Initiatives

As the nexus between protein producers and consumers, supermarkets play a critical role in shaping supply and demand for animal and plant proteins. Global supermarket giants such as Lidl, Ahold Delhaize and Carrefour Group can help meet their net zero targets by leading the transition towards sustainable, affordable proteins for all, in line with human and planetary health goals. We are working closely with supermarkets and civil society in Germany to help deliver sustainable proteins to consumers by 2030.

Reducing total production and consumption of industrial meat offers enormous climate mitigation, but has yet to receive significant philanthropic funding. Madre Brava works with leading philanthropies focused on climate, health, and animal welfare to advise their strategies, and support investment decisions focused on the protein transition.

As the net food exporter in Asia, Thailand stands to lead the protein transition for SouthEast Asia and scale the availability of plant-based and alternative proteins. Leading retailers, seafood companies, and meat producers headquartered in Thailand can usher in this foundational shift, with resounding benefits for climate, air quality, and animal welfare. Our consumer polling also suggests a big internal market. It shows two-thirds of Thais want to reduce their meat consumption and replace it with alternative and/or conventional plant-based proteins, for a healthier lifestyle. Madre Brava is working with partners in Thailand to help unlock the protein transition.