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As an experiment, supermarket chain Jumbo put meat substitutes among the meat on the same shelf at seven stores. Perhaps then people would choose the vegetarian option more often, was the idea. Now that this has proven to have little effect, meat and meat alternatives are being separated again. What measures do work?
According to a Jumbo spokeswoman, the action had insufficient effect. "We mainly saw that people who normally eat vegetarian had more trouble finding the products. Also meat eaters were hardly tempted to make another choice," the spokeswoman said.
More needed
When Jumbo began the pilot earlier this year,
What does help?
One success story comes from the Norwegian supermarket Oda. There they saw sales of meat drop after customers were confronted with the carbon footprint of their purchases on the receipt. According to
Climate warning
A study by the
One menu indicated that dishes with red meat have a negative impact on the climate. The dish was given a red label saying, "This item has high greenhouse gas emissions and a high contribution to climate change."
The other menu contains green labels with positive text accompanying more sustainable dishes without meat. The message: "This item is environmentally sustainable. It has low greenhouse gas emissions and a low contribution to climate change."
Compared to participants in the control group (who were shown a menu without labels), 23.5 percent more participants chose a sustainable dish when shown the menu with red labels. When shown the menu with green labels, nearly 10 percent more participants chose a more sustainable product. So, according to the researchers, it works better if the negative impact of food is emphasized rather than the positive impact.
Next step
After this test, Jumbo will look at other ways to raise awareness of meat substitutes among customers. What these tests look like is still unknown. "At Jumbo, we support the transition to a more plant-based diet," spokesperson
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