Food challenge - Eat like a Pioneer

With a food challenge designed to inspire chefs and consumers to cook with plant based proteins and regional products, the province of Flevoland wants to make a difference in healthier food choices for a more sustainable world.
The way we are consuming is not sustainable. The amount of plant based protein is too low. And most of it is imported. Flevoland is an agricultural province that was created to supply the country with food. But nowadays a lot of product is exported and our restaurants don’t know what is available locally.
To make a difference we developed the challenge ‘Eat like a Pioneer’, 80% green on your plate. We approached the consumer with a marketing concept consisting of billboards in all municipalities of Flevoland, press releases, a social media campaign, banners, placemats, business cards, tastings, masterclasses and a final cook off.
We asked restaurants and students at the local culinary school to think of recipes which contained 80% plant protein. Restaurants were asked to place their dish on the menu so customers could taste and vote for the best dish during the “restaurant weeks”. The best reviewed dish got a place in the final. The other 7 finalists were decided by a professional jury who also judged the final cook-off. The delicious plant based recipes inspire consumers to cook with more plant based protein. We worked closely with the culinary school to teach students about plant based protein with the aim they will implement this in their future