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Levers of Change

Retail

Photo Credit

Spring Forum 2021
Iris Maertens

Given the high retail concentration in Europe, and because of their key role in selling food, retailers are powerful in influencing food-related legislation and crucial in shaping food environments. At present, food environments incentivise unsustainable consumption levels of animal sourced foods – through discounts, offers, prominent placements and displays, limiting the provision of sustainable alternatives, absent information and misleading marketing.

Supermarkets account for around two-thirds of total food sales, as was identied in the strategic framework, co-created in 2021. Yet, across the board, retailers are hesitant to commit to promoting less and more nature-friendly meat, claiming limited influence and expressing concern that changes will lead customers to favour competitors. Retailers have shown little willingness to take leadership by adopting animal sourced food reduction targets or making long-term commitments across their supply chains. 

This Lever of Change wants to change that.

Our dream

We envision a system where retailers take responsibility for their supply chains and for creating healthier and more sustainable food environments.

It would be a more transparent system where all costs and externalities are priced in and those funding the system can see how it needs to change. It would also be an active system, where retailers take action to stop offering unsustainable animal-sourced foods, support farmers to transition to more sustainable options, use marketing power to promote plant-based alternatives and more sustainable diets and wield their lobbying power to advocate for better legislation.

Watch the animation to show how !

Projects

Below you can find the funded projects that are working on changing the status quo in the world of retail. Click on the profile to find out more.

Ecologistas en Acción Región Murciana
Germany, Spain & United Kingdom

Ecologistas en Acción Región Murciana

A project that campaigns to reduce the level of nitrates being released into the Mar Menor in Spain, a well-publicised crisis, by targeting agriculture and supermarket producers.
Retail
Link to Template Page
Eurogroup for Animals
Europe-wide

Eurogroup for Animals

A policy and public campaign that brings together consumer organisations, public health actors and animal advocates to work on health-consumer-animal welfare angles to help reshape the food system.
Retail
Narrative Shift
Health Sector Engagement
Link to Template Page
Vegetarian Society of Denmark (DVF)
Denmark

Vegetarian Society of Denmark (DVF)

A project that aims to engage three key sectors (investment, retail and health) in the transition to reduce meat consumption and production in Denmark whilst sharing international best-practice.
Finance
Retail
Link to Template Page

How to get involved

For each of the three key levers, we have established a Community of Practice on The Hive, our online space powered by Mighty Networks.

If you or your organisation wants to get involved, please click on the relevant honeycomb and complete the relevant information. The Coordination Team will get in touch with you to walk you through the process.

By completing the form, you will also receive our monthly What's Cooking Newsletter.

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