A collective movement to encourage more plant-based consumption
Supermarkets need to stop pushing the demand for meat. In practice however, they are all caught in the stranglehold of competition; cheap meat is a crowd puller. European antitrust legislation prohibits agreements on collective measures to reduce the sale of meat. Dutch legislation however, has recently created room to break away from this catch-22. This project aims to create a sector agreement among supermarkets to facilitate reducing the sale of meat.