Back to Basic
After the trends “trends” in the food world (“trends” actually more likely to hypes), we want to go back to our fundamental roots. We lost our grounded feeling. The roots, our foundation, are mostly at the basis of cultural habits and traditions. After a while enjoying the super food trends, we ache to terms in the food industry like “normal,” “easy,” “good/ healthy,” “basic,” “biological” and “old Dutch traditions.” If we really know old Dutch traditions in this globalise world, would be a good and interesting question. Maybe it is time to get real constructive information about our food.
Anneke Ammerlaan, a Dutch Foodwatcher , forecasted a new language communicated with food, comparative with the information from the ‘Voedingscentrum.’ The ‘Voedingcentrum’ is a Dutch semioverheidsinstelling that test nutrition and gives people guidelines about food needs of human beings. These guidelines are established in ‘De Schijf van Vijf’ (literally translated as the Five Food Groups). In contrast with all the food trends (hypes) we have seen, ‘De Schijf van Vijf’ (the Five Food Groups) is the standpoint that is nearly changed since the 1950s. You can also say ‘De Schijf van Vijf’ (the Five Food Groups) is a base of our food culture in the Netherlands.
“Schijf van Vijf” (the Five Food Groups), “Voedingscentrum”.
What does this new language signify to us?
“People are looking for quick fixes. They want to reach the desired result as quickly as the can” (Anneke Ammerlaan, nu.nl). “Humanity is not looking anymore for extreme healthy food. Now, their focus is on nutrias combined with accessible prices. Avoid overeating and varied food is important elements in our new view on eating” (Foodwatcher Marielle Bordewijk, nu.nl). We want to do the right thing in a logical way, so government and companies step up to show us the right direction. Down to the ground, to find our roots. We are going back to the basics.
26 January 2017, the National Food Summit (consisting of 150 influencers from the Dutch Food industry) hold a meeting with the Dutch cabinet to discuss the future of food in the Netherlands. Within five years, Dutch consumers can get healthy and durable food anywhere they go. In supermarkets, in the hotel and catering industry, in schools, in theme parks, in healthcare and on their ways home, so in petrol stations as well. This is going to influence are conscious about good food, but it also is going to improve or individual health. During the colleges Health on school this year, we (International Lifestyle Studies students) have learned, that not only our behaviour but also the environment has a huge impact on our healthy choices. The government helps us from now on, so I cannot wait to see the change in people’s quality of life. I am curious about; Will there be an aware or an oblivious change and can we feel improvement that will make us happier? I believe it depends on the way the education is giving to us. Another agreement the Dutch cabinet and the National Food Summit have made is easier, faster and tastefully showing, the products which are safe, durable and healthy to choose. This will be the signification of the new language, which Anneke Ammerlaan forecasted. The way it will be showed is still a question market.
Signals Sector Food
Aldi’s campaign Board
DESTEP: Economy, Political
Country: the Netherlands
When I went shopping in the Aldi today, I saw a big campaign board with food information on it. There was nearly text on the board but the visual shouted ‘De Schijf van Vijf’ (the Five Food Groups). The campaign board is a sign that the supermarkets already started to promote the healthy, basic products in our eating habits.
Snacks for children, now without their super heroes.
DESTEP: Economy, Political
`Institute: the government
Country: the Netherlands
Only superheroes in combination with healthy food
Since the 8th of December we can’t find any snacks for Children with their favourite personality on the packages in the supermarkets and other environments, anymore. The pictures from their heroes on snacks promoted the desire to these snacks, while they are not healthy for them. FNLI, the Federation Dutch Food Industry, confirmed the message but complement it with the fact that the heroes will arise on Healthy food as tomatoes, apples and cucumbers. In these way the Dutch authorities accomplish what needs to be done. The children are the future. The have their whole lives in front of them. It’s the group we need to reach to set up a healthy combined with a wealthy society here in the Netherlands. But the goal of the Dutch government is to create a healthy society between now and five years. So they also need to reach the other ages.
Healthy Food for the elderly
Organisation: RIVM, the Dutch National Institute for Public Health
Country: the Netherlands.
(Tomic Hughens, 2016)
Elderly people (from the age of 65 and older) are relatively often dealing with malnutrition or with overweight. It is hard for them to stay balanced. Other health conditions such as their teeth condition and their upper-body strength which make them capable to move are important factors to control their weight. Most of the elderly do not have great health conditions and that makes it harder for them to stay balanced. The RIVM (the Dutch National Institute for Public Health) wants to improve the elderlies Quality of Life. The RVIM put new initiatives forward, such as the farm at the roof of care institution Pennemes located in Zaandam. The goal is to keep elderly moving and to let them come in touch with healthy nutritious. They have gone literally back to basic; to nature which is another important factor that improves people’s Quality of Life. RIVM’s plan is to make a healthy lifestyle fun, so it is easier for elderly to improve their weight. Another initiative from RIVM is to bring local cooks in contact with elderly and care institutions, so that they can learn how to cook more healthy and to create a homey atmosphere.
