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In a bold move, UK food retailer Co-op is permanently reducing pricing on all of its vegan GRO products, in a bid to end the price gap between plant-based and non-vegan foods. Reductions on some products are as high as 50%.
As explained by Jo Whitfield, Co-op Food CEO: "It's an industry-wide standard that plant-based alternatives are usually priced higher than their meat and dairy counterparts. [...] It's Co-op's ambition to make our plant-based range, GRO, even more accessible to our members and customers, helping them make decisions that collectively will have an impact on the world we all share."