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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.
Chief executive – Co-op Food