#week 1 / Onur ÇAKICI

Sweden’s supermarkets campaign to reduce meat consumption

Two of the largest supermarkets in Sweden have launched campaigns aimed at creating increased consumer awareness around the environmental impact of meat, encouraging consumers to lower their intake of meat and promoting plant-based alternatives.

The supermarket chain Coop has published a video called “Dear piece of meat – we need to talk” where they describe meat’s high climate and environmental impacts and promote reduced meat consumption. The message of the video is that they want to help create new attitudes towards vegetarian food and encourge people shift to a more plant-based every-day food.

The other supermarket chain ICA, has created a series of youtube films featuring interviews with Swedish people about their food preferences and attitudes to vegetables. Also brought a top chef to prepare vegetarian meals and portrayed the consumer’s reactions. They mention the main reasons to eat vegetarian food such as animal welfare, health, and private economy.

Source: Food Climate Research Network