Wolt Market Denmark becomes first outside Netherlands to use Protein Tracker
Online supermarket, Wolt Market Denmark, has become the first new supermarket outside of the Netherlands to adopt the Protein Tracker – a tool developed by the Green Protein Alliance and ProVeg Netherlands to increase the share of plant-based foods on the shelves.
“We congratulate Wolt on taking this step. Wolt joins a growing number of supermarkets now tracking their plant-based protein food sales through the Protein Tracker,” Jasmijn de Boo, Global CEO of ProVeg International, said.
“It is a fantastic tool to set targets and make real progress in moving closer towards the recommendations of the Eat Lancet Commission’s Planetary Health Diet,” she added.
The Protein Tracker measures the volume of protein from animal and plant-based products – the “protein split”. Only by first understanding the current state of the split between animal and plant-based protein sales, can goals towards a healthier balance be set and met. A total of 85% of the retail sector in the Netherlands now measures and publicly discloses the share of protein sales from plant-based and animal-based sources.
Developed by the Green Protein Alliance in collaboration with ProVeg Netherlands and Dutch supermarkets, the Protein Tracker was perfected with help of experts at the environmental organisation, Natuur&Milieu and Dutch think tank, the Questionmark Foundation.
After the success in the Netherlands, The Vegetarian Society of Denmark invited Anke van ‘t Klooster, Protein Transition Expert at the Green Protein Alliance, over to Denmark to share it with Danish supermarkets.
“By using the Protein Tracker, Wolt Denmark is showing they take the shift towards a more plant-based diet seriously and are setting an example for other Danish supermarkets,” van ‘t Klooster said.
Martin Rouchmann, Category Manager at Wolt, said: “We see the Protein Tracker as a vital tool to ensure our company sells more plant-based foods, thereby driving the transition towards healthier and more sustainable diets.”
ENDS
Notes to Editors
To find out more about the Protein Tracker visit https://theproteintracker.com.
For media inquiries, email [email protected].
For scientific data about the benefits of plant-based eating, see our Food System Data website.
About the Green Protein Alliance
The Green Protein Alliance is an alliance of food providers and partners that helps food providers to grow in plant-based food. As expert in the protein transition for a more sustainable and healthy food environment the Green Protein Alliance aims for a diet with a healthier protein balance. Through monitoring, behavioural interventions and spokespersonship the Green Protein Alliance works from goal setting to action.
About ProVeg International
ProVeg International is a food awareness organisation with the mission to replace 50% of animal products globally with plant-based and cultivated foods by 2040. Our vision is a world where everyone chooses delicious and healthy food that is good for all humans, animals, and our planet.
