The retailer aims for 60% of the proteins it sells to be of plant-based origin by 2030, while it hopes to have a 50/50 split between plant-based and animal proteins by 2025. This goal is in line with the advice of the Dutch health council.
Meanwhile, Jumbo said that ending promotions on meat is in-keeping with its strategy of offering low prices to its customers.
The decision is a further step by Jumbo in its efforts to help customers make plant-based food a tasty, accessible and affordable alternative to meat. Jumbo has supported this goal with a campaign aimed at increasing knowledge of plant-based recipes and developing innovative concepts that are affordable, high-quality and tasty.
The move makes Jumbo the first supermarket chain in the Netherlands to make such a commitment and applies only to fresh meat products.
Commenting on the move, Jumbo CEO Ton van Veen said: "By ending meat promotions, we are taking an important step towards our contribution to the protein transition from animal-based to more plant-based nutrition.
“We realize that acceleration is needed in this and that is why we were the first in the market to take this step. We have not rushed overnight in striving for a 50/50 protein transition target in 2025. It has become clear from analyses that achieving this interim goal can only be achieved by stopping meat promotions.
"But contributing to the transition is not something we do alone. That's why we also continue to work to make the meat chain more sustainable together with our chain partners.”
Sets a precedent for supermarkets globally
In response to the news, Matthew Glover, co-founder of Veganuary and chief mission officer at the Vegan Food Group, told Food Manufacture that the decision by Jumbo "represents a bold step towards addressing animal welfare and environmental concerns".
"This initiative not only reflects a growing consumer demand for ethical and ecological food choices but also sets a precedent for supermarkets globally," Glover added.
"UK supermarkets could consider following Jumbo's lead, leveraging their influence to promote healthier, plant-based alternatives and contribute significantly to the global effort against climate change and animal mistreatment. Such a move could align with evolving consumer values and the urgent need for sustainable consumption patterns."
Meanwhile, chief executive at the Vegetarian Society Richard McIlwain called the move "visionary" and "in keeping with aspirations to achieve net zero".
"Setting short term targets and taking definitive action to hit them is something we would encourage many more organisations to consider," McIlwain told Food Manufacture.
"Taking radical and early action to reduce meat consumption is critical if we are to limit the worst impacts of global warming."
In other news, Nick Ryan, the co-founder and CCO of revenue management firm Acumen, looks at how food and drink manufacturers can ensure they are benefiting from supermarket loyalty schemes.
