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The Supermarket Chain Cooperative is cutting the prices of its plant-based products to help achieve carbon neutrality by 2040.
The UK retailer will invest $ 1.7 million to reduce the price of its 29 new, cold and ambient vegetarian products.
Cooperative plant based limit
The cooperative will cut some of its plant-based own-brand products by up to 50 percent. GRO Wagon Sauces (3.00, now £ 1.45), GRO Meatless Burger (3.00, now £ 1.35), GRO Meat Free Mins (3.00, now £ 1.75)
GRO Wagon Spicy Squash Cauliflower & Tofu Bag (£ 2.50, now 1.55), GRO Wagon Meatballs (3.00, now £ 2.30) and GRO Wine Curry Ready Meal (2.95, Now 2.75)
Joe Whitefield is the CEO of Cooperative Food. He said: “It is an industry-wide standard that plant-based alternatives are generally more expensive than their meat and dairy counterparts.
“At the co-op, we believe we should not spend too much money on plant-based foods. This imbalance is unjustified for vegetarians, vegetarians and those who follow a flexible diet.”
Whitfield also said Cooperative It aims to make its GRO range ‘more accessible to customers’.
He added: “We have a huge responsibility for our operations and emissions from our own brand products, and that can make a huge difference.
“This move is a step in the right direction and we encourage other retailers and brands to consider the change.”
Also, Lynn Elliott, chief executive of the Vegetarian Association, praised the cooperative’s action – branding it ‘wonderful news’.
“We support any approach that is accessible with minimal restrictions on the purchase of plant-based food,” Elliott added.
“Eating a plant-based diet is one of the best ways to reduce your carbon footprint. Also, it is delicious. ”