Madre Brava’s Post

🌱 𝗘𝘂𝗿𝗼𝗽𝗲𝗮𝗻 𝘀𝘂𝗽𝗲𝗿𝗺𝗮𝗿𝗸𝗲𝘁𝘀 𝘃𝘆𝗶𝗻𝗴 𝘁𝗼 𝗹𝗲𝗮𝗱 𝗴𝗹𝗼𝗯𝗮𝗹 𝗽𝗿𝗼𝘁𝗲𝗶𝗻 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 🛒 Exciting news from Madre Brava's latest research! Top European supermarket chains are racing to offer healthier, sustainable protein options. Key highlights: 🥇 Lidl and Ahold Delhaize leading the charge 🥕 Albert Heijn aims for 60% plant to 40% animal protein by 2030 📉 16.4% decrease in meat sales in Dutch supermarkets since 2020 (thanks to the commitment of the seven largest food retailers to increase the share of plant-based protein products) 🚗 Potential emissions savings equal to removing 22 million cars from roads! (A Profundo study for Madre Brava shows this could be achieved if just four major supermarket chains - Ahold Delhaize, Carrefour, Lidl, and Tesco - replace 50% of their beef, pork, and chicken sales with plant-based alternatives by 2030) This shift not only promotes health but significantly contributes to sustainability goals. Supermarkets are proving crucial in shaping consumer behaviour and reducing emissions. Plant-based brands: What benefits and challenges are you experiencing in aligning with this supermarket transformation? #SustainableRetail #PlantBasedProtein #ClimateAction #FutureOfFood #Plantbased #EuropeanSupermarkets #ProteinTransition #MadreBrava

🌎 Compelling study from Madre Brava on the role of supermarket retailers in the shift from animal-heavy diets to plant-rich diets to achieve human and planetary health goals.     🥩 Meat and dairy alone account for 51% of all #Scope3 emissions in European supermarkets, highlighting the urgent need to rebalance protein sales to achieve #NetZero climate goals. 🥦 The shift towards plant-rich diets is a positive step, but as the report reveals, “the finish line is far.”     Read all about how the 15 largest European supermarket chains are tackling their climate and protein transition goals in Madre Brava’s analysis below 👇

The majority of the UK food retail sector are leading the way in Europe and establishing data systems to disclose 'protein food' sales data - a key ask of the WWF Basket 👍 The adoption of ‘protein food split’ sales disclosure is a step forward to focus any food organisation's efforts to reduce GHGEs through tackling the environmental impact of our diets- but - the next steps are to set targets and collective action, pulling the levers which will support the shift towards healthy, more diverse sustainable diets and a nature-positive, net-zero transition in the UK 💚🌱🌍

📢 Today, Madre Brava released an analysis of the 15 largest grocery retailers in Europe, highlighting their Scope 3 climate targets and the critical protein shift needed to achieve them.   Key Highlights:   🌍 All retailers will have a verified Scope 3 FLAG climate target by the end of the year. 🥇 Lidl International and Ahold Delhaize are racing to be the first to set public protein split targets across all markets. ✅ Carrefour confirms that without a protein shift, their climate goals are unattainable. Retailers, as key influencers in the food supply chain, shape what people eat and how food is produced. The responsibility for promoting sustainable food choices lies with them. Measuring plant/animal sales is one of the most effective ways supermarkets can make sustainable, healthy food the easiest choice.   Our WWF protein-shift methodology for retailers plays a significant role here, as it requires reporting the sales of animal and plant-based protein foods in tonnes. Many UK retailers, as well as Lidl, the largest supermarket chain in Europe, already measure their sales using this methodology.   🔍 We are currently revising this methodology to make it even more precise and holistic, ensuring it supports both healthy and sustainable diets.   Let me know if you would like to know more about our renewed methodology! 🌱📈   #ClimateAction #Retail #ProteinShift #MadreBrava #WWF #HealthyEating #SustainableDiets Florian Ludwig Wall Nico Muzi Julia Baumann Felix Hnat Pegah Bayaty Matilde De Diego Christian Som Bernadette Christina Bodenmueller Dirk Liebenberg Lisa-Marie Huggins RNutr Sarah Halevy Brent Loken Yoann Cardon WWF Switzerland

