18 Mar 2024 --- Jumbo, a retailer in the Netherlands and Belgium, will cease all meat promotions across its Dutch stores and online platforms starting May 27, 2024. This initiative marks Jumbo as the first supermarket chain to actively shift consumer focus toward more sustainable, plant-based protein options by eliminating price promotions on fresh beef, pork, and chicken.This decision is a part of Jumbo’s broader strategy to adjust the protein content of its offerings, targeting a balance of 50% plant-based and 50% animal protein products by 2025. By 2030, the supermarket chain aims to further tilt this balance toward 60% plant-based proteins, which is in line with guidelines suggested by the Health Council of the Netherlands.
