‘Protein Shift 2.0’ campaign aims to reduce meat consumption

Flemish people currently obtain only 42.6 per cent of their protein from plant-based foods, while the government's target is 60 per cent by 2030. To accelerate the transition, it has launched a project involving supermarkets and food producers.

In recent years, there was a first Flemish “Green Deal Protein Shift”, because eating less meat is better for the climate and health. This project was promoted via the “half-half” campaign, which encouraged people to eat vegetarian for half of the week.

Despite the campaigns, the protein shift is progressing slowly in Flanders: with a share of 42.6 per cent plant-based proteins in 2024, there has only been an improvement of around 4 percentage points in 10 years.

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On Monday, the “Green Deal Protein Shift on our Plate 2.0” was launched in Brussels, in the presence of several of the more than 65 partners, including supermarkets, caterers and food producers. There will be a focus on education and youth work.

“Focusing on sustainable protein consumption remains important in view of the challenges we face,” said Environment minister Jo Brouns. “Our farmers and food companies have all the assets they need for a sustainable protein shift with local products.”

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