Bridge2Food Europe 2024

4–6 Jun 2024 | The Hague, Netherlands

Thursday, 6 June 2024 | 14:00 - 14:25

Boosting Consumers to Choose More Plant-Based Proteins: Learnings from a Multi-Component Regional Pilot Program

Track:Track I: Consumer & Market Insights Introduction

The municipality of Altena has become the first Dutch town to launch a pilot program aiming to increase the consumption of plant-based proteins among residents. The pilot included multiple real-life interventions to cover different locations in the food environment: supermarkets, schools, restaurants and private homes. In this presentation, learnings on how to effectively change behaviour to foster the protein transition will be discussed.