“Our goal is not just to make Lidl look positive to customers, we want to change something.”

German retail chain Lidl has announced new plans to reduce sales of meat and increase the proportion of plant-based foods through 2025 and beyond.

The move is part of a sustainable new business strategy aimed to help the environment and “meet the demands of a global population”,

Lidl’s purchasing director, Christopher Graf, discussed the implications of feeding the world at the International Green Week event held in Berlin last month.

‘No second planet’

Speaking to the publication Lebensmittelzeitung, Graf said: “There is no second planet.

 “All throughout the world, we need a more conscientious diet to nourish ourselves within our planetary boundaries.”

He added that food resources need to be managed carefully, and if we really want to be able to feed 10 billion people in the future, then it is important to reduce the consumption of meat.

Graf also clarified that the supermarket chain wasn’t intending to “dictate how customers live their lives,” but wanted to supply more plant-based protein options for customers to choose from.

He also noted that while some meat-lovers may be disappointed to see the supermarket cut back on supplies, he expected positive reviews from younger consumers.

“I believe that the younger generation is happy when we deal with the topic,” he said.

‘Want to change something’

The retail giant aims to motivate customers and competitors with various campaigns and activities.

“Our goal is not just to make Lidl look positive to customers, we want to change something,” Grad explained.

“If others jump on this train, that’s easier. Sometimes when we’re alone, it’s complicated.”

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