Our mission

Veggies First is more than a message—it's a mindset. Our mission is to inspire and empower people worldwide to increase their vegetable consumption by making it easier, more enjoyable, and more accessible. We want vegetables to be the natural starting point for any meal.

Why Veggies First?

Despite global efforts to encourage healthier diets, vegetable consumption remains far below recommended levels in many parts of the world. At the same time, health concerns such as obesity, diabetes, and lifestyle-related diseases are on the rise.

We believe that by rethinking the way vegetables are presented, promoted, and prioritized, we can drive behavioural change. Veggies First aims to:

Shift perceptions: Vegetables aren’t difficult, time-consuming, or expensive—they're versatile staples that belong at the center of every meal, not just on the side.

Reframe habits: Encourage people to build meals around vegetables from the start, with mental cues and gently nudges towards veggie included choices. With a fresh mindset, healthy decisions become easier.

Improve access: Collaborate with other sectors within the food industry to make vegetables more accessible, appealing, and convenient.

Our approach

Through Veggies First, Rijk Zwaan aims to make vegetables more visible, more versatile, and more valued by focusing on:

Collaboration: Partnering with others to co-create solutions that put vegetables center stage—whether in supermarkets, schools, or on restaurant menus.

Awareness campaigns: Promoting practical and positive ways to include more vegetables in everyday life.

Inspiration: Sharing ideas and guidance to help people make informed choices and easily add more vegetables to their routine.

A collective effort

Veggies First is a call to action for everyone involved in the food system. From seed to plate, we all have a role in creating a culture where vegetables come first—literally and figuratively.