Veggies First campaign aims to raise visibility of vegetables at home, in supermarkets, canteens, and restaurants
Rijk Zwaan has launched an international campaign to increase vegetable consumption. The initiative primarily targets Generation Z and young Millennials (ages 24–32), a group that research shows wants to eat healthily, but struggles with convenience, price, and availability.
“Our ambition is for vegetables to take centre stage in everyday life, not as a side dish, but as the natural starting point of a meal,” said Annelies Blaauwkamer, brand manager Veggies First. “That transformation begins with creating environments where healthy choices are easier, at home, in supermarkets, canteens, and restaurants.”
Veggies First aims to put vegetables first, both literally and figuratively, by giving them more visibility on shelves, more appeal in meals, and more emotional value as both a healthy and tasty choice.
According to Professor Dr Renger Witkamp, chair in nutritional biology at Wageningen University & Research, meaningful behaviour change only happens when the environment supports it.
“Roughly 80 per cent of supermarket offerings are unhealthy. If we want people to make better food choices, we need to start where food decisions happen – canteens, restaurants, and supermarkets. The healthy option should also be the easy one.”
Veggies First is therefore focused on partnering with retailers, caterers, schools, and food developers to launch pilot projects that make vegetable-based products more available, visible, and appealing.
Veggies First is committed to long-term behaviour change and fostering a healthier food culture. The movement invites others to join the effort.
“Whether you’re a retail manager, active in food service, or a product developer—everyone can help shape an environment where vegetables are a natural and attractive choice,” Blaauwkamer concluded.
Watch the first campaign video: https://youtu.be/A-BgSyaASq0
