Budget retailer Lidl has unveiled its latest strategy to reduce the amount of meat it sells and ‘motivate’ shoppers to opt for plant-based proteins instead.
Lidl has announced a bold new strategy, saying it aims to reduce its stock of animal products and increase the amount of plant-based food it sells.
The budget retailer’s new strategy was unveiled by purchasing director Christopher Graf at the International Green Week event in Berlin.
According to Graf, it’s imperative that meat consumption is reduced due to its impact on the environment in order to ‘meet the demands of a global population’.
The retailer believes that it has a moral imperative to become more sustainable “since there is no second planet.”
“All throughout the world, we need a more conscientious diet to nourish ourselves within our planetary boundaries,” Graf explained.
Lidl to push plant-based proteins
According to German newspaper Der Spiegel, Graf said that the move should not be perceived as a way to ‘dictate how customers live their lives’ but a way of motivating shoppers to buy more plant-based proteins.
He claimed the incentive would be well received by younger generations who are wanting to protect the climate, adding: “I believe that the younger generation is happy when we deal with the topic.”
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‘Taking responsibility’
“Lidl has recognised the signs of the times and is really taking responsibility for the products sold in its stores,” Greenpeace member Christiane Huxdorff said, according to reports.
“If fruit and vegetables were exempt from VAT, a diet with less animal foods would also have a positive effect in the wallet.”
Vegan Food & Living has contacted Lidl for comment
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Featured image credit: Monticello via Adobe Stock
