Amsterdam has become the first capital city in the world to vote to ban the advertising of meat in public spaces, in a landmark move designed to support healthier diets and reduce climate emissions
The Dutch capital has approved changes to its local bylaws that will prohibit adverts for both meat products and fossil fuels across public areas such as billboards and bus shelters in a bid to reshape public spaces in line with its climate and health goals.
On Thursday (January 22nd), councillors voted to amend the city’s General Local Regulation (APV), formalising restrictions that had previously been implemented through voluntary agreements with advertisers since 2020.
The proposal was jointly tabled by GroenLinks (Green/Left) and the Partij voor de Dieren (Party for the Animals), and was approved by 27 of the 45 seats on Amsterdam’s municipal council.
Amsterdam joins other Dutch municipalities such as Utrecht and Zwolle in banning meat and fossil fuel advertising, which voted to ban advertising from buses, shelters, and all screens visible in public, because of the impact on health and the climate in 2023.
Additionally, other Dutch cities, including The Hague, Delft and Nijmegen, have already introduced similar advertising bans, but Amsterdam is the first capital city to enact a ban on meat adverts.
The ban is expected to apply to advertising for meat, air travel, cruises and petrol-powered cars in public spaces. Shopkeepers will still be permitted to advertise products on their own premises, meaning the restrictions will not affect posters displayed inside shops.
Research suggests the policy reflects public opinion. A majority of Dutch consumers support a shift towards more plant-based diets, yet current protein consumption in the Netherlands still stands at around 60% animal protein. This is well above the Dutch Health Council’s recommended balance of 40% animal protein and 60% plant-based protein.
The environmental case is also clear. Animal-based foods are responsible for around twice as many greenhouse gas emissions as plant-based foods.
“We know that most of the carbon emissions in the food system comes from meat production so it makes sense for Amsterdam to restrict the advertising of meat as part of its strategy to promote food system change,” Joey Cramer, Director of ProVeg Netherlands, said.
“This policy supports Amsterdam’s existing goal of ensuring their citizens’ diets are 50% plant-based by 2050. Such a shift is not only good for the climate, it’s good for people’s health and, of course, for animals,” Cramer said.
When will Amsterdam’s ban on meat adverts start?
There has been some uncertainty around the timing of the ban. Although the measure is set to kick in from 1 May, Alderman Melanie van der Horst previously warned that implementing it too quickly could be problematic.
Speaking earlier this week, she said the city would need a “reasonable transition period” and cautioned that there could be legal implications.
Concerns have already been raised by advertisers and trade associations, some of whom have described the ban as symbolic or legally risky. Critics argue it could restrict freedom of speech and create challenges for companies, including those trying to promote more sustainable products.
Supporters, however, say the policy is about reshaping public space and increasing awareness of the climate impact of everyday consumption.
Bayou Best Foods created its vegan shrimp as a direct replacement for traditional seafood
Bayou Best Foods has expanded access to its vegan shrimp nationwide.
The plant-based seafood company is now supplying its vegan shrimp to three of the largest US foodservice distributors: Performance Food Group, US Foods, and Sysco.
This reach expansion means that Bayou’s vegan shrimp is more accessible to restaurants, hospitality, healthcare, and every other part of the foodservice industry.
“Nationwide availability was a major milestone for Bayou Best Foods,” Kelli Wilson, CEO of Bayou Best Foods, told Protein Production Technology International. “By partnering with the distributors chefs already rely on, we’re making it easier than ever to offer plant-based shrimp that cooks, tastes, and satisfies just like ocean shrimp.”
Bayou's vegan shrimp was created in collaboration with chefs and seafood experts - Media Credit: Bayou Best Foods
The move comes as the climate crisis places additional pressure on traditional animal products, including the traditional seafood industry. Alternative proteins such as Bayou’s vegan shrimp represent both sustainability and stability.
On its website, Bayou Best Foods notes that seafood demand has surged by 122 percent over the last 20 years, while overfishing, contamination, and supply chain issues have undermined wild stocks and consistent pricing.
Furthermore, up to 73 percent of consumers are seeking sustainable alternatives to seafood that meet their needs more effectively, according to the company.
Vegan seafood, diet, and sustainability
Bayou Best FoodsBayou Best Foods says its vegan shrimp has been through “rigorous” taste and texture testing
Bayou Best Foods created its vegan shrimp alongside “acclaimed chefs” and seafood experts as a direct replacement for traditional seafood.
Following “rigorous” taste and texture testing, people can expect to bake, fry, or steam the pea protein-based alternative, just like the real thing. In addition to being vegan, Bayou’s shrimp is also free from the top nine allergens.
Earlier this year, a report found that Japan’s ongoing vegan tuna boom is being driven by urban flexitarians, primarily in response to changing dietary ethics and concerns about the environment, seafood prices, and food system security.