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

What's the climate, land and water impacts of a handful of food retailers achieving 50% plant-based sales by 2030? If global supermarket chains Ahold Delhaize (headquartered in The Netherlands), Carrefour (France), CP ALL Plc (Thailand), Lidl in Germany (Schwarz Group, Germany), Tesco (United Kingdom) and the world's second largest food service company Sodexo (France) make a 50% shift from meat to plant-based and alternative proteins, they would: 🚗 reduce greenhouse gas emissions by 31.6 million tones per year. This is equivalent to removing more than 25 million cars from EU roads.  🌍 free up an area of land the size of Hungary (102,000 sq km) 🚰 save 670 million cubic meters of water, equivalent to 268,000 Olympic-size swimming pools worth of water a year. "While some of these supermarkets have already set modest targets to increase the share of plant proteins in their overall protein sales, we need more ambition and more leaders to tackle the climate emergency. Thus, we urge leading food retailers Ahold Delhaize, Carrefour, CP All, Lidl, Sodexo and Tesco to commit at COP 28 to achieve a protein portfolio with at least 50% plant proteins by 2030,” said Nico Muzi, managing director of Madre Brava. Read the full story 👇 Reinhild Benning Anna Stief, PhD Virginia Cecchini Kuskow Niklas Oppenrieder Saskia Richartz Ariel Brunner Boris Patentreger Nusa Urbancic Peer Cyriacks Julia Christian Alex Wijeratna Sparsha Saha, PhD Alex Holst Ivo Rzegotta Changing Markets Foundation Compassion in World Farming Fern NGO BirdLife Europe and Central Asia Institute for European Environmental Policy (IEEP) Deutsche Umwelthilfe Aktion Agrar e.V. Albert Schweitzer International Foundation The Good Food Institute Europe #plantbased #SwitchToPlantProteins #foodsystems #sustainableagriculture #wholefoods #meatalternatives https://lnkd.in/eKf7ZF89

Great to get a mention in this comprehensive BBC Futures article on Paris Olympics trying to offer healthier and more plant-based meals and the wider effort to integrate sustainability in big international events. There are a range of plant-based foods on offer at the Games. Inside the athletes' village provided by the official partner Garden Gourmet, a plant-based meat-substitute firm, whose parent company is Nestlé, the largest publicly held food company in the world. Nestlé, however, has been criticised over its failure to adequately support emissions reductions in animal agriculture. In a recent report, the Changing Markets Foundation, analysed what 22 of the largest global meat and dairy companies invest in low carbon solutions relative to what they spend on advertising. Where the data was available, it found that these companies' overall annual spending on research and development made up, on average, less than 1% of their latest revenues. "It is commendable that Paris Olympics are offering healthier meals with more plant-based options, as part of the strategy to reduce the overall carbon footprint of the Games. However, as a parent company of Garden Gourmet, Nestlé desperately lacks a holistic approach to scaling up plant-based products," says Nusa Urbancic, Changing Markets' chief executive. "Our analysis shows that despite some steps in the right direction, Nestlé still does not have a target to increase its sales of plant-based products, seeing it as a purely consumer driven market. This is a missed opportunity, as science clearly shows that the transition to plant-based products offers huge climate mitigation potential," says Urbancic.

