Approx 585 words.

At Co-op, we don’t think plant-based foods should cost more than non-vegan food. That’s why, from May 2021, we’re reducing the price of our popular GRO range to match the price of our meat and dairy-based counterparts, saving Co-op customers money on the foods they love. Co-op Food chief executive Jo Whitfield explains…

When it comes to buying food, we don’t think it’s fair for people to have to pay more to make the plant-based choice. That’s why we are reducing the price of our plant-based GRO range to make it easier for our customers to buy their favourite vegan alternatives.

From May, 29 of our GRO products will have their prices permanently reduced, in some cases by more than 50%, to match their meat and dairy-based counterparts. So, whether you’re vegan, vegetarian or just looking to introduce more plant-based meals into your diet with new and delicious meat alternatives, Co-op offers a range of accessible and flavour-packed options to help you do just that. After all, no one should feel priced out by the plant-based choice.

Plant-based alternatives are often priced higher than their meat and dairy counterparts, and I believe that’s unfair to those following vegetarian, vegan and flexitarian diets. We want to make it easier for our members and customers to access a variety of foods that are both affordable and delicious.

You can see from our Ethical Consumerism Report that sales of vegetarian and plant-based alternatives have doubled in a decade, with more people than ever interested in moving towards a plant-focused diet. Making our GRO products accessible to all is our response to this and we encourage other retailers and brands to consider making the change too.

The road to carbon neutral

Making our vegan food more accessible is just one part of our 10-point plan to tackle climate change. It’s Co-op’s mission to achieve net-zero carbon emissions by 2040 – 10 years ahead of the government’s own target – by making long-term changes to the way we operate.

But it’s about short-term term goals, too. Crucially, the plan sets out targets for Co-op to be the first supermarket to sell fully carbon neutral own-brand food and drink by 2025. It is vital that we are ambitious in our targets, setting ourselves milestones along the way in line with what science is saying about climate change. Reducing emissions from our own-brand products and operations is where we have the greatest responsibility and can make the biggest difference. We must recognise our responsibility as a major business to change the way we operate in order to mitigate and prevent the impacts of climate change on our planet.

Something for everyone…

Eating more plant-based meals doesn’t mean having to give up the foods you love. Co-op’s GRO range offers plenty of great-tasting meat-free alternatives, from GRO Sizzlin’ Sausages to GRO The Incredible Burger, as well as delicious vegan dishes in their own right (my favourite is the GRO Katsu Chick’n Curry).

Eating plant-based food should, and needs to be attainable for all, which is why we’ve made our GRO range more affordable for everyone. Browse the full GRO range and keep a look out when you’re in stores next.

If you’d like to find out the steps we’re taking to protect the environment, you can read the 10-point plan in full (link), or head to our sustainability and environment home pages.

Jo Whitfield
Chief executive – Co-op Food

Join the conversation! 15 Comments

  1. amazing

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  2. I don’t know if you have them as part of this range, but if not could you please start selling gluten-free falafels again? My local Co-op has stopped selling falafels altogether for some reason which, when you’re meat and gluten-free, doesn’t leave a lot of options for snacks or picnic items. Even if it means stocking the Gosh! ones, it’d be very much appreciated.

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  3. Hi, the Gro is reasonable range and I buy it often – love the burgers. Could I suggest that membership details include options to select vegan and maybe other associated personal details that people may be interested in? You will then be able to target your offers and marketing better. For a vegan it’s often disappointing to see marketed products that contain animal derivatives in them. This is the reason I deselect marketing options because I know 90%+ will be as a result of animal cruelty.

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  4. Could you reduce the packaging too? Thanks!

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  5. I like the idea of promoting fairness in price. It would be good to see Veggie/Vegan alternatives in the £5 freezer filler deals too 👍

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  6. Enjoy, Mary! ^Scott

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  7. As a vegan and member I was delighted by the introduction of the gro range. They were very expensive but wanted to support the cause. However, they were poor value and not very palatable. Hence sadly I refer to them as the grotesque range.
    I really think you should consider looking at the Living on the veg range. (By BOSH) they are amazing and far better value and consider using them to be your suppliers and your sales will escalate!!

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  8. Well done for promoting xx

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  9. The price cut of the plant-based Co-op GRO range is excellent news. Thank you 😊

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  10. Excellent!!! Thank you. Unfortunately there will always be people who you can’t keep happy!! Get set for the moans🤪

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  11. Pity they don’t do the same for gluten free food ,if coeliac you don’t have the choice of what you eat .example a loaf of bread less than half the size of a normal loaf and can be up to three times the price …come on co op lead the way !!!

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  12. Excellent! The Coop takes the lead!

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#TheCoopWay, Food, Jo's Blog