Leading food, climate and nature organisations call on UK retailers to commit to more plant protein on shelves; for farmers, for health and climate, and for long-term food security.
Eating Better, ProVeg UK, WWF, The Food Foundation and Madre Brava today launch Plant Rich UK: a Joint Call to Action for retail protein diversification.
Together, we bring our complementary expertise and reach to bear on a single, clear ask with a shared set of targets.
“The food retail sector has long requested civil society to speak with one voice, and today we do exactly that. Together, our organisations have set out a shared vision to increase plant-rich protein sales that will support long-term food security, resilient farming, and healthier diets. We invite retailers to seize this opportunity with the urgency and ambition it demands” Rebecca Sunter, Interim Executive Director Eating Better
The ask:
The call to action asks all retailers to make progress towards their Scope 3 targets and future-proof their supply chains by adopting the following practices:
- Measure: Continue measuring their ratio of plant-to-animal-source food sales
- Disclose: Publicly disclose the outcomes on an annual basis
- Set targets: Set targets to increase their percentage of plant-based sales
- Take action: Implement ambitious actions to rebalance sales
It also sets out the level of ambition required to make meaningful change, identifying guiding targets which should be met by 2030 and beyond. By 2050 these targets align with the Plant-Rich Europe call to action launched at the What’s in Store: Retail & the Future of Protein summit in Berlin last month.
“UK retailers don’t need to reinvent the wheel: the next steps are easily within reach. We’re inviting retailers to join the commercial shift that’s already in motion. Across Europe, leading supermarkets are demonstrating that setting bold protein targets is a direct driver of growth, and one that will ultimately reduce and protect them from the effects of a changing climate. Protein diversification is operationally achievable, aligned with consumer demand, and highly profitable.” Morvah George, Corporate Engagement Manager, ProVeg UK
The call to action is now open for sign-on from wider civil society organisations who want to add their voice.
Why this matters:
- Scope 3 targets cannot be met without action on diets: for most retailers, around 90% of emissions sit in Scope 3, driven overwhelmingly by agricultural supply chains. WWF’s What’s in Store for the Planet is unequivocal: hitting those targets will not be possible without action on diets.
- It’s a commercial imperative: retailers heavily reliant on animal-based supply chains face growing input cost volatility. A more diversified protein offer spreads supply-chain risk and builds long-term resilience. Lidl GB proved the appetite, achieving a 694% increase in plant-based sales against a 400% target.
- Europe is moving and UK retailers risk being left behind: Carrefour exceeded its €500 million plant-based sales target two years early. Ahold Delhaize has committed all its European retailers to 50% plant-based protein sales by 2030. UK retailers that delay risk falling behind both their European competitors and the trajectory of expected regulation.
- The public want it: As Eating Better’s public attitude survey shows, two-thirds of UK citizens are open to reducing their meat consumption. It is essential that UK citizens have access to a food environment which supports healthy and sustainable decision making. Retailers are uniquely placed to act on this.
- It’s an opportunity for British farming: Protein diversification presents an opportunity to create new markets, prioritise UK producers by reducing the amount of imported processed meat on shelf, increase farm resilience and income, and shift remaining livestock production towards higher welfare farming. Research from the Nature Friendly Farming Network found that farmers diversifying into pulses, vegetables and fruit reported improved resilience, healthier soils and more varied income streams.
“Many of our farmer members are keen to grow protein crops because of the benefits they provide, including healthier soils, reduced fertiliser dependence and new income streams. But to invest, they need clear and positive market signals. Retailers have expertly shaped consumption choices and preferences for many years and their creativity, commitment and investment is now needed to turbo-charge protein crop production and consumption. With this in place, UK farmers will have the confidence to do what they are expert at – growing what they market needs.” Jenna Hegarty, Head of Policy, Nature Friendly Farming Network
“Protein split targets that are applied throughout the entire supply chain could be one of the most significant opportunities for new markets and emissions deductions that UK farmers have seen in a generation. At Farm Adaptation Network we’re already working with livestock producers to build resilience by diversifying their farming operations towards plant protein. We welcome this call to action to urge UK retailers to adopt protein splits similar to retailers in the Netherlands and Germany as FAN has shown that proactive movement by companies downstream of the supply chain can give UK farming the confidence needed to invest and diversify as well as providing new economic streams to our farmers.” Kerri Waters, UK Director of the Farm Adaptation Network
“With the price of food in the news, it’s absolutely the right time to be talking about putting more sustainable proteins like beans and tofu on supermarket shelves. Transparently setting targets to rebalance the ratio of plant to animal-protein and really going after those targets would give UK shoppers a wider range of more affordable food to choose from.
“It would also help supermarkets hit their climate targets in a profitable way. We’re happy to be joining with climate and nature groups to set UK supermarkets this vital challenge.” Sara Ayech, UK Director at Madre Brava
“While retailers have made important progress over the last decade in tackling their impact on the planet, the pace and scale of change is still falling short. Making it easier for people to choose more plant-based protein is one of the simplest ways to cut emissions, support farmers, strengthen food security and build more resilient supply chains. The good news is that this shift is already underway – but retailers need to move faster and show real leadership if we’re going to make it the norm.” Anna Collins, Healthy and Sustainable Diets Lead, WWF-UK
