First area pilot on plant proteins launched

The North Brabant municipality of Altena is the scene of the first Dutch area pilot on plant-based proteins. Interventions are being tested at supermarkets, schools and restaurants to encourage local people to make the plant-based food choice more often. Local ambassadors help by sharing their favourite plant-based product and recipe inspiration.

In Altena, it is not yet the easy or logical choice for residents to eat plant-based food more often. That makes it a representative area and a representative target group to motivate to make a plant-based choice more often. The municipality is also home to plant-based pioneers such as Schouten Europe and HAK. 

Local ambassadors

With the slogan 'Plant-based together', the campaign was launched. Local ambassadors can be seen on communication tools in the municipality. Top beach volleyball star Raïsa Schoon can also be seen in a video calling on residents of the municipality of Altena to eat plant-based food more often. 

Tastings

"Tasting that plant-based food can be delicious is the best way to convince people," says Marianne Karstens on behalf of the Green Protein Alliance. "This is why we are organising several tasting sessions together with supermarket entrepreneurs from the region. Based in part on checkout data, we will measure in the period after the tastings whether they have had a long-term incentive effect."

Government and business

Besides the Municipality of Altena and the West Brabant Region (RWB), regional companies are also cooperating. For example, HAK is encouraging the use of pulses as an alternative to animal proteins. Henk Schouten, owner of Schouten Europe, spearheaded the area pilot and is a driving force behind it all. 

The campaign grew out of a collaboration between the Green Protein Alliance (GPA), its members, the Municipality of Altena, the Province of Noord-Brabant and Wageningen-UR.

Greenproteinalliance.nl
Schoutenfood.com