New EU Agriculture Commissioner faces calls for action on sustainable food systems

As the European Union (EU) prepares for a new political term, the spotlight is on Christophe Hansen, the Luxembourgish candidate for the Agriculture and Food portfolio, who is set to be confirmed on November 27 2024.

Industry stakeholders are urging Hansen to prioritise the proposed EU Action Plan for Plant-based Foods, a move they argue is critical for addressing climate change, health crises and food security.

During a recent hearing with Members of the European Parliament (MEPs), Hansen highlighted the need for a holistic approach to food systems rather than a top-down directive on dietary choices. He said that meat is “part of a balanced diet” and that “everything should be eaten in moderation”.

His comments come amid increasing pressure from advocacy groups, like ProVeg International, which argues that plant-based diets represent a sustainable solution for Europe's pressing environmental challenges.

Soizic Larcher, EU policy officer at ProVeg, commented: “There is broad scientific consensus now that plant-based diets are the most sustainable diet and that Europe should be shifting to these diets to ensure we have a fighting chance to bring down emissions from agriculture".

“Plant-based diets offer a multi-pronged solution for Europe as it faces the climate crisis, health crisis, and growing concerns about food security,” added Jasmijn de Boo, global CEO of ProVeg. "Now that the Commission has been presented with a specific recommendation to draft an action plan to accelerate the shift to greater plant-based food production and consumption, we expect Mr Hansen to be a champion of the plan and ensure its rapid and full adoption and implementation”.

The proposed action plan, which aims to strengthen the plant-based agri-food chain from production to consumption, is seen as a vital step in promoting sustainable food systems across Europe.

📝 EU Action Plan for Plant-based Foods 📝 Key actions and policy updates include:

Reviewing and updating EU food labelling rules to help consumers make informed choices about nutritional value and food sustainability.
Introducing a multi-tiered animal welfare label (initially voluntary, with evaluation for potential mandatory implementation).
Encouraging food and beverage manufacturers to step up reformulation efforts for healthier, more sustainable products.
Updating EU public procurement rules to promote healthy diets.
Providing fiscal incentives (eg., VAT reductions) for sustainable food.
Offering financial and social support to ensure food and beverages remains affordable, especially for lower-income groups.
Recommending that the EU and Member States adopt or update food-based dietary guidelines to integrate sustainability and promote consumer uptake of diets aligned with these guidelines.

Hansen's predecessor, Janusz Wojciechowski, faced similar calls, but the urgency has intensified as the EU grapples with rising food prices and the impacts of climate change on agriculture.

ProVeg has highlighted Denmark's successful implementation of a plant-based action plan, urging Hansen to follow suit.

The EU-funded Smart Protein Project, for example, indicates a shift in consumer behaviour, with many Europeans already reducing their meat intake – a trend that policymakers are encouraged to support. The project brings together the Good Food Institute, ProVeg and 31 partner organisations from 21 countries, and focuses on developing protein-rich foods derived from plants, fungi and byproducts.

Commissioner's comments

In his responses to MEPs, Hansen acknowledged the challenges facing farmers, including economic pressures from global competition and the effects of extreme weather. He committed to visiting farms across Europe and engaging with stakeholders to develop a vision for future agricultural policies within his first 100 days in office.

Hansen also addressed the need for the EU to increase its domestic protein production for livestock feed, a point where he diverged from ProVeg's stance that emphasises growing crops for plant-based food markets. His remarks signal a potential balancing act between traditional agricultural practices and the push for sustainable alternatives.

The success of the EU’s agricultural strategy will hinge on the new commissioner’s ability to navigate the complexities of modern food systems while addressing the urgent calls for sustainability and resilience in the face of climate change.

Industry impact

The anticipated confirmation of Hansen as the new EU Commissioner for Agriculture and Food is poised to significantly impact the food and beverage industry in several key ways:

1. Shift towards plant-based products

The proposed EU Action Plan for Plant-based Foods aims to bolster the production and consumption of plant-based alternatives. For food and beverage manufacturers, this could mean an increased demand for innovative plant-based products, as consumer preferences shift toward healthier and more sustainable options. Companies may need to invest in research and development to create appealing plant-based alternatives to traditional meat and dairy products.

2. Regulatory changes

Hansen's focus on updating food labelling regulations and enhancing animal welfare standards will require manufacturers to adapt their practices. Clearer labelling on nutritional content and sustainability will not only help consumers make informed choices but could also pressure companies to reformulate products to meet new standards. This could lead to increased operational costs but also present opportunities for brands that can effectively market their compliance and commitment to sustainability.

3. Fiscal incentives and support

The introduction of fiscal incentives, such as VAT reductions on sustainable foods, could provide financial relief for manufacturers producing eco-friendly products. This could encourage more companies to enter the plant-based market or expand their existing lines, ultimately fostering a more competitive landscape. Additionally, financial support for lower-income groups could increase overall demand for affordable plant-based options, benefitting manufacturers.

4. Sustainability initiatives

With a strong emphasis on sustainability, companies in the food and beverage sector will likely need to enhance their sustainability initiatives. This could involve adopting more environmentally friendly sourcing practices, reducing waste, and improving supply chain transparency. Manufacturers that proactively embrace these changes may gain a competitive edge as consumers increasingly prioritise brands that demonstrate social and environmental responsibility.

5. Market dynamics and consumer behaviour

As the EU encourages a shift towards more sustainable diets, manufacturers will need to stay attuned to changing consumer behaviours. The trend towards plant-based diets, supported by the Smart Protein Project findings, suggests that consumers are becoming more health-conscious and environmentally aware. Companies that can effectively tap into these trends by offering innovative, sustainable products will be better positioned in the market.

6. Collaboration and partnerships

The new policies may encourage collaboration between farmers, manufacturers and policymakers to create a more integrated food system. This could lead to partnerships focused on sustainable sourcing and production practices, benefitting all parties involved. For instance, manufacturers might work directly with local farmers to source ingredients, ensuring quality while supporting the local economy.

7. Long-term strategic planning

As Hansen commits to a holistic approach to food systems, food and beverage companies will need to engage in long-term strategic planning. This includes assessing their product portfolios, supply chains and marketing strategies to align with the EU’s sustainability goals. Companies that anticipate these changes and adapt accordingly may position themselves as leaders in the evolving landscape.

Who is Christophe Hansen?

Hansen grew up on a farm, giving him firsthand experience of the agricultural sector. This personal connection to farming may inform his policies and initiatives, as he understands the realities and challenges faced by farmers.

He has a foundation in European politics, having served as an MEP since 2014. His experience in the European legislative process equips him with a deep understanding of EU policies and the intricacies of agricultural and food-related legislation.

During his time as an MEP, Hansen has been involved in the Committee on Agriculture and Rural Development, where he addressed various issues on farming, food security and rural development.

This role has allowed him to engage with stakeholders from across the agricultural sector, providing him with insights into the challenges and opportunities facing farmers and food producers.

In his introductory statements, Hansen has articulated a vision for the future of EU agriculture that includes fair income for farmers, accessible land markets and reduced bureaucratic barriers.

His focus on supporting young farmers and promoting innovation indicates a forward-thinking approach that seeks to modernise the agricultural sector while maintaining its traditions.

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