Nertwork platform Purple Bee Hive, an initiative by meat product producer Zwanenberg Food Group, will also focus on vegetable products. First of all the business will market various vegetable burgers, including a beet burger, a bean burger and a sweetcorn burger.
CEO Ronald Lotgerink of Zwanenberg Food Group: "Only 5 percent of Dutch people consume the norm of 200 grams of vegetable per day, the amount that is advised in healthy eating guidelines. Zwanenberg believes that this percentage should grow to at least 50 percent. We want to stimulate this grower through collaborating in the network platform 'Purple Bee Hive' with innovative entrepreneurs and other stakeholders."
Lotgerink points out that there have been many innovations in the areas of bread and dairy since 1960 and the assortments in these areas have grown considerably. "But with vegetables we haven't come further than cut vegetables, canned vegetables or soups. There are many more possibilities in this area."
Lotgerink indicates that the meat consumption in the Netherlands has declined in recent years. "Some consumers find eating meat every day too expensive and want to contribute to sustainable living. This is why we're looking at other markets and products."
Lotgerink indicates that the meat consumption in the Netherlands has declined in recent years. "Some consumers find eating meat every day too expensive and want to contribute to sustainable living. This is why we're looking at other markets and products."
Four variations of vegetable burgers are being developed at the moment. A purple beetroot burger with honey, a green bean and pea burger, a yellow sweetcorn burger and a red pepper and tomato burger. Sales manager Tjeerd van der Laan of Purple Bee Hive: "The burgers make for a colourful assortment. We play into the growing demand for healthy, sustainable products. All variations are clean label products without artificial additions."
The vegetable burger will be produced at Zwanenberg Food Group in Almelo and are expected to be offered among institutional caterers in the first quarter of 2016. Talks are also being carried out with retailers about taking them into the assortment.