📣 NEW: Madre Brava has asked the 15 largest European supermarkets whether or not they are going to tackle emissions from their supply chain and whether or not they are going to actively support European consumers to shift towards plant-rich diets to do so. The result? By the end of this year, all retailers will have climate targets including Scope 3 FLAG (forest, land use, agriculture) verified by the SBTi in place. And while Carrefour confirmed to us that they can't reach their climate targets without a shift from animal to vegetal proteins, Europe's largest retailer Lidl International and Netherlands-headquarted Ahold Delhaize race to lead the global protein transition. 🥗 Who will be the first to align their protein offerings with human and planetary health diets? The race has started - but the finish line is far. For an in-depth analysis, read the full briefing 👇 #plantbased #ProteinTransition #ClimateAction #proteinwende #sustainableproteins ALDI Nord Group EDEKA ZENTRALE Stiftung & Co. KG Kaufland Deutschland Lidl in Germany Nusa Urbancic Alexander Liedke Emilie Bourgoin Dr. Peter Kreutter, CFA. Dr. Katharina Reuter Dr. Julia Adou Gunhild Anker Stordalen Dr. med. Eckart von Hirschhausen Lionel Souque Godo Röben 🌱Hans-Jürgen Moog Paul Steinhardt Arne Wiest Christian Mielsch Niklas Oppenrieder Peer Cyriacks Stefanie Pöpken Henrike Schirmacher Reinhild Benning Virginia Cecchini Kuskow Dirk Liebenberg Amali Bunter Fabio Ziemssen WWF Germany Rutger Bregman Bertrand SWIDERSKI Sarah Lake Tim Klüssendorf Lia Carlucci 🌱 Uta Köpcke Stephanie Wunder https://lnkd.in/e3ewEKi3
Madre Brava
Non-profit Organizations
Washington, District of Columbia 2,496 followers
Brave strategies for food, farm, and forests.
About us
Madre Brava persuades companies, governments, and financiers to provide good food that is healthy for people, animals and the planet.
- Website
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www.madrebrava.org
External link for Madre Brava
- Industry
- Non-profit Organizations
- Company size
- 2-10 employees
- Headquarters
- Washington, District of Columbia
- Type
- Nonprofit
- Founded
- 2022
- Specialties
- food systems transformation, sustainable proteins, industrial meat, deforestation, climate change, healthy diets, good food, regenerative agriculture, alternative proteins, agroecology, water pollution, and environment
Locations
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Primary
Washington, District of Columbia, US
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London, GB
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Brussels, BE
Employees at Madre Brava
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Emily Armistead
Interim Executive Director - Madre Brava | Campaigns | Strategy | Organisational Leadership | Programme Direction | Environment | Non-profits |…
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Nico Muzi
Managing Director & Co-Founder, Madre Brava
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Amna Naseem
Strategy consulting for food, farms and forests
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Florian Ludwig Wall
🌐 weaving connections for economic, environmental, and social harmony. 🌐
Updates
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Madre Brava reposted this
I am incredibly honoured to take a part in this organisation which is small(ish) in set-up but huge in vision. I truly believe that once our collective minds are focussed on the protein intake needed for collective and planetary health, we will be able to tackle the enormous climate, biodiversity and health problems which we are now facing due to hugely unsustainable diets. The writing is on the wall, and I believe those corporates who are responding to it will be the winners in this race in terms of costs, consumer appreciation and global standing. Belated sharing due to a LinkedIn password lock-out, but no less excited about being on Madre Brava's board! I am extremely impressed by the quality of work being produced by this organisation.
