The Greenery gives recipe ideas a spin

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

The Greenery gives recipe ideas a spin

New online slot machine makes it easier for Verse Oogst box scheme customers to find inspiring meal ideas

The Greenery gives recipe ideas a spin

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Dutch fresh produce company The Greenery has created a virtual slot machine in order to make the experience of selecting fresh vegetables a more exciting one for its Verse Oogst box scheme customers.

Launched in the past couple of weeks as an app for smartphones, tablet devices and desktop computers, the Vegetable Fruit Machine has been designed to offer five different recipes based on the five ingredients that appear at random when users activate the machine.

Those shoppers can also choose to hold any of those products before pulling down on the virtual lever once more, eventually creating their preferred combination of five meal ideas from a collection of around 3,500 individual recipes and accessing detailed information about the products.

They can also opt to remove certain products from their search, as well as indicating a preference for vegan-only items.

Recent research quoted by The Greenery apparently shows that the vast majority of Dutch shoppers have a set shopping list each week, leaving little room for inspiration or surprises.

“The Vegetable Fruit Machine’s arrival breaks this habit,” commented the company’s brand manager Mary-Grace van Leeuwen. "We want to inspire Dutch consumers and show them that a combination of vegetables leads to surprising, tasteful and particularly meals.”

She added: “We see that Dutch consumers can use some inspiration and with the Vegetable Fruit Machine we have found a nice way to do that. There is so much more to experience with surprising vegetables that just give a meal that extra dimension."

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