25 January 2024
#BEANMEAL : Dutch National Consumer Activation Pulses
10 February: World Pulses Day!
On February 3, #BEANMEAL starts in the Netherlands; a national activation campaign to stimulate the consumption of beans. Supermarkets, caterers, producers and social organizations are committed to getting all Dutch people under the spell of the bean (‘In de ban van de boon’). The initiative emerged from the Bean Deal, part of the National Protein Strategy.
KeyGene is one of the partners in the Bean Deal.
Everyone consuming a #BEANMEAL
Dutch people consume an average of 50 grams of beans per week. That is less than half the amount recommended by Voedingscentrum in the Netherlands. Therefore, the aim of the activation is to allow all Dutch people to enjoy a Bean Meal at home or outdoors around World Pulses Day – February 10: a product or dish based on beans. From kidney bean to lupin, from chickpea to field bean, from edamame to capuchin. In a salad, poke bowl, wrap or as a snack, or made into a burger, plant-based variation on yoghurt, soup or spread for bread.
Accelerated realization of protein transition objectives
The Netherlands has had a national target since 2022: by 2030 at the latest, our average diet will once again contain more than 50% plant-based proteins and less than 50% animal-based proteins. Supermarkets and caterers now have their own goals regarding the ratio between plant-based and animal-based proteins in their sales, which can, amongst others, be found in the Superlist Green. #BEANMEAL accelerates the realization of all these objectives since beans are an important source of protein.
Under the spell of the bean (‘In de ban van de boon’)
#BEANMEAL partners give their own interpretation to the activation. Supermarkets such as PLUS, Lidl, Ekoplaza and Albert Heijn promote the bean through offers in stores and online. This is supported by producers such as Bonduelle, BOON, HAK, Schouten Europe and ME-AT the alternative. Caterars Hutten, Compass, Vermaat and Vitam put beans on the menu in various restaurants. The producer organisation Eiwitboeren van Nederland (Dutch Protein Farmers) organises special Bean Meals on location.
More than healthy & tasty
Beans are not only healthy, tasty, and nutritious; the cultivation of beans also contributes to fertile soil and biodiversity. In addition, the Netherlands wants to reduce its dependence on non-European protein imports. To this end, the National Protein Strategy was launched in 2020, resulting in the Bean Deal. #BEANMEAL, therefore, devotes extra attention to products with beans grown by Dutch farmers.
More information
#BEANMEAL takes place from February 3 – 10, 2024. The BeanMeal-website provides more information about the campaign, the value of beans, participating partners and examples of products with Dutch beans.
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