🌍 Last but not least, the powerhouse of knowledge and influence, Lies Craeynest is the final member completing our fantastic board! Lies Craeynest is Head of Private Sector Engagement at Oxfam International. She works across the Oxfam confederation to support and coordinate Oxfam’s relations with Multinational Companies (MNCs) and large businesses, speaking out and campaigning against them when needed, and collaborating where this is possible. She has been working with Oxfam for nearly 13 years, starting off in Oxfam's GROW campaign (www.grow.org) which campaigned on climate change and social injustice in the global food system. Her focus then was on European policies on aid to agriculture as well as on European climate policy and international climate negotiations. She has taken the Brussels government to court on air quality breaches and won, and has been an active leader in a local clean air school movement, protesting every week in front of the school gates with kids and parents. Lies has worked for over 20 years in the NGO sector, in both development and environment NGOs in the United Kingdom and internationally (Brussels-based). She has a Masters in Anthropology of Development and a Masters in Psychology. "I am incredibly honoured to take a part in this organisation which is small(ish) in set-up but huge in vision. I truly believe that once our collective minds are focussed on the protein intake needed for collective and planetary health, we will be able to tackle the enormous climate, biodiversity and health problems which we are now facing due to hugely unsustainable diets. The writing is on the wall, and I believe those corporates who are responding to it will be the winners in this race in terms of costs, consumer appreciation and global standing." #MadreBrava #Sustainability #ClimateAction #ProteinTransition
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Read 👀 this hugely impressive new report by our allies Changing Markets Foundation. It clearly demonstrates the strategies being adopted by Big Meat and Dairy to distract, derail and delay climate action. Like Big Oil, the livestock sector and food producing companies are avoiding their climate responsibilities in pursuit of business as usual and adopting sophisticated PR and lobbying efforts to prevent government action. Whilst this is no surprise, it's hugely disappointing and discouraging. To keep global temperatures to within safer limits, we need a rapid shift to plant-rich diets. This requires action form the private sector and governments to enable the level and speed of transition required. Companies standing in the way of risk us overshooting Paris climate targets, putting our planetary health in jeopardy.
DELAY, DISTRACT and DERAIL: 3 tactics that help Big Meat and Dairy block global climate action across the world. Our latest report, The New Merchants of Doubt, provides the most comprehensive analysis yet of the actions and impacts of 22 major global meat and dairy companies, including Arla, Tyson Foods, JBS, and Nestle. Our report reveals the following: 🎭 Powerful Lobby: The livestock lobby has blocked regulation attempts, derailing 10 environmental policies in the European Green Deal and New Zealand's agriculture emissions tax. 🤥 Online Disinformation: Social media campaigns in the UK and US target Gen Z, misleading them to believe meat and dairy are sustainable or healthier choices. 🎩 PR Hype: 15 of 22 companies have net-zero targets, but none meet UN standards. Plans rely heavily on offsets and techno-fixes. Investment in climate solutions is minimal, with JBS spending just 0.03% of its revenue on its net-zero plan. 🔬 Misuse of Science: Industry groups promote GWP*, a methane metric that downplays livestock’s climate impact. Corporations push dubious claims about offsetting emissions and promote biogas from livestock manure as a preferable energy source. Food systems account for around a third of global emissions – with 60% coming from animal agriculture, the single largest source of man-made methane. Read the full report here: https://lnkd.in/e7wiGt_Y #NewMerchantsOfDoubt #BigMeat #BigDairy #ClimateAction #Sustainability
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Madre Brava reposted this
Senior Manager Corporate Sustainability at WWF Switzerland | Food System Change | M.Sc. Behavioral Economics
