On Monday 24 October, the second official National Kale Day will take place. The holiday, which was proclaimed by Albert Heijn and Koninklijke Vezet last year, puts the traditional Dutch super vegetable in the spotlight and urges the Dutch to eat more vegetables. The United States already have a National Kale Day, and the Netherlands, as a typical kale country, could naturally not fall behind. The initiators hope that everyone goes to work in their kale jumper and cooks a kale meal on National Kale Day.
Kale sector
It is going well with the Dutch kale sector. The vegetable, traditionally cultivated in North Holland, is in great demand. Sales of kale have risen sharply in recent years. One of the Netherlands’ largest vegetable processing companies, Koninklijke Vezet, sees a changing trend in the consumption of kale. Fedde Jonker, commercial manager for Vezet: “You can tell that within a healthy and conscious lifestyle, new applications of kale are looked for. Of course, the Dutch still love hotchpotch, but kale is increasingly often processed into smoothies, soups and salads.”
National Kale Day
National Kale Day has only been around since 2015, but according to the founders it is a day that suits the Dutch so well, it could have been around for centuries already. The initiators therefore hope that everyone goes to work in their kale jumper and cooks a kale meal on National Kale Day. To offer the Dutch some inspiration on how this relatively new holiday can be celebrated, ten short films have been launched that depict typical kale day scenes. The films can be viewed on Kale’s own Instagram and Facebook accounts.
Kale jumper
The kale jumper that was launched last year, has been revamped especially for the second National Kale Day. The jumper can be bought for €25 only until 17 October, after that it will be €35. It can be bought from http://shop.boerenkool.nl.Eat healthy, eat more vegetables
Koninklijke Vezet, the initiator of the campaign and producer of many easy solutions for kale, hopes the campaign contributes to one of the biggest challenges of this day and age: having people eat more vegetables. Vezet took the initiative to launch a marketing campaign for kale, because there is too little attention on vegetables and other healthy products in the world of advertising.
The kale campaign and the National Kale Day are initiatives of Koninklijke Vezet in cooperation with their kale cultivators and supermarket chain Albert Heijn. The campaign and the films have been made by the agencies, Food Cabinet and Fond from Amsterdam. More information can be found at www.boerenkool.nl.