A cross-sector coalition of 60 organisations across the Netherlands’ agri-food system is calling on the government to develop an Action Plan for More Plant-Based Food and a government fund of €65 million, to support the promotion of plant-forward diets and food production.

Inspired by Denmark’s similar successful initiative, the proposed project would actively promote the production and consumption of plant-based foods, aiming to advance the protein transition.

The True Animal Protein Price (TAPP) Coalition presented the proposal on 10 September at Nieuwspoort in The Hague to members of the Dutch House of Representatives, Joris Lohman (Christian Democratic Appeal) and Anne-Marijke Podt (Democrats 66).

TAPP Coalition signatories – which include organisations such as Oatly, ProVeg, Schouten Europe, DutchSoy, Farm Dairy, Foodvalley, The Vegetarian Butcher Collective, Green Protein Alliance and more – have requested that the government develops an Action Plan that will help enhance the resilience of the food supply chain, stimulating innovation and creating jobs while also contributing to lower healthcare costs and significantly reduced environmental impact.

The 60 organisations span businesses, retailers, producer organisations, trade associations, NGOs, educational institutions and foodservice organisations. The signatories noted that the plan would support the Dutch government’s target that by 2030, at least 50% of protein consumption should come from plant-based sources.

The signatories propose five pillars as a central framework for the plan:

1. Stimulating demand and improving the food environment

2. Strengthening cultivation through support for farmers and supply chain collaboration

3. Using public procurement as a lever, including serving more plant-based meals in canteens and public institutions

4. Research and innovation (developing new products and solving challenges)

5. Export, branding and internationalisation, enhancing opportunities in international trade

A Plant-Based Acceleration Fund with an annual budget of €65 million would support he stimulation of the entire value chain, TAPP coalition members said, recommending that one-third of the fund be earmarked specifically for organic plant-based production.

Jeroom Remmers, director of the TAPP Coalition, said: “The Netherlands is already a global leader in agriculture, food innovation and the development of plant-based proteins. With an public investment of €65 million per year, we can further build on this strong foundation, capitalise on new economic opportunities and mobilise the entire value chain.”

For the launch of this call to action, Hanne Winter (Danish Vegetarian Association and member of EU Plant-Based Diplomacy) and Rasmus Prehn (former Danish Minister of Agriculture and current CEO of Organic Denmark) travelled to The Hague to share lessons learned from the launch of the Danish Action Plan for Plant-Based Foods.

“I am both proud and pleased to see such strong interest in the Danish Action Plan for Plant-Based Foods,” Prehn said. “Combined with the €170 million Plant-Based Food Grant, it is driving change across the food system, from field to plate. The grant supports education for kitchen professionals and agricultural students, increases the use of legumes and organic food in public kitchens and private catering, and funds field trials and the development of new plant-based products.”

Prehn noted that close cooperation with a broad range of stakeholders, including civil society, has been key to the Danish initiative’s success.

“For example, we have worked closely with the Vegetarian Society of Denmark to establish a knowledge centre dedicated to plant-based organic food,” he added. “We are very pleased to share these experiences with plant-based and organic with our Dutch colleagues and contribute to the important discussion on how to accelerate the transition to a more sustainable food system.”

TAPP Coalition’s first draft plan included a much bigger call for the government to make vegetables, fruit and other plant-based foods cheaper for consumers through 0% VAT or alternatives, and to provide healthy free lunches at primary schools – initiatives that would require around €900 million euros annually.

The Danish government recently decided to reduce VAT on vegetables and fruit from 25% to 0%, starting in 2028. TAPP Coalition said it expects such steps from the Dutch government, suggesting this could be financed through a tax on meat.