Madre Brava's (MB) CEO Vicky Bond believes significant transition to plant based proteins is possible within a decade. MB is spearheading this by urging supermarkets and global food corporations to rebalance their offerings.
Their research shows that if six major retailers (including Tesco, Lidl, Carrefour, Ahold Delhaize, CP All, and Sodexo) achieve a 50% shift to plant-based protein by 2030, annual greenhouse-gas emissions could drop by 31.6 million tonnes, the equivalent of removing 25 million cars. Such a shift would also save enormous amounts of land and water.
In the UK, organizations working on the protein transition have persuaded Lidl GB to commit to having 25% of its protein offerings plant-based by 2030 (up from 14%), while also doubling plant-based dairy and butter lines - moves that are better for health, climate, and profits. Across Europe, Ahold Delhaize has pledged protein targets across its brands, and in Germany, Madre Brava’s analysis reveals a 30% protein shift could reduce emissions while saving supermarkets €156 per tonne of CO₂ and over €2.5 billion in total.
Listen to the full interview to find out how MB are going about persuading supermarkets to transition and why Vicky thinks the protein shift is inevitable.
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