Colruyt Group is a Belgian family business which, over three generations, has grown into a retail group with nearly 33,000 workers, active in three countries. And the group still has the strengths of a family business, such as passion, expertise, simplicity and efficiency. Our aim is sustainable growth, with respect for health, society, animal welfare and the environment. Several Colruyt Group brands like Colruyt Lowest Prices, Okay, Solucious, Bio-Planet have signed the Green Deal "Protein Shift on your plate" in Flanders (Belgium) together with more than 70 organisations. The aim is improve the ratio between animal and vegetable protein-rich products in our diet and move towards 60 % plant proteins by 2030 (today, the ratio is about 60/40 animal/plant protein sources). Frederic will highlight some learnings, opportunities and challenges.