Campaign against 'the drama behind cheap meat'

Amsterdam, 12 March 2009-Friends of the Earth Netherlands (Milieudefensie) launches a campaign today to convince supermarket Albert Heijn to save the rainforests in South America. Netherlands largest supermarket sells meat that involves the use of large amounts of soy as feed for animals. The production of this soy leads to large-scale deforestation on the other side of the world. Milieudefensie is calling on Albert Heijn's customers to improve its policy.

Friends of the Earth Netherlands campaign symbol is a brown howler monkey vacuum packed like cheap meat. This animal is symbolic for all the plants and animals that are disappearing through deforestation caused by soy production for animal feed. The campaign will be supported by posters and radio advertisements and the website www.stopfoutveevoer.nl.

In the coming weeks Albert Heijn's customers will be informed about the drama behind their cheap meat during a tour of the larger stores in the country. Interested customers will be asked to support a petition towards Albert Heijn. Today the tour will start in an Amsterdam supermarket.

What: Milieudefensie campaign including posters and a backdrop in front of Albert Heijn supermarket
Where: Albert Heijn supermarket , Oostelijke Handelskade 1065, 1019 BW in Amsterdam
When: Friday 13 March 4-6 p.m.

As a mainport, the Netherlands is the world's second largest importer of soy. Over 90 percent of the soy that stays in our country is used as cheap animal feed, especially for chickens and pigs in the intensive animal industry. Thus the production of chicken breasts and bacon causes large scale deforestation. As a major supermarket Albert Heijn plays an important role in this chain.
Milieudefensie has repeatedly called on supermarkets to ensure that more meat replacements are available, to improve animal feed and to make their meat more sustainable. To date real improvements have yet to be made. The public campaign is meant to change that. Milieudefensie's campaign leader Wouter van Eck, “Many people expect that Albert Heijn sells them quality products. Unfortunately this is not the case, there is a drama behind cheap meat. Albert Heijn must act quickly to stop the deforestation caused by unsustainable animal feed.”

For more information about the campaign, the tour our to obtain images:
Milieudefensie press office +31 (0)20 5507333
on site during the action on Friday: 06 29593872

www.stopfoutveevoer.nl
campaign website in Dutch

Watch the video