HAK reduces prices to make legumes more popular

Vegetable and legume producer HAK is taking a notable step to promote legume consumption. Starting in November, the company will reduce the recommended retail price of a large selection of its legume products by an average of 15%. With this move, HAK aims to encourage more Dutch consumers to include legumes—a healthy, sustainable source of plant-based protein—in their diets.

Legumes as a sustainable choice

HAK is lowering prices on various legumes, such as chickpeas and kidney beans, available in both pouch and glass jar. This price reduction is fully absorbed by HAK; the company accepts a smaller margin to make legumes more accessible for consumers. Importantly, the quality and weight of the products remain unchanged. According to HAK’s general manager Nicole Freid, the goal is clear: to make legumes affordable for a wide audience without compromising on product quality or farmers' earnings.

A healthy, eco-friendly alternative

Legumes are valued for their benefits: they are high in fiber, low in saturated fat, and contribute to lowering LDL cholesterol. Additionally, they have a low climate impact and help fix nitrogen in the soil, making them vital to the Dutch dietary guidelines and the global EAT-Lancet recommendations for healthy, sustainable eating. With these benefits, legumes are a sensible choice within the protein transition, as the Netherlands gradually shifts towards a higher intake of plant-based proteins.

A strong push for the protein transition

Through this step, HAK not only aims to raise consumer awareness of the benefits of legumes but also hopes to support local cultivation. Although a National Protein Strategy exists, the current program of the Ministry of Agriculture, Fisheries, Food Security, and Nature (LVVN) offers limited focus on promoting plant-based proteins. As a market leader, HAK wants to contribute to this transition, with the ultimate goal of securing a permanent place for legumes on the Dutch menu.

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