🌱 It's Protein Shift Week! Thank you, ProVeg Deutschland, for following this week's Madre Brava publication by highlighting the urgent need to move from animal-based to plant-based protein sources. Retailers hold immense responsibility in shaping our food environments - like supermarkets - where decisions are influenced by factors beyond consumer control: availability, affordability, accessibility, and marketing. At WWF, we're taking a different approach to measure the transition towards healthier, more sustainable diets. Our revised methodology is nearing publication, and here are some highlights: �� 1️. We continue to prioritize "Protein-rich foods" and "Dairy products & alternatives." 2️. Also - newly -, we advocate for a holistic approach that evaluates the entire diet sold, aiming to measure sustainable and nutritious eating comprehensively. Instead of just measuring protein content, we focus on the weight of products in tonnes. This method acknowledges the importance of diverse food categories, such as grains and fruits & vegetables, which serve different nutritional purposes. It also prevents equating the protein from less nutritious sources like candy bars or ice cream with that from chickpeas or chicken, ensuring a true measure of diet quality and sustainability. 3. Our methodology aligns with global standards such as the Planetary Health Diet, Planet-Based Diet, and national dietary guidelines. Using the weight of foods and food group proportions, rather than protein content, aligns with current dietary models, as these recommendations typically focus on the volume of foods rather than specific macro or micro nutrients. Stay tuned for the full release! Have questions? Drop them below or text me! #Sustainability #ProteinShift #HealthyEating #PlantBased #WWF Johannes Kraft Lisa-Marie Huggins RNutr Sarah Halevy Brent Loken Joanna Trewern Dirk Liebenberg Florian Ludwig Wall Nico Muzi Silvano Lieger Louise Holton Adrian Boelle Ⓥ 🌱 Maurizio Paleologo Oriundi Adrien Gras Godo Röben 🌱Fabio Ziemssen Elisa Kollenda Christian Mieles Matthias Jäger Bernadette Christina Bodenmueller Christian Som Matthew Wilkinson Swiss Protein Association Henning Stein, PhD, GCB.D Sophie Attwood Daniela Hoffmann WWF Switzerland
🌱📈 Pflanzliche Proteine pushen: Wir fordern ein Verhältnis von 60 % pflanzlichen zu 40 % tierischen Proteinen bis 2030! Wie kann das konkret funktionieren? 👇 Immer mehr Lebensmittelhändler wollen Verantwortung für die Ernährungswende übernehmen. Um konkrete Ergebnisse präsentieren zu können, brauchen sie greifbare Zahlen, die die Messung des Proteinverhältnisses im Verkaufsvolumen liefern kann. Gemeinsam mit dem Branchenverband Bundesverband für Alternative Proteinquellen e.V. - Balpro und der Albert Schweitzer Stiftung für unsere Mitwelt empfehlen wir eine einheitliche Lösung zur Messung des Proteinsplits in Deutschland, am besten mit der Protein-Tracker-Methode. 💡 Die Protein-Tracker-Methode bezieht gewichtet nach ihrem jeweiligen Proteingehalt alle Nahrungsmittel mit ein, so auch Obst, Gemüse und Getreideerzeugnisse wie Brot und Nudeln. 💯 Die Niederlande machen es vor: Hier findet die Protein-Tracker-Methode bereits flächendeckend Anwendung. Albert Heijn, Jumbo Supermarkten, ALDI Nederland, Lidl Nederland, Dirk, Ekoplaza, PLUS Retail, Picnic Technologies, Spar Holding Netherlands ☝ Lidl in Deutschland misst in der DACH-Region, Belgien und UK bereits nach der Protein Disclosure Methode des WWF. Wir möchten das Thema gemeinsam vorantreiben und eine Lösung in der Methodikfrage finden. Außerdem sollte die Messung des Proteinverhältnisses auf den Außer-Haus-Markt und weitere Bereiche ausgeweitet werden. Alle Infos finden Sie in unserem Positionspapier: https://lnkd.in/ey6cjirc #AlternativeProteins #FutureOfFood #FoodInnovation #Ernährungwende #ProteinSplit
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Madre Brava reposted this
🌱📈 Pflanzliche Proteine pushen: Wir fordern ein Verhältnis von 60 % pflanzlichen zu 40 % tierischen Proteinen bis 2030! Wie kann das konkret funktionieren? 👇 Wir legen nach. Nachdem Madre Brava am Dienstag den ersten Report zu Ambitionen europäischer Lebensmittelhändler veröffentlicht hat, setzen wir heute den Fokus erstmals konkret auf Deutschland: Insbesondere hierzulande wollen Lebensmittelhändler mehr Verantwortung übernehmen und entwickeln nachhaltige Ernährungsstrategien. Um konkrete Ergebnisse präsentieren zu können, brauchen sie greifbare Zahlen, die die Messung des Proteinverhältnisses im Verkaufsvolumen liefern kann. Dabei hilft uns auch der Blick ins Vorreiterland Niederlande. Gemeinsam mit dem Branchenverband Bundesverband für Alternative Proteinquellen e.V. - Balpro und der Albert Schweitzer Stiftung für unsere Mitwelt empfehlen wir eine einheitliche Lösung zur Messung des Proteinsplits in Deutschland, idealerweise mit der Protein-Tracker-Methode. 