Veggies First aims to put vegetables first

The international movement Veggies First was recently launched in the Netherlands. Its goal is to make vegetables a natural, visible, and appealing part of everyday life. The initiative focuses on Generation Z and younger millennials aged 24 to 32. Research shows they want to eat healthier, but in practice, struggle with cost, convenience, and availability.

“By 2035, vegetables should take centre stage,” says spokesperson Annelies Blaauwkamer. “Not as a side dish, but as the starting point of every meal. That begins with creating an environment where making healthy choices becomes easier—at home, in supermarkets, cafeterias, and hospitality venues.”

From sensible choice to irresistible craving

Veggies First wants vegetables to claim a more prominent and attractive role—on store shelves, on the plate, and in people’s minds. “Fast food often sparks a craving, but leaves you feeling sluggish or guilty,” Blaauwkamer explains. “With vegetables, it’s the other way around: you may not feel like it beforehand, but you feel better afterwards. We want to flip that around—vegetables should also trigger that snack craving.”

Working together toward long-term change

According to Professor Renger Witkamp of Wageningen University & Research, lasting behavioural change is only possible if the environment changes too. “Eighty percent of what's on offer in supermarkets is unhealthy. If we want people to eat better, the healthy choice needs to become the easy choice.”

That’s why Veggies First is teaming up with retailers, caterers, schools, and food developers to launch pilot projects that make vegetable products more visible and appealing. The movement has international ambitions and is calling on other parties to get involved.

Veggiesfirst.com