May supermarket-free

EFM

The campaign ‘May Supermarket-free’ wants to stimulate consumers to more often buy their food directly from farmers or growers.

25-5-2026

With the slogan ‘May Supermarket-free’ Belgian organisation ‘Wervel’ wants to stimulate consumers to buy their food more often directly from the farmer or the grower. “Throughout the month of May do not buy your food products from the supermarket, but from a local alternative in the short food supply chain”, was the call to Belgian consumers. With the campaign, the organisation wants to show the consumer that local and honest food is not only tasty, but also wants to make a political and ecological statement. “For many people, the supermarket is the standard, but the system is creaking. Low prices for farmers and a lack of transparency of where, how and by whom our food is produced, are the cause of a growing gap between plate and farmer”, according to the organisation. "We do not only want to ask people to shun the supermarket, but especially to make them discover what is actually there."

The action is supported by about ten other organisations that are active in the short chain selling of agricultural and horticultural produce.