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Fruit & vegetables
From an old problem to new opportunities
We live longer
Women
Men
Life expectancy men and women in the Netherlands (CBS)
We get ill earlier in life
Men
Women
Number of years without chronic diseases at birth (CBS)
Risk factors
Problem
Meets the advice for fruit
Total
Men
Meets the advice for vegetables
Women
Fruit and vegetables sales in NL
100
95
90
85
80
Fruit
75
Vegetables
70
65
60
55
50
2006
2007
2008
2009
2010
2011
2012
2013
Daily fruit and vegetable consumption in NL
(age 19-30) in the past 25 years
Fruit men
Fruit women
Vegetables men
Vegetables women
Old guideline
Problem increases even more
1. Old advice: 160-200 grams
vegetables per day
2. New advice: minimally 250
grams vegetables per day
3. Japan: 380 grams
Why?
1. Because what’s not in it (salt, sugar, fat)
2. Rich in fibers, often shortage in our diet
3. Rich in vitamins
–
vitamin A (B caroteen), vitamin B11 (folic acid), Vitamin C
(ascorbic acid), Vitamine E (alfa-tocoferol)
4. Rich in minerals
–
Iron, magnesium, selenium
5. All in a natural mix
More?
• flavonoids: flavones (luteolin), flavonoles (quercitin),
flavanones(naringenin), flavanoles (catechin)
• glucosinolates: glucoraphanin
• lycopene
• Lutein-zeaxanthine
• sulfurophane
• anthocyane
• crypto-xanthin, betain, reservatrol, capsaïcin, fisetin
 Inhibiting growth of cancer cells in vitro, reduction in cholesterol
 Still investigated
Superfoods?
Superfoods!
Problem 2?
Seldom measured
•
•
•
•
•
Difference in methods
Difference between cultivars
Difference in growing conditions / seasons
Effect postharvest treatments (storage, packaging, transport)
Effect processing
Why? To expensive...
What if you do measure content?
New possibilities:
• Advice on cultivar choice
• Advice on growing conditions
• Improving postharvest handling
• Optimisation of processing techniques
• Transparancy: better information to consumers
• Nutrition claims like ‘source of’ or ‘high in’
New cultivation techniques
What do we know about consumer behaviour?
How much do we think we eat?
Almost 75% of the Dutch think they eat enough vegetables
Only 15% of the Dutch actually eat (the old advice) of 200 grams..
Source: Duurzaamheidskompas
How much is 200 grams?
 Hoe mensen helpen om aan 200 gram te komen?
When do we eat fruit and vegetables?
Bron: Hulshof et al, 2006
Behaviour
research
Effective
interventions on
food choice:
• Convenient
• Attractive
• Normal
• Vegetables?
Competition
Start at the consumer
• Convenient, attractive, normal.....what do we have at:
• Other eating moments: breakfast, lunch, snack
• Other eating locations: daycare, school, meetings, to go
• Other positioning: restaurants, marketing
• Be creative! New concepts
Current research in Wageningen
Restaurant
Day care centre
Secondary school
Work place
Student projects HAS Food Design
In the mix
New concepts
Make it cool
Better prices
Other eating moments
From an old problem to new opportunities
Increased consumption of fruit and vegetable concepts (checked
on nutritional content):
1. Personal health
2. Health costs society
3. Increased income for farmers
4. Other concepts (other eating moments and eating locations):
good for a healthy food industry
Thank you