Protein Transition Via Supermarket Shelves - Madre Brava

Alex Crisp, host of Future of Foods Interviews, speaks to Madre Brava's CEO, Vicky Bond. Vicky, who is a former vet, thinks a transition to plant based proteins will happen within a decade. Madre Brava is spearheading this, by urging supermarkets and global food corporations to rebalance their offerings toward plant-based proteins.

Their research shows that if six major retailers (including Tesco, Lidl, Carrefour, Ahold Delhaize, CP All, and Sodexo) achieve a 50% shift to plant-based protein by 2030, annual greenhouse-gas emissions could drop by 31.6 million tonnes, the equivalent of removing 25 million cars. Such a shift would also save enormous amounts of land and water.

In the UK, organizations working on the protein transition have persuaded Lidl GB to commit to having 25% of its protein offerings plant-based by 2030 (up from 14%), while also doubling plant-based dairy and butter lines - moves that are better for health, climate, and profits. Across Europe, Ahold Delhaize has pledged protein targets across its brands, and in Germany, Madre Brava’s analysis reveals a 30% protein shift could reduce emissions while saving supermarkets €156 per tonne of CO₂ and over €2.5 billion in total.

Listen to the full interview to find out how MB are going about persuading supermarkets to transition and why Vicky thinks the protein shift is inevitable.