A branch of KFC in Rotterdam will replace all chicken with Quorn to mark a national ‘Week Without Meat’ initiative, which takes place across the Netherlands on 9-15 March.
Welcoming KFC’s decision to part, Philip Mansbridge, UK Executive Director of ProVeg International, said: “For a branch of KFC to go 100% meat-free for a full week is nothing short of pioneering. We are seeing a glimpse into the future of fast food right here.
“This is a landmark moment, showing the industry’s need and willingness to adapt to changing consumer preferences for healthier and more sustainable foods. Public awareness around the environmental and health consequences of eating meat is growing fast. This branch of KFC is listening, and it sends a very powerful message.”
Explaining the thinking behind the campaign, Utrecht University website reads: “The initiators of the National Week Without Meat (Nationale Week Zonder Vlees) call on all Dutch people to refrain from eating meat (and fish) from 9 to 15 March, and to eat vegetarian instead. They want to make people aware of the positive impact of eating less meat and to show how easy it is to eat no meat (and fish).”