster transition towards plant-rich diets is needed for “health, climate and affordability” reasons, says Nico Muzi, managing director of Madre Brava. “First, the transition helps rebalance protein sales to meet health goals in line with the most advanced dietary guidelines in the EU. Second, supermarkets can’t meet climate goals without rebalancing their protein sales. Third, supermarkets can make legumes and plant-based alternatives cheaper and more accessible, especially for low-income families,” he tells Green Queen. A 2023 study by Profundo for Madre Brave found that if Ahold Delhaize, Carrefour, Lidl and Tesco replaced half their meat sales with plant proteins by 2030, they’d save emissions equivalent to taking 22 million cars off the road, land the size of Portugal, and water equivalent to 228,000 Olympic-size swimming pools every year. For supermarkets to align with the 1.5°C goal, Madre Brava is asking all food retailers to publicly disclose their plant-animal protein splits at the group level, and commit to making 60% of sales plant-based by 2030. Around 40% of all protein sales are already plant-based in the Netherlands, where all retailers disclose this ratio. The report also calls on retailers to present a clearly defined pathway of how they will achieve their scope 3 emissions reduction targets, where dietary shifts need to be given a major role. But a just transition for farmers is vital too – a transition to diets aligned with the EAT-Lancet Commission’s recommendations could increase farm income by 71% in Europe by 2050. Learn more in the full article: https://lnkd.in/evGh43S8 #GreenQueen #altprotein #futurefood #plantbased #emissions #foodsystems #climatechange

I recently attended a crucial talk on alternative sourcing for future food at the Future Food Tech event in London. The discussions yielded several important insights that I believe are worth sharing. ⚖ Balancing Sustainability and Consumer Preferences While CSR and carbon reduction remain top priorities for the industry, we must not lose sight of what drives consumer behavior: taste and price. Chiara Cecchini, VP of Commercialization at Savor, presented a fascinating alternative to traditional fats that not only tastes great but also consumes carbon. This could be a game-changer in our quest for cleaner, more sustainable food options that consumers will actually buy repeatedly. ➕ Alternatives as Supplements, Not Replacements An important distinction was made regarding alternative food sources. Given global population growth and stress on traditional raw material production, these alternatives should be viewed as supplementary solutions rather than outright replacements. This approach is crucial for many countries and farmers whose livelihoods depend on primary production. 👫 Building Consumer Trust Through Effective Messaging The way we communicate about alternative materials is just as important as the message itself. Zbigniew Lewicki, Global Head of R&D Ice Cream at Unilever, pointed out that farmers enjoy the highest level of consumer trust, followed by chefs and scientists. This insight should inform our communication strategies moving forward. 🍫 Real-World Impact of Alternative Products Clément Tischer, Head of Food-Tech at REWE Group, shared an intriguing case study from Germany. The introduction of an alternative chocolate product (like Choviva) in wafers didn't negatively impact the volumes or value of private label confectionery products. This suggests that well-executed substitutions can be seamlessly integrated without disrupting existing markets. 🏛 The Role of Regulation and Government Incentives Greg S Garrett, Executive Director at Access to Nutrition Initiative, emphasized the need for appropriate regulation and government action to advance consumption changes. Governments can be major catalysts for changing consumer eating habits, potentially through targeted incentives or taxes that encourage both manufacturers and consumers to embrace healthier, more sustainable options. These insights from the Future Food Tech event highlight the complex interplay between innovation, sustainability, consumer preferences, and regulatory frameworks in shaping the future of our food systems. As we move forward, it's clear that collaboration across all sectors will be key to developing truly sustainable and appealing food alternatives. #FutureFoodTech #SustainableFood #FoodInnovation #AlternativeSourcing

🌍 Reducing CO2 Through Innovation in Protein Consumption 🌱 As the push for sustainability continues, innovative solutions are emerging that combine the best of both worlds. Lidl Netherlands recently introduced a hybrid minced meat product that combines 60% beef with 40% pea protein.  According to @Lidl, this hybrid approach can reduce CO2 emissions by 37.5%, while also making sustainable choices more affordable and accessible. Blended products like this are a practical way to appeal to those who aren't ready to switch to a fully plant-based diet, but want to reduce their environmental impact. By embracing innovations like these, together we can make a significant difference in the fight against climate change - one meal at a time. 💬 Could this be the middle ground needed to drive wider adoption of sustainable eating? #Sustainability #Innovation #FoodTech #ClimateAction #PlantBased #CO2Reduction

If you are at Institute of Food Technologists (IFT)'s annual FIRST conference in Chicago today, be sure to checkout the #startup pavillion where 100 #food, #beverage and #foodtech businesses ranging from pre-seed to growth stage are showcasing cutting-edge solutions to some of the most pressing challenges facing the food system. #Innovative #ingredients, products and services on display are tackling far-reaching systemic challenges and opportunities including #climatechange, #waterstewardship, #foodsafety, #supplychain security, #diet-related disease and #functional #wellness as well as digital solutions. In this quick guide, Elizabeth Crawford calls out a few noteworthy companies who are #upcycling ingredients or have net-zero production solutions, are offering #alternativeproteins for more #sustainable #nutrition, #superfoods, and supply chain management solutions. But there are many more than listed here. Check it out and then check them out at the show today: https://lnkd.in/e3NhdWT7

