Not a tough man or woman as the hero of a story, but a broccoli, carrot, or tomato. 'The Brock-'n-roll Show', 'WorTEL je mee?', and 'Jij bent mijn tomaatje' are just a few of the adventures featuring fruits and vegetables in the books published by the Flemish publishing house Höngry. "Fruits and vegetables often feel like a duty to children, but by integrating them into life in a positive way, you can quickly break down that barrier," explains Bieke Biesbrouck, who founded the publishing house with her husband Mathieu.
Höngry was founded four years ago, its name inspired by a hunger for more fun when it comes to fruits and vegetables, Bieke explains. "The idea actually came from our own children," she laughs. "Like so many families, the smiles on our children's faces quickly disappeared whenever fruits or vegetables appeared on the table. But I didn't really understand why. Coming from a marketing background, I looked at it from that perspective. The fruit and vegetable section in the supermarket is arguably the most beautiful display in the store. Supermarkets now place it prominently at the front, showcasing vibrant colors, unique shapes, and intriguing textures. These products even have literal powers. They have everything it takes to be popular."
Making the first connection
"But as parents, we tend to be functional," she continues. "That makes sense because, for us, fruits and vegetables are something children have to eat because they're healthy. But to a child, the word 'healthy' means nothing. They see it as an obligation, and many react negatively to that. So we decided to approach it differently. The processed food industry has huge budgets to make their products as appealing as possible. With fresh fruits and vegetables, it's a different story. So we thought, why not add a bit of fantasy? Create fruit and vegetable characters that children can relate to."
And so the idea took shape. "The goal was to use books to step into the world children live in, addressing themes they experience themselves. Suddenly, fruits and vegetables become much more recognizable and fun. They spark interest. And it worked—after four years, we've received so much positive feedback. One of my favorite stories is about a little boy who was obsessed with The Brock-'n-roll Show. His mother told me he wouldn't stop talking about it. He was so captivated that he even asked if they could have broccoli for dinner. Isn't that wonderful? I'm not saying every child will suddenly eat a kilo of broccoli, but the first connection has been made. The negative perception of vegetables fades, lowering the threshold for trying them. Maybe the taste still isn't their favorite, but they'll carry that positive association with them throughout their lives."
Recognizable themes
Bieke writes the books herself, supported by illustrations from Bram De Baere. "We started with two books, but now we have three board books and five picture books about fruits and vegetables. Each fruit and vegetable character has a distinct personality that reappears in different stories, so children really get to know them. Take the book, Raspberry, for example. In the story, Raspberry wakes up on the wrong side of the bed. His friends try to cheer him up with a dance, a song, a hug, or a joke, but he only gets angrier and angrier—until he finally explodes with frustration. After that, he calms down, and they all share a hug. Everything is fine again. It's a very relatable theme for children, and through it, we convey the message that it's okay to be angry. Sometimes you just need to feel it, but it will pass. That's the kind of lesson we want to share."
In addition to books, the publisher also offers puzzles and games. "These are all activities families enjoy together in relaxed moments, which makes them the perfect way to reinforce the positive message about fruits and vegetables." Currently, Höngry's books are available in bookstores across Belgium and the Netherlands, as well as through Bol.com. "In the coming period, we want to expand further in the Netherlands. Some of our books have already been translated into French, but we're still exploring the best way to release them. And on top of that, they'll be launching in Greece this year, meaning we're reaching more and more children. Ultimately, our goal is to show children all over the world just how wonderful fruits and vegetables can be."
For more information:
Bieke Biesbrouck
Höngry
[email protected]
www.hongry.be
