Repositioning fruit consumption in dutch meals
Sep 2019 - ongoing
The average fruit intake in the Netherlands is a little over 50% of the daily recommended portion of 200 grams. This is strange, since most people enjoy the taste of fruit and acknowledge that it is an essential part of a healthy diet. However, from all the essential food groups, fruit is the only one that is not established as an ingredient in main meals. Fruit is usually consumed as a separate piece, in between or after meals, and mainly fulfills the role as a snack.
The aim of this project is to change the perception of fruit from a separate piece, consumed as a snack, to a full ingredient during meals. We start by mapping out the perception of fruit in meals in the Dutch kitchen throughout history in order to understand the current perception of fruit and make a sensible prediction for the future. In a series of experiments, we will search for ways to include more fruit into meals.
The first experiment, “Project Broodje Gezond”, will center around using fruit in sandwiches. The scope of the project focuses on prepared food services, such as catering services, restaurants and food trucks. By taking away the effort of preparation, we hope that consumers will be more likely to try something different.
Project coaches: Rick Schifferstein and Rebecca Price
Partner: Nationaal Actieplan Groente en Fruit