Ditch the Meat, Not the Meet! 🗣 At the second day of Green Business Forum hosted by Copenhagen Business School, attendees brainstormed how to get consumers excited about the green transition on their plates! Meike Janssen gave interesting insights into the current trends in meat consumption in Denmark. More than 60% of Danish consumers have the intention to reduce their meat consumption or have already done so. 🔍 But what does it take for Danish consumers to eat in a more climate-friendly and healthier way? 🛒 Is the supermarket the starting point for change? What is the role of the retail sector? Rikke Ramm Eberlein gave valuable insights into Lidl Danmark efforts to promote vegetarian products and increase the share of alternative proteins in their stores. This included targeted price reductions and promotions. The dialogue and collaboration with farmers is crutical!  💸 After all, the green transition has to pay off and consumers have to buy the green products! Marie Luja Rasmussen showed how the work of the Dansk Vegetarisk Forening (DVF) - Vegetarian Society of Denmark is helping to normalise vegetarian and alternative meat-based products among Danish customers and consumers. How should the alternative products be places and promoted? What are pulses and how can you cook with them? 🙌 Food literacy is still low, but it is crucial for change! 🏁 🍽 Institutional and community catering can be a good way to introduce consumers to vegetarian dishes. Canteens can be a springboard. By offering delicious, well-prepared plant-based meals, they can demonstrate taste and variety. 🧐 How can policies help? Are differentiated taxes, redistribution of subsidies or standardised consumer labelling the way forward? 💭 What do you as a consumer need to do to move towards more plant-based proteins, or how can your life be made easier when trying to prepare a tasty plant-based dinner? 

Calling all young folk (18 - 35) with a passion for sustainable food systems and retail. Join in our next Emergent Generation meet up in London, at Natoora HQ. Retailers and distributors play a vital role in the supply chain: connecting food producers to consumers. They are uniquely positioned to understand the needs of both and we often hold them responsible for ensuring our food is sourced sustainably, traded fairly, and accessible to all. Natoora has been part of a food system revolution for some time now, and their work is only becoming more powerful and sought after. This is why we are excited to be invited along for the evening. Throughout this very special evening, you will meet representatives of some of the boldest and most forward thinking organisations in this space right now: Natoora , Waitrose and Hodmedods. Over a panel discussion, they will be sharing their visions, stories and the challenges around transforming our broken food system. They will explore how they build and maintain their relationships with their suppliers and growers to increase supply chain resilience and how they plan to sustainably scale their business models, touching on the role of consumers in this area. The panel will be chaired by sustainable agrifood consultant and Emergent Generation co-founder Giacomo. Em Gen aims to bring together a diverse network of young people (18-35) who are passionate about transforming our food and farming system for the better.  There’s a huge breadth of experience on this panel, from growing, sourcing and distributing — both business to business and business to consumer. We’ll hear what Natoora, Waitrose and Hodmedods are doing in the retail space, their challenges and successes, and their plans for how to scale sustainably. The panel would like to discuss your thoughts and concerns too! We’d also like to know about your next steps and challenges. What do you need from Em Gen? How can we all help? Come along and connect with both speakers and other young people! This event will be held at Natoora’s Dockley Road space in Bermondsey, London. https://lnkd.in/eHAJB8TR

Exciting Shifts in U.S. Food Culture! 🇺🇸🌱 Recent data shows a two-year decline in meat consumption in the U.S., creating opportunities for plant-based alternatives. 💼 Nick Cooney from Lever VC sees this as a game-changing industry disruption, creating significant opportunities. This trend isn't confined to the U.S.; global markets are experiencing similar shifts. 🌏 For Aussie Plant Based, and local retailers in Australia, this is a golden opportunity! As consumers seek plant-based options, supporting locally made plant-based meats not only aligns with the global trend but also contributes to the growth of sustainable practices within our own communities. Let's lead the plant-based revolution Down Under and beyond! 🚀🌏 #AussiePlantBased #PlantBasedOpportunities #SustainableLiving #FoodIndustryTrends #Nick Cooney #Mauro Pisani #carbonemissions #plantbased #vegan #Coles Group #ALDI Stores Australia #Woolworths Group