ProVeg welcomes move to encourage healthier, climate friendly diets
The Dutch capital of Amsterdam has become the first capital city in the world to ban the advertising of meat in public spaces to support the shift to healthier and emissions-lowering diets in a move welcomed by ProVeg International.
“We know that most of the carbon emissions in the food system comes from meat production so it makes sense for Amsterdam to restrict the advertising of meat as part of its strategy to promote food system change,” Joey Cramer, Director of ProVeg Netherlands, said.
“This policy supports Amsterdam’s existing goal of ensuring their citizens’ diets are 50% plant-based by 2050. Such a shift is not only good for the climate, it’s good for people’s health and, of course, for animals,” Cramer said.
The ban will kick in from 1 May and was introduced under a bill that was jointly tabled by the Party for the Animals and the Green/Left party. It was approved by 27 of the 45 seats on Amsterdam’s municipal council.
In 2022, the Dutch town of Haarlem became the first non-capital city in the world to restrict advertising of meat. After that, seven other Dutch cities started work on similar bans with Amsterdam being the third to actually implement one.
ProVeg Netherlands is supporting the shift to more plant-based diets through a platform highlighting the plant-based ambitions of 190 Dutch organizations.
Research shows that a majority of Dutch consumers are in favor of this shift towards a more plant-based way of eating. Protein consumption in the Netherlands sits at around 60% animal protein, a far cry from the Dutch Health Council’s recommended balance of 40% animal vs 60% plant-based protein.
Animal-based foods emit twice as much greenhouse gas as plant-based foods.
ENDS
Notes to Editors
For general media inquiries, email Peter Rixon at [email protected].
For scientific data about the benefits of plant-based eating, see our Food System Data website.
About ProVeg International
Our vision is a world where the food we eat is good for all people, animals, and our planet.
Our mission is to accelerate the transition to a sustainable global food system by making plant-rich foods and alternative proteins more accessible and appealing.
