First national campaign for a more plant-based diet

With the slogan It can also be done this way The first national campaign for a more plant-based diet was launched on June 1, 2019. Initiator The Green Protein Alliance , of which rotterzwam is a founding partner, uses this multi-year campaign in text and images to demonstrate how it can be done differently, by suggesting a plant-based option for every animal product or recipe. This encourages the Dutch to consciously consider their choice of animal or plant-based products.

Restoring balance is urgent
According to the latest food consumption survey, the Dutch get 61% of their protein from animal products and 39% from plant-based products. Restoring this balance to at least 50/50 in our diet is crucial for a healthy and sustainable future for both people and the climate. This view was also recently shared by the Netherlands Environmental Assessment Agency (PBL). They emphasize the importance of a more sustainable diet through a shift from animal to plant-based products. Although we are moving in the right direction, this balance is not shifting quickly enough. The #zokanhetook campaign aims to accelerate the restoration of this balance.

Changing habitual behavior
Changing your eating habits is difficult because it's often a matter of habit. Moreover, many Dutch people lack the knowledge of how best to approach this. The #zokanhetook campaign addresses this by clearly demonstrating which plant-based choices can be made. For example, by clearly showing that legumes are a good choice for a meat-free day. The website's extensive selection of recipes then offers a concrete plan for action. Moreover, the #zokanhetook campaign is a widely supported initiative by GPA members. They will all promote the campaign with their products, promotions, and communication materials to encourage even more Dutch people to take action.

New classics on zokanhetook
The #zokanhetook campaign uses striking images of popular animal products, such as hamburgers, frikandels, cartons of milk, boiled eggs, and herring. These images demonstrate how plant-based alternatives can be made, such as kidney beans, edamame beans, almonds, mushrooms, and wakame seaweed.

The campaign centers on the Zokanhetook.nu platform and its associated social media channels. Here, you'll find recipes like the "new classics." These show how to transform classics like pasta bolognese into a plant-based recipe by simply replacing the ground meat with lentils.