1, 2, 3 and now 4: Lidl International takes its ambition to lead the protein transition race in Europe to a fourth country: Belgium!   After Lidl in Germany proved to the retail sector that untapped demand for plant-based products exists, Europe's biggest retailer is expanding its strategy of transforming food environments for the better to neighboring Belgium.   Lidl Austria, Belgium, Germany, and the Netherlands have now all set clear targets to diversify their protein supply. Using different methodologies but sharing a common goal, Lidl Belgium & Luxemburg plans to expand its range of plant-based foods while simultaneously reducing its animal-sourced options.   The protein transition (increasing the plant/animal protein ratio) is the best way forward to meet climate targets, improve consumer health, animal welfare, and make sustainable proteins more affordable to consumers. From May 15 onwards, all plant-based alternatives will be priced equal to or lower than their animal-sourced counterparts. We look forward to seeing Lidl harmonize this commitment across Europe and set the trend for the retail sector across Europe.   👇 Read on👇 https://lnkd.in/eMAZwtVQ   PS: Stay tuned for our upcoming report on Europe's leading supermarkets' commitments on Scope 3 emissions reduction & protein transition targets.   Chris Gee Nusa Urbancic Emily Armistead Gemma Hoskins Amali Bunter Rune-Christoffer Dragsdahl Alexander Liedke Peer Cyriacks Carlos Bravo Villa Bertrand SWIDERSKI Godo Röben 🌱Niklas Oppenrieder Sarah Lake Lionel Souque Gereon Schulze Althoff Dr. Julia Adou Tim Klüssendorf Anna Stief, PhD Dirk Heim Ken Murphy Florian Ludwig Wall Nico Muzi

𝐔.𝐒. 𝐏𝐚𝐜𝐤𝐚𝐠𝐞𝐝 𝐅𝐨𝐨𝐝 𝐌𝐚𝐫𝐤𝐞𝐭: 𝐆𝐫𝐨𝐰𝐭𝐡 & 𝐑𝐞𝐠𝐢𝐨𝐧𝐚𝐥 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐑𝐞𝐩𝐨𝐫𝐭 𝟐𝟎𝟐𝟒 𝐃𝐨𝐰𝐧𝐥𝐨𝐚𝐝 𝐅𝐫𝐞𝐞 𝐒𝐚𝐦𝐩𝐥𝐞 𝐑𝐞𝐩𝐨𝐫𝐭: https://lnkd.in/di6b6HYE The U.S. packaged food market is increasingly adopting sustainable packaging solutions in response to rising consumer awareness of environmental impacts. Companies are innovating with biodegradable materials and reusable containers, while also focusing on sustainable sourcing and carbon footprint reduction to attract eco-conscious consumers. The West Coast is leading this trend, driven by a health-conscious population and a busy, tech-driven workforce that demands convenient, ready-to-eat options. Government initiatives promoting healthy eating, such as California's programs for access to fresh produce, further boost the market for healthy packaged foods. Key strategies include personalized nutrition through data and technology, expansion into emerging rural and international markets, and collaborations with tech firms, health experts, and environmental organizations to meet evolving consumer demands. By Distribution Channel Supermarkets & Hypermarkets Convenience Store Online Others 𝐌𝐚𝐣𝐨𝐫 𝐊𝐞𝐲 𝐏𝐥𝐚𝐲𝐞𝐫𝐬: Nestlé,  The Coca-Cola Company Mars Ingredion Incorporated Cargill Ingredion Incorporated The Kraft Heinz Not Company PepsiCo General Mills Foodservice Conagra Brands WK Kellogg Co #PackagedFood #FoodTrends #FoodPackaging #HealthyEating #ConvenienceFoods #FoodInnovation #SustainablePackaging #FoodIndustry #USFoodMarket #FoodSafety #SnackTrends #FunctionalFoods #RetailFood #ConsumerGoods

🚨🥗📦 We're excited to share our latest research titled "An Investigation on the Interplay between Front-of-Pack Nutritional Labels and Plastic Packaging Materials in Healthy Foods." on Food Quality and Preference Our study reveals some intriguing insights: 🎯 Front-of-Pack Nutritional Labels (FoPLs) not only influence how consumers perceive food quality but also how they view the packaging itself. Interestingly, non-directive labels like the NutrInform Battery have a stronger effect compared to directive labels such as the Nutri-Score. 🌱 Sustainability Matters: The perceived quality of the food increases when consumers see the plastic packaging as more sustainable. 📚🔗 https://lnkd.in/dYpvRcmv Marco Francesco Mazzù Veronica Marozzo