Globally, the seafood industry could hit USD $1.3 billion by 2031. In the last year alone, Juicy Marbles and Revo Foods collaboratively produced and launched whole cuts of vegan cod and of vegan salmon. Separately, Revo Foods also relaunched its popular but divisive vegan octopus tentacle in response to “overwhelming demand.”
Forget the protein anxiety and complicated tracking apps — getting enough protein as a vegan is simpler than the internet wants you to believe
Let's address the elephant in the room. Or rather, the question that every vegan has heard approximately 47,000 times since going plant-based: "But where do you get your protein?"
It's the conversational equivalent of asking a fish about water. Protein is everywhere. We just need to stop overthinking it.
Athletes and highly active folks might need more, but even then, we're not talking about impossible numbers. The real challenge isn't finding protein. It's building habits that make hitting your targets feel automatic rather than like a daily math problem.
Stop counting, start stacking
The biggest mistake people make with vegan protein is treating it like a treasure hunt. They obsess over finding that one magical high-protein food that solves everything. But protein doesn't work that way on a plant-based diet. It's about accumulation, not isolation.
Think of it like building a playlist. No single song makes a great mix. You layer tracks until something cohesive emerges. Same with protein.
A handful of nuts here, some beans in your lunch, tofu at dinner, maybe some edamame as a snack. Before you know it, you've hit 60 grams without opening a single tracking app.
The key is making protein-rich foods your default, not your afterthought. When they're already baked into your regular meals, the numbers take care of themselves.
The heavy hitters you should actually know
Some plant foods punch way above their weight in the protein department. Tempeh delivers around 20 grams per cup. Lentils clock in at 18 grams. Seitan, if you're not gluten-sensitive, is basically pure protein at 25 grams per serving. These are your anchors.
Then there's the supporting cast. Black beans, chickpeas, and edamame all hover around 15 grams per cup. Tofu gives you about 10 grams per half block.
Even quinoa and hemp seeds contribute meaningful amounts. The point is variety. Rotating through these foods keeps meals interesting while ensuring you're covering your bases nutritionally.
Don't sleep on the underdogs either. Green peas have 8 grams per cup. Spinach and broccoli add a few grams here and there. It all adds up faster than you'd expect.
The complete protein myth that won't die
Somewhere along the way, someone decided that vegans need to carefully combine foods at every meal to create "complete proteins." Rice with beans. Hummus with pita. This idea has been largely debunked by nutrition research, but it persists like a zombie in diet culture.
Your body is smarter than that. It pools amino acids from everything you eat throughout the day and assembles what it needs. You don't have to be a food chemist at every meal. As long as you're eating a reasonable variety of whole foods over the course of a day or two, you're fine.
This doesn't mean variety is pointless. Eating different protein sources ensures you get the full spectrum of amino acids.
But the pressure to perfectly combine foods at each sitting? That's outdated science dressed up as modern wisdom.
Making breakfast do the heavy lifting
Most people's breakfasts are carb-heavy by default. Toast, cereal, fruit, maybe some oatmeal. Nothing wrong with any of that, but it's a missed opportunity. Front-loading protein in the morning sets you up for an easier day.
Scrambled tofu with vegetables takes ten minutes and delivers 15-plus grams. A smoothie with pea protein powder, peanut butter, and soy milk can hit 25 grams before you've even left the house.
Overnight oats made with soy milk and topped with hemp seeds and almond butter? Another easy 15 grams.
When breakfast pulls its weight, lunch and dinner become less pressured. You're not playing catch-up at 8 PM, desperately googling "high protein vegan snacks" while your stomach growls.
The snack strategy that actually works
Snacking is where most protein plans fall apart. It's easy to grab chips or fruit and call it a day. But strategic snacking is like compound interest for your protein goals. Small deposits throughout the day add up to significant returns.
Keep roasted chickpeas in your bag. They're crunchy, satisfying, and pack about 7 grams per half cup. Edamame pods are perfect for mindless snacking while watching TV.
A handful of almonds or a couple tablespoons of peanut butter on apple slices bridges the gap between meals without feeling like a chore.
The trick is accessibility. If high-protein snacks require preparation or thought, you won't reach for them. Make them the path of least resistance, and they become automatic.
Final thoughts
Getting enough protein on a vegan diet doesn't require spreadsheets, expensive supplements, or a nutrition degree. It requires a slight shift in defaults.
Make protein-rich foods the backbone of your meals rather than an afterthought. Let breakfast do some heavy lifting. Keep smart snacks within arm's reach.
I spent my first year as a vegan overthinking every meal, worried I was somehow deficient despite feeling better than ever. Turns out, the anxiety was the only thing I was actually lacking.
Once I relaxed and let good habits take over, the protein question answered itself.
