It has been in effect in Austria for some time: Prices for meatless dishes at furniture giant IKEA are now primarily lower than prices for meat dishes. The Ingka Group, which controls the majority of IKEA stores worldwide, is altering the prices of plant-based goods. The goal is to reach out to more people and provide them with a less expensive option to Köttbullar and hotdogs. Vegan and vegetarian meals are now inexpensive, or at least on par with meat ones.
"By providing more sustainable options to the many people, we hope to give them more options and inspire them to try the vegetarian hotdog, for example, rather than the meaty original they are accustomed to." "At Ikea, we believe that sustainable products should be affordable for as many people as possible, rather than just a luxury for a few," said Jesper Brodin, CEO of Ingka Group, according to the Standard.
IKEA stores provide over 600 million meals per year, and more than half of the selections in Austria are already meatless.
Plant-based meals should be more integrated into global gastronomy menus in order to diminish the self-evidence with which we serve animal goods and return to a foundation of sustainable products for climate action and achieving the Sustainable Development Goals by 2030.