💯 Der niederländische LEH macht es vor. Dort findet die Protein-Tracker-Methode bereits flächendeckend Anwendung und die Händler setzen sich ambitionierte Ziele und setzen erste Maßnahmen um. Albert Heijn, Jumbo Supermarkten, ALDI Nederland, Lidl Nederland, Dirk, Ekoplaza, PLUS Retail, Picnic Technologies, Spar Holding Netherlands ☝ Lidl in Deutschland misst in der DACH-Region, Belgien und UK bereits nach der Protein Disclosure Methode des WWF. Wir möchten das Thema gemeinsam mit dem WWF vorantreiben und eine Lösung in der Methodikfrage finden. Außerdem sollte die Messung des Proteinverhältnisses auf den Außer-Haus-Markt und weitere Bereiche ausgeweitet werden. zum Positionspapier: https://lnkd.in/efUqkksY Esther Rabofski Godo Röben 🌱 Mariella Meyer Florian Ludwig Wall Charlotte Linnebank Puck Simons Joanna Trewern Stephanie Wunder Jana Gandert Ivo Rzegotta Dietlinde Quack Dr. Anna Stief Julia Jägle Christiane Seidel Matthias Jaeger Christian Mieles Myriam Taphorn Alexander Liedke Emilie Bourgoin Verena Wiederkehr Sina Wiewel Felix Hnat Lia Carlucci 🌱 #AlternativeProteins #FutureOfFood #FoodInnovation #Ernährungwende #ProteinSplit
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We are thrilled to welcome Lynn Pasterny as Madre Brava's new part-time Germany Campaign Consultant. Lynn has almost a decade of campaigning, policy and corporate engagement experience in the civil society sector, driving positive change for the environment and human rights - most recently as Policy and Comms lead at the environmental organisation Earthsight. Lynn will help us accellerate the plant protein shift in Germany. If you're keen to collaborate with us in Germany, please do reach out to Florian Ludwig Wall or Lynn Pasterny Anna Stief, PhD Virginia Cecchini Kuskow Reinhild Benning Christiane Barnickel Saskia Richartz Peer Cyriacks Dirk Liebenberg Nicole Polsterer Niklas Oppenrieder Nusa Urbancic Etelle Higonnet Emily Armistead Wichayapat P. #ProteinTransition #PlantBased #SustainableProteins To learn more about our recent work 👇 https://lnkd.in/e3ewEKi3
Madre Brava — European supermarkets race to lead global protein transition
madrebrava.org
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Lidl International and Ahold Delhaize are outperforming other European retailers in terms of transitioning their protein offering to a more planet-friendly, lower-emission template, a new study by Madre Brava has found. Commenting on the retailers' efforts, Nico Muzi, managing director of Madre Brava, said: “Consumers across Europe want to cut down on meat. Supermarkets can support this shift to healthier, more sustainable diets by making wholefoods and plant-based products cheaper and more accessible. "We call on all major European food retailers to commit to rebalancing their protein product sales in line with human and planetary health goals. This is not only good for people, animals and planet; it’s good business too.” Story by Stephen Wynne-Jones REWE Group ALDI SÜD Tesco Sainsbury's Carrefour EDEKA ZENTRALE Stiftung & Co. KG Mercadona https://lnkd.in/gTnwD3M9
Lidl, Ahold Delhaize Ahead Of The Pack In Terms Of Protein Transition: Study | ESM Magazine
esmmagazine.com
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Madre Brava reposted this
🌎 Compelling study from Madre Brava on the role of supermarket retailers in the shift from animal-heavy diets to plant-rich diets to achieve human and planetary health goals. 🥩 Meat and dairy alone account for 51% of all #Scope3 emissions in European supermarkets, highlighting the urgent need to rebalance protein sales to achieve #NetZero climate goals. 🥦 The shift towards plant-rich diets is a positive step, but as the report reveals, “the finish line is far.” Read all about how the 15 largest European supermarket chains are tackling their climate and protein transition goals in Madre Brava’s analysis below 👇
