Why we have to make the healthy choice the easy choice

Consumer behaviour is strongly driven by the products available to them. Products that are cheap, convenient, accessible and tasty are consistently popular amongst consumers. Unfortunately, these products are rarely synonymous with health. Eating environments offer a much larger range of unhealthy products simply due to their commercial appeal. Even when healthy products are available, consumers are less likely to purchase them. A vicious circle that results in high levels of obesity and malnutrition worldwide affecting all socio-economic positions.

To increase overall nutrition and health, change must come both in the products available and consumer behaviour. In addition to increasing overall availability of healthy products in food retail, canteens, etc., producers can create new healthy products or reformulate existing products to make them more nutritious. Digital solutions linked to personalised nutrition is a young and growing field, ensuring that consumers can be in control when it comes to their nutritional choices.

Foodvalley NL takes initiative

With so many opportunities on the horizon, Foodvalley NL is forming a variety of coalitions interested in developing solutions to shape a healthier eating environment for consumers and explore new routes to markets. Together with our partners, we will create a showcase of viable business models. These will be aligned with improving overall health to demonstrate the ecosystem at large that healthy foods are a viable business opportunity, especially when coupled with innovative technological solutions.

Are you interested in making the healthy choice the easy choice? Contact Judith van der Horst or Julie Cortal

Initiative to reduce obesity and malnutrition with personalised nutrition

Obesity and malnutrition are complex challenges, but by accelerating innovation in personalised nutrition, we can help to create a healthier and more equitable food system. EIT Food, Foodvalley NL and Food Innovation Hub Europe organised a challenge: Personalised Nutrition for All!  The challenge is a call to action to find innovative solutions to reduce obesity and malnutrition in Europe. Six winners were awarded €30,000 to further develop their solution, opening the possibility for further funding by EIT Food to develop their project and go to market. These multi-stakeholder groups, startups and early-stage solutions are the 2022 award winners.


Challenging students to create ideas to make healthy eating more appealing

Relevant for: students, governments, all types of companies

The Food Boost Challenge is an initiative by Medical Delta Living VIT for Life, HortiHeroes and Foodvalley NL. Along with knowledge institutions, business partners, governments and NGO's, we challenge students to come up with ideas to make healthy eating more appealing. In four stages – from research and ideation through to concept development and prototyping – they give a boost to their own generation’s healthy dietary pattern and of next generations. Participating companies offer support to the most promising ideas the students come up with and, with support of Foodvalley NL, collaborate to scale the concept.

The first Food Boost Challenge was launched in 2021 and focused on creating concepts that stimulate fruit and vegetables consumption in Dutch adolescents by working with the target population. The next edition of Food Boost Challenge: Limburg Healthy Hotspots, initiated by DSM, will be launched in 2022. A third and fourth are on its way. Watch this video to get inspired.

Interested in participating in or sponsoring your own Food Boost Challenge? Please contact Judith van der Horst.

Healthy eating environments in sport

Relevant for: municipalities / local governments, athletic organisations, catering business

Sport and food have a strong connection. Of course, athletes perform better with a nutritious diet. But at most sporting events, fans are presented an array of unhealthy products high in fat and low in important nutrients. This eating environments can and should be improved to help offer consumers healthier options.

A pilot is being developed during the 2022 World Championship Volleyball in Gelderland, the Netherlands. Using athletes as role models and stocking unconventional, healthier products at concession stands, new routes to market can be tested. If successful, this concept can be scaled to sporting events of all types and sizes to create a new model and stimulate healthy eating by both athletes and fans alike.

Foodvalley NL designed the approach for the pilot and scouted companies with the right kinds of healthy products to appeal to fans.

More information? Please contact Jeroen Wouters.

Prepare companies for their next funding round

Relevant for: entrepreneurs in the critical phase of commercialization and expansion

Many companies are struggling to survive and grow into scaleups. Fastlane offers vital support to ventures to overcome common pitfalls that hinder the growth of their businesses. With the help of a multi-disciplinary team of experts, the program aims to fast track companies’ growth, thereby attracting the right investors.

After the successful Fastlane 2021 edition with Willicroft, De Nieuwe Melkboer, Grassa and Rival Foods, Invest-NL and Foodvalley NL have decided to broaden the focus in 2022. Companies that are active in the themes protein transition, circular food chain (regenerative agriculture and waste stream valorisation), precision agriculture and personalised nutrition have applied to participate in the Fastlane programme 2022. The  programme combines customised guidance, personal coaching and a network of world-class experts. After each company has determined its own objectives for the programme, a customised plan is developed and implemented in six months in close cooperation with various experts. The ultimate goal is to be ready for the next investment round.

Applications for the 2nd edition are now closed. If you’re interested to apply for the next edition, please send us a message to fastlane@invest-nl.nl .

Prevent and reduce obesity through personalised nutrition by multi-stakeholder initiatives

Relevant for: every organisation developing personalised nutrition tools to prevent obesity

Three initiatives received a Booster Award in 2021. They each received: 30,000 euros development budget, 1 year of monitoring, visibility of the initiative and access to a large international food network. The award is intended to encourage these initiatives that support the reduction and prevention of obesity through the use of personalised nutrition tools. The 2021 winners are;

  • Happy Feet on Healthy Food
  • J.A.App (Juvenile Antiobesity App)
  • Ready to (h)eat meals tailored to gut, genes and guidelines

Learn more about the 2021 award winners


Personalised Nutrition Community

Relevant for: everyone related to the topic that wants active involvement

Personalised nutrition is a young and growing field. With the Personalized Nutrition Community we create a safe environment where partners can connect, share ideas and find inspiration from others engaging in this development area. This community offers a direct exchange with a diverse group of stakeholders representing a variety of cross-sectoral organizations, ranging from food to healthcare and technology to insurance. Together we identify new opportunities to scale for personalised nutrition concepts and products to improve health across the world.

As community manager, Foodvalley NL provides scouting of new community partners to help grow the community and ensures interaction with and between partners through special interest sessions. We also keep you informed on new insights emerging from Foodvalley NL initiatives and seek your input for new initiative ideas.

Do you want more information about the Personalised Nutrition Community? Please contact Judith van der Horst.

Do you want to be a partner of the personalised nutrition community or do you want support the community?
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