Along with several other frontrunners in the food sector, HAK has committed itself to the Green Protein Alliance (GPA) as a founding member. The GPA is a unique alliance between retailers, the catering industry and food producers with the aim of promoting the consumption of plant-based food. As the market leader in freshly processed vegetables and legumes, HAK wants to play a key role in this growing consumer health trend.
In recent years, the market for plant-based proteins has been developing rapidly. HAK too, sees a clear social trend, which has been supported by organisations like the Health Council of the Netherlands and the Netherlands Nutrition Centre Foundation. In actively contributing to the GPA, HAK wants to help promote this development. “Behavioural change is something we can achieve together, each contributing in our own way. Together with the GPA we can make a concerted effort to further promote the consumption of plant-based proteins,” HAK Marketing Director Nicole Freid explains.
The company wants to use its position as a leading brand to let consumers experience how plant-based nutrition can be easily incorporated into their weekly menus. Consumers still face obstacles when it comes to the consumption of beans and other foods, says Freid. “We want to use our role as an industry leader to lower these barriers. Our successful ‘Just Add Beans’ campaign with top chef Herman den Blijker had a great impact on the promotion and consumption of legumes in the Netherlands. That also applies to our beans in standing pouches, which we launched last year. Because these products contain less water, consumers can add these beans directly to their dishes.”
Since the start of the ‘Just Add Beans’ campaign and the launch of beans in standing pouches, HAK increased its sales by 17%, which boosted the overall bean market (+15%).
Green Protein Alliance
The kick-off of the Green Protein Alliance (GPA) took place on 7 July in The Hague’s New World Campus. The GPA founders aim to increase the consumption of ‘green’, healthy and sustainable protein products. These are better for people and planet, as the Founding Members believe, and help create new market opportunities. The Dutch government and nutrition, health and environmental experts support the new alliance.
