Billa's Good Food Campaign Pushes Plant-Based Eating for Health and Climate

Billa has launched a new initiative to encourage healthier and more sustainable eating habits. The supermarket chain's latest campaign, Good Food, focuses on plant-based nutrition and mindful consumption. As part of this effort, a team of experts has been brought together to guide shoppers toward better food choices.

The centrepiece of Billa's push is the newly formed Good Food Board. This advisory group includes chefs, nutritionists, and athletes. Their role is to tackle common misconceptions about food, explain how diets affect the climate, and share practical advice for sustainable eating.

Recent research by Billa's Austria Report reveals shifting attitudes toward meat. Currently, 25% of Austrians describe themselves as flexitarians—people who eat meat occasionally. Another 17% plan to cut back on meat in the future. The main reasons for this change are animal welfare (cited by 84%), climate concerns (76%), and health benefits (68%).

Billa's summer campaign builds on these findings. It promotes plant-based meals, regional sourcing, and organic farming. The company also emphasises transparency about where products come from and how they are made. Through in-store promotions and online resources, the campaign aims to make sustainable eating easier for customers.

The Good Food Board will continue to provide recipes, tips, and facts to support shoppers. Billa's focus on regional, organic, and plant-based options reflects growing demand for ethical and environmentally friendly food. The campaign runs throughout the summer, with long-term plans to expand its reach.