Similar meat advertising bans have been implemented by municipalities in Haarlem and Utrecht, with the ban set to come into force this year.
The Party for the Animals in Nijmegen has long supported banning adverts for polluting products and services in public spaces, and includes meat and dairy products in this definition alongside fossil fuels.
Nijmegen has also endorsed the Plant Based Treaty, becoming the 37th city around the world to do so alongside Los Angeles, Edinburgh, Amsterdam and Belfast.
More than 4,000 businesses and organizations and more than 230,000 individuals also support the Plant Based Treaty, which is based around the core principles of relinquish, redirect and restore.
Each principle is focused on contributing to a more sustainable food system and a better climate, and together encompass an end to intensive livestock farming, the promotion of a shift to a plant-based food system and ecosystem restoration.
“Last year, we put the Plant Based Treaty on the city’s radar,” said Bart Salemans, a Party for the Animals representative on the Nijmegen city council.
“We urged the municipal board to sign it, and now it has happened. By signing the Plant Based Treaty, Nijmegen is taking a great step toward a more animal-friendly and healthier future for all its residents.”
The city of Nijmegen issued a statement to accompany the Plant Based Treaty endorsement.
“The way we produce, distribute, process, and consume food has a major impact on the health of humans, animals, and the planet and contributes to the climate crisis,” the statement said.
“The municipality of Nijmegen supports these principles and is actively committed to healthy and sustainable food. Next year, the Agenda Circular City 2030 and the Vision on Health Nijmegen 2040 will be established, incorporating the theme of healthy, sustainable food. Additionally, various initiatives within the municipality of Nijmegen are already aligned with these principles.”
To mark the decision, a multi-partner project that includes universities and restaurants is launching the Nimma Sandwich. The sandwich highlights local, natural and plant-based ingredients, with all ingredients sourced from local farmers and producers, in turn contributing to Nijmegen’s goal of achieving a protein transition and shortening supply chains.
The city has also committed to serving more plant-based food in its canteens.
Lea Goodett, Plant Based Treaty Netherlands campaigner, added: “The way we produce, distribute, process, and consume food has a significant impact on our health, the health of the planet, and animals. We applaud Nijmegen for showing climate action leadership by endorsing the Plant Based Treaty, and we are excited to try their Nimma sandwich, which will help promote healthy plant-based food and support local farmers and producers.”