The goal isn't perfection. It's building a sustainable pattern where hitting your protein targets feels as natural as brushing your teeth. No weird food combining rituals. No obsessive tracking. Just good food, eaten consistently, with a little intention behind your choices. That's really all there is to it.
Amongst younger adults and families, uptake of plant milk increases to more than 50 percent
Media Credit: Adobe Stock
Nearly half of German adults now drink plant-based milk alternatives.
According to a new survey conducted by research firm INNOFACT on behalf of Danone Germany, dairy-free milk is now mainstream nationwide. Most of the dairy-free milk-drinkers said health motivates them to choose plant-based.
Forty-seven percent of those surveyed reported consuming plant-based milk alternatives. Among younger adults aged 18 to 29 and households with children, that rises to 56 percent, while for people aged 30 to 49, it rises to 52 percent.
Women and flexitarians were also more likely to purchase plant milk than other respondents, and 18 percent of the people included in the study regularly drink it.
Oat milk was the most popular variety overall (48 percent), followed by almond milk (34 percent). However, amongst vegetarians, soy milk remains the most popular option (30 percent). Forty-nine percent of the survey respondents said that health was their primary motivator, while 46 percent said that theirs was animal welfare.
Among those who do not buy or drink plant-based milks, respondents said that taste and price were the main deterrents for uptake. While just 34 percent were aware that dairy milk is taxed at a lower rate than alternatives, 61 percent said they were in favour of equalizing the tax rates, which 17 percent said would incentivize purchase.
As reported by Yumda, the vast majority of respondents – 75 percent – also said they would pay more for nutrient-dense, fortified plant-based milk products. Those surveyed remained mindful of calcium, vitamin D, and vitamin B12 intake.
The survey’s results suggest that plant-based milk’s popularity spans consumer segments, officially making dairy-free products mainstream in Germany.
“Our mission is to make healthy eating accessible to all. The results clearly show that plant-based milk alternatives are no longer niche products and have established themselves as an integral part of a balanced diet,” said a Danone spokesperson.
“Consumers want products that are not only plant-based but also rich in nutrients,” the spokesperson continued. “This encourages us to communicate the benefits of added vitamins and minerals even more clearly – and to focus more on trace elements such as iodine. At the same time, we are campaigning for fair framework conditions, such as the VAT reduction for plant-based drinks to 7 percent.”
In 2024, the German Nutrition Society updated its position on plant-based diets to acknowledge their benefits for health and the environment. Research also shows that Germany could create up to 250,000 jobs and receive a a €65 billion economic boost if the country supports alternative protein production and uptake.
INNOFACT and Dana spoke with a representative sample of 1,532 people, in Germany, in October 2025, for their survey.
Experts talk about the links between diet and disease and why one of the best reasons to eat a plant-based diet is to help prevent cancer
The benefits of a vegan diet are well documented. From promoting a healthy weight and reducing our risk of heart disease and type 2 diabetes, to improving gut health and lowering blood pressure, countless studies have found good reason to consume more plant foods such as fruits, vegetables, whole grains, legumes, nuts and seeds.
Veganuary, the global January campaign, encourages people to go meat-free or reduce their intake of animal products such as dairy for the month. Besides promoting animal welfare and environmental protection, the campaign aims to raise awareness of the health advantages of consuming more plant foods.
One of the strongest reasons to switch to a plant-based diet is cancer prevention.
A study published in 2023 in the journal Nutrients suggests that the phytochemicals in plant foods help to inhibit cancer growth. Examples of phytochemicals include sulforaphane, found in cruciferous vegetables like broccoli, kale, bok choy and cabbage; and carotenoids, found in carrots, tomatoes and squash.
“Phytochemicals are found only in plants. These compounds fight harmful cell growth and reduce the risk of many types of cancer,” says Noah Praamsma, a dietitian at the Physicians Committee for Responsible Medicine, a non-profit health organisation based in Washington.
“They often do this by acting as antioxidants – compounds that stop harmful molecules, known as free radicals, from damaging DNA and other parts of your cells.”
The fibre in whole plant foods may also reduce our cancer risk. It helps to remove carcinogenic compounds from the gut, promotes a healthy community of gut bacteria that makes cancer-fighting compounds, and helps us maintain a lower body weight, Praamsma says. Being overweight is linked to greater inflammation in the body, which may heighten the risk of developing cancer.
A 2025 review by Chinese researchers published in the journal Food & Nutrition Research found that higher dietary fibre intake from plant sources is associated with a lower risk of developing and dying from several types of cancer, particularly cancers of the digestive and reproductive systems.
The researchers noted that increasing daily fibre intake – from about 7g (0.25oz) to 36g a day – could significantly reduce colon cancer risk.
As plant-centred diets tend to be higher in dietary fibre, rich in micronutrients and phytochemicals, and lower in calories, processed foods and saturated fat, they may also help cancer patients manage treatment side effects, recover more quickly and improve their long-term health.
