Given the high retail concentration in Europe, and because of their key role in selling food, retailers are powerful in influencing food-related legislation and crucial in shaping food environments. At present, food environments incentivise unsustainable consumption levels of animal sourced foods – through discounts, offers, prominent placements and displays, limiting the provision of sustainable alternatives, absent information and misleading marketing.

Supermarkets account for around two-thirds of total food sales, as was identied in the strategic framework, co-created in 2021. Yet, across the board, retailers are hesitant to commit to promoting less and more nature-friendly meat, claiming limited influence and expressing concern that changes will lead customers to favour competitors. Retailers have shown little willingness to take leadership by adopting animal sourced food reduction targets or making long-term commitments across their supply chains. 

This Lever of Change wants to change that.