About the partnership with The Vegetarian Butcher
The Vegetarian Butcher is proudly catering at the Dutch Pavilion. With leading plant-based meat products, the aim is to show consumers that by switching to plant-based meat, they do not need to sacrifice a thing.
Having been recognized as the #2 in the Dutch Sustainable Brand Index earlier in 2021, sustainability is inherent to how we do business. With what we like to think of as the biggest food revolution of all time, we aim to release all the animals from the food chain. While this comes with great benefits for the animals themselves, it is also a key enabler when it comes to Climate Change.
The production of plant-based meat saves planetary resources, reduces the need for intensive animal farming, puts significantly less strain on the environment and has a long-term and positive effect on climate change. Findings from the EAT-Lancet Commission (Willet et al. 2019) report show that plant-based diets and substantial reductions in animal sources of foods lessen the impact on the environment. Looking at the Life Cycle Assessment of one of our latest innovations for example, the Vegan Raw Burger, it needs 96% less Co2, uses 96% less land and lowers the water consumption versus a traditional animal meat by 70%.*
About The Vegetarian Butcher
The Vegetarian Butcher was founded in 2010 by meatlover and 9th generation farmer, Jaap Korteweg. As a bonified meat lover, he realized the struggle of becoming a vegetarian himself. Meat is about taste and texture, so he has set out to deliver a vegetarian meat product that gives you exactly that. “We think it is important that our products are an ode to animal meat. It is a misunderstanding that vegetarians don’t like meat. If people didn’t like meat that much, there would be a lot more vegetarians.” The Vegetarian Butcher wants to bring an ode to meat and butcher’s craftsmanship with the new, plant-based meat.
With a broad range of nostalgic favourites for meat lovers who don’t want to miss out on the taste of meat, The Vegetarian Butcher aims to become the biggest and most impactful butcher in the world. Our plant-based proteins, which compete with animal meat with respect to taste, texture and nutritional value, have been heralded by industry figures, including a jury of butchers, culinary journalists and Michelin-star chefs. Products of The Vegetarian Butcher are now sold at over 30,000 retail outlets in 40 countries worldwide.
* Figures based on results of a Life Cycle Assessment (LCA)* following ISO 14044 standard carried out by experts at Unilever’s Safety and Environmental Assurance Centre. The study has not been externally peer reviewed.