Sector agreement protein transition

A collective movement to encourage more plant-based consumption

Questionmark is working with supermarket chains and the sector association CBL to identify the measures supermarkets can take — both individually and collectively — to accelerate the protein transition and meet the established targets (50/50 by 2023 as set by the government, and 60/40 by 2030 as committed to by several supermarket chains).

In addition, Questionmark is partnering with several civil society organisations to collaborate with the agricultural sector, businesses, academia, and government on the development of a Dutch Plant-Based Action Plan. This plan aims to mobilize investment in knowledge, networks, and financial capacity to drive the plant-based transition, inspired by the successful model implemented in Denmark.

Within this process, Questionmark is leading the engagement of supermarket chains and the sector association CBL, with the goal of securing formal endorsement of the plan on behalf of (part of) the supermarket sector.