The protein transition calls for behavioural change on a large scale. From 2026, the national campaign ‘Wissel ’ns Wat!’ will give this a fresh impetus by encouraging consumers, in an accessible and positive way, to choose plant-based options more often. This campaign is the successor to National Meat-Free Week.
Instead of focusing on what you leave out, the campaign centres on what you add: more flavour, variety and enjoyment at the table. Through concrete, relatable moments (from lunch to barbecues), the switch is made achievable and appealing. The Goeie Grutten Foundation supports this renewed approach because of its focus on broad behavioural change and its contribution to a more sustainable food system.
Read more: www.wisselnswat.nl/over-ons/