📣 NEW: Madre Brava has asked the 15 largest European supermarkets whether or not they are going to tackle emissions from their supply chain and whether or not they are going to actively support European consumers to shift towards plant-rich diets to do so. The result? By the end of this year, all retailers will have climate targets including Scope 3 FLAG (forest, land use, agriculture) verified by the SBTi in place. And while Carrefour confirmed to us that they can't reach their climate targets without a shift from animal to vegetal proteins, Europe's largest retailer Lidl International and Netherlands-headquarted Ahold Delhaize race to lead the global protein transition. 🥗 Who will be the first to align their protein offerings with human and planetary health diets? The race has started - but the finish line is far. For an in-depth analysis, read the full briefing 👇 #plantbased #ProteinTransition #ClimateAction #proteinwende #sustainableproteins ALDI Nord Group EDEKA ZENTRALE Stiftung & Co. KG Kaufland Deutschland Lidl in Germany Nusa Urbancic Alexander Liedke Emilie Bourgoin Dr. Peter Kreutter, CFA. Dr. Katharina Reuter Dr. Julia Adou Gunhild Anker Stordalen Dr. med. Eckart von Hirschhausen Lionel Souque Godo Röben 🌱Hans-Jürgen Moog Paul Steinhardt Arne Wiest Christian Mielsch Niklas Oppenrieder Peer Cyriacks Stefanie Pöpken Henrike Schirmacher Reinhild Benning Virginia Cecchini Kuskow Dirk Liebenberg Amali Bunter Fabio Ziemssen WWF Germany Rutger Bregman Bertrand SWIDERSKI Sarah Lake Tim Klüssendorf Lia Carlucci 🌱 Uta Köpcke Stephanie Wunder https://lnkd.in/e3ewEKi3
Madre Brava — European supermarkets race to lead global protein transition
madrebrava.org
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Madre Brava reposted this
🌱🛒 LIDL AND AHOLD DELHAIZE RACE TO BE FIRST RETAILERS TO ALIGN PROTEIN SALES WITH CLIMATE GOALS While each of Europe’s 15 largest supermarkets has set targets to reduce emissions from their food sales, only five have made commitments to increase their sales of plant proteins, according to research by Madre Brava. This is despite meat and dairy driving nearly half (47%) of all emissions from food retailers in Europe. Lidl in Germany and the Netherlands’ Ahold Delhaize lead the race, vying to be the world’s first retailers to align their protein offerings with climate targets. It means that even though food is the main source of Europe’s consumption-based emissions, two-thirds of the continent’s biggest retailers aren’t doing enough to lower their impact. But a faster transition towards plant-rich diets is needed for “health, climate and affordability” reasons, says Nico Muzi, managing director of Madre Brava. “First, the transition helps rebalance protein sales to meet health goals in line with the most advanced dietary guidelines in the EU. Second, supermarkets can’t meet climate goals without rebalancing their protein sales. Third, supermarkets can make legumes and plant-based alternatives cheaper and more accessible, especially for low-income families,” he tells Green Queen. A 2023 study by Profundo for Madre Brave found that if Ahold Delhaize, Carrefour, Lidl and Tesco replaced half their meat sales with plant proteins by 2030, they’d save emissions equivalent to taking 22 million cars off the road, land the size of Portugal, and water equivalent to 228,000 Olympic-size swimming pools every year. For supermarkets to align with the 1.5°C goal, Madre Brava is asking all food retailers to publicly disclose their plant-animal protein splits at the group level, and commit to making 60% of sales plant-based by 2030. Around 40% of all protein sales are already plant-based in the Netherlands, where all retailers disclose this ratio. The report also calls on retailers to present a clearly defined pathway of how they will achieve their scope 3 emissions reduction targets, where dietary shifts need to be given a major role. But a just transition for farmers is vital too – a transition to diets aligned with the EAT-Lancet Commission’s recommendations could increase farm income by 71% in Europe by 2050. Learn more in the full article: https://lnkd.in/evGh43S8 #GreenQueen #altprotein #futurefood #plantbased #emissions #foodsystems #climatechange
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Madre Brava reposted this
Lidl in Deutschland and Ahold Delhaize are outperforming other European retailers in terms of transitioning their protein offering to a more planet-friendly, lower-emission template, a new study by Madre Brava has found. "We call on all major European food retailers to commit to rebalancing their protein product sales in line with human and planetary health goals," said Nico Muzi, managing director of Madre Brava. #lidl #aholddelhaize #protein #madrebrava
Lidl, Ahold Delhaize Ahead Of The Pack In Terms Of Protein Transition: Study | ESM Magazine
esmmagazine.com