“Some observational data suggest that plant-forward patterns may support faster recovery and fewer complications, largely because of better metabolic health and inflammation control,” says Karthika Thirugnanam, a clinical nutritionist and dietitian at Tucker Medical in Singapore who works with cancer patients.
However, she emphasises that during chemotherapy, radiation or post-surgery recovery, it is essential for people with cancer to consume adequate calories and protein.
“A poorly planned vegan or vegetarian diet that is too low in energy or protein can worsen outcomes through malnutrition and potential lean-mass loss,” she says.
When planning a plant-focused diet to support cancer treatments, Thirugnanam says to emphasise nutrient density, protein adequacy and energy sufficiency, and not merely plant exclusivity.
She recommends focusing on the following core foods:
Legumes (beans, lentils, chickpeas, soy foods): These provide fibre, protein, iron and zinc, support glycaemic (blood sugar) control, and optimise gut health by improving microbiome diversity.
Whole grains: These are associated with reduced colorectal cancer risk and improved insulin sensitivity. Examples include brown rice, oats, quinoa, and wholewheat bread and pasta.
Vegetables and fruits: These supply folate, potassium, antioxidants and phytochemicals linked to lowering overall inflammation. Choose a variety of colours: they contain various phytonutrients that offer different health benefits.
Nuts and seeds: Eaten in appropriate amounts, these provide healthy fats and minerals and have been associated with lower cancer mortality in observational studies.
Healthy fats: Fat is necessary for calorie adequacy and absorption of fat-soluble vitamins and is particularly important during treatment when appetite is poor.
Choose fruit and vegetables in a variety of colours: they contain various phytonutrients that offer different health benefits. Photo: Shutterstock
It may be challenging for many people to give up meat, poultry, seafood, eggs and dairy products at once in favour of a completely plant-based diet. In this case, start by trying to fill your plate with as many plant foods as possible.
“If you are new to a whole food, plant-based diet, I recommend stocking your fridge with whatever foods you’re most likely to eat,” says Praamsma.
“The ‘perfect’ diet isn’t perfect if your taste buds aren’t on board and you start skipping the meals you planned in favour of food with animal products. Start by finding vegan recipes that you enjoy and that are sustainable for you right now.”
Avoid or minimise ultra-processed snacks like crisps and heavily refined mock meats, deep-fried food like French fries, and refined carbohydrates including sugary packaged cereals, white bread, pastries and cakes, Thirugnanam says.
These foods tend to be devoid of important nutrients while being high in fat, calories, sugar and sodium. They may also increase cancer risk. A study published in 2023 in the journal Clinical Nutrition found a consistent significant association between the intake of ultra-processed foods and the risk of overall and several cancers, including colorectal, breast and pancreatic cancer.
Louis Yap, a senior dietitian at Mount Elizabeth Novena Hospital in Singapore, stresses the importance of supplementation if you are considering eliminating animal products from your diet.
“A strict vegan diet may lead to deficiencies in vitamin B12, iron, zinc and calcium. Supplementing your diet, or incorporating nutrient-dense fortified cereals, can help,” he says.
Patients undergoing cancer treatment may experience side effects that affect their appetite and nutrient intake, Yap says.
“While a vegan diet offers antioxidant benefits, it tends to be lower in calories, which can increase the risk of weight loss and loss of muscle mass. This can significantly affect treatment outcomes, recovery and long-term survival.”
The degree of dietary restriction should be based on the patient’s condition and nutritional needs. Yap suggests consulting a dietitian to understand how to manage your dietary needs during specific phases of cancer treatment.
Yap, 38, is himself a cancer survivor. At 20, he was diagnosed with Hodgkin’s lymphoma, and his cancer journey inspired him to pursue a career in dietetics.
He is now cancer-free, and while his diet is not plant-based, he does consume plenty of fruits, vegetables and whole grains every day. He also snacks on nuts and popcorn, and makes sure that any animal protein he eats is first removed of its fat and skin. He enjoys the occasional treat, like bubble tea without sugar.
“I strongly believe in the connection between diet and disease. Eating too many unhealthy foods can increase the risk of disease, while consuming more vegetables and fruits can help reduce that risk,” he says.
“At the same time, I believe food should be enjoyed. The key is moderation – pair balanced eating with regular exercise, stay mindful of your mental health, and seek support when you need it.”
Thirugnanam adds that for a plant-based diet to be most protective, it should provide nourishment.
“That means it helps you meet your calorie needs, get enough protein, cover key micronutrients and support healthy body composition and metabolic health, especially during cancer treatment or recovery.”
She adds that nutritional adequacy and overall diet quality consistently matter more than dietary labels alone.
“That nuance is essential to understand if you want plant-based eating to be both effective and sustainable.”