Signals other sectors
Minimalism is something we see in many sectors, during the time we live in. From clothes, we can wear for a couple of seasons because they are not trend sensitive, durable and handmade quality, like Oma a Korean fashion and textile artist, who makes unisex clothes from durable materials all by hand (Lidewij Edelkoort, Trend Tablet). To minimal art, which we see becoming popular in our visual language. Getty Images calls those visual languages: ‘Silence vs. Noise’ and ‘Divine Living’ (Getty Images, webpage). Click for more information on this link http://stories.gettyimages.com/nl/category/tips-en-trucs-nl/visual-trends-nl/I discovered the same movement in the Sector Living. We are going to live smaller, without not necessarily needed materials. A good example is the homes without the kitchens. Some places in Asia and in the city New York have been built houses without a kitchen, so these homes could have built much, much smaller (Yassine Salihine, Senior Forecaster SLEM Waalwijk, 08-12-2016). These forms of minimalism are powered by the Big Mega Trends, as Urbanisation, A bigger becoming population and the knowledge that the world as a lack of (proper) food in 2050 (E.L., the Economist, 24-06-2015).
What we know is that we need to find solutions by new technologies, to solute Mega Trends as Urbanisation, overpopulation and a lack of (proper) food. We need the government’s support to develop these kinds of techniques. The tests and the creation of technology are very expensive projects, but the government can effort them. The Great news is that the Dutch Government already thought about these trends with the forecasted problems.
Crops growing a salt water
Organisation: Zilt Proefbedrijf
Country: Texel, the Netherlands
They government support a farm on one of the Wadden Islands/ Frisian Islands Texel. On the farm, which called ‘Zilt Proefbedrijf’, grows the crops on salt water from the North Sea. The company exams the salt tolerance of crops and they already concluded that crops are able to feed themselves with the salt water as the well (bron). Besides the food lack, which humanity is creating, are we also develop a shortage of clean water. We necessary need to look for other sources to feed the fields, so that humanity gets prepared for the future things to come (Zilt Proefbedrijf, 2017).
(filmpje met Engelse ondertiteling)
A New way of producing food
In 2013, we made acquaintance with cultivated meat. It was created in the form of a hamburger. Investigators Hanni Rützler and writer Josh Schonwald were the lucky once to try this type of hamburger first. “It strongly looks like meat. The only difference I discover is that vitro meat isn’t succulent like a normal hamburger” (Rützler, scientias, 2013). “Vitro meat has the same texture as normal meat, but without the vivacity” (Schonwald, scientas, 2013). The whole world could be fed with meat from muscle cells grown in a lab. And after a couple of years we are getting more accustomed to cultivate meat. The biggest obstacle so far is not technology but the taste which is unlike what people are used to because blood, fat, and connective tissue are missing (Teddy Kuijs, blogpost, Limits to growth, 2017)
The above text is literally coming from another blogpost of mine. Vitro meat is an example of a new technology, which makes humanity enable to produce food by just one cell. In the blogpost ‘Limits to growth’ you can read what we can already create with this technique. It cannot only cultivate food, but we can also create nature as well. At 12 August 2009, the government send a call to the Dutch entrepreneurs, to create new protein sources. The Dutch Government invest 1.7 million euros for the best ideas. This could be a really good fulfilling of their goal. With these methods you create new proteins on a safe and sustainable way (Rijksoverheid, 12-08-2009).
So what if we are going ‘back to basic’, knowing much more about food and the story behind it. Our needs and values are changing. We see it right now. We also see the government devote itself to step in and help the Dutch society. We cannot be blind for the (new) food language anymore; it is manifesting itself in our system. But basic sounds like plane and that is not exactly what we want. People like unique, one-of-a-kind products. They want to feel special in every aspect of their lives, showed through their lifestyles (see the Mega Trend Solipsism/ Individualism). So what can we find about basic products that surprises us and has a unique effusion? Think of Food Design, not how food is presented, but what the presented food design wants to tell us. It is the message that is important and gives the unique feeling about the meal. In Katja Gruijters book Food Design, Exploring the future of food, the Food Designs send messages about themes as consumption, food industry, durable developments and daily basic products. The book makes us aware how food respond to our feelings. If we all speak the language of food, we are going to tell other people what is important to us, through the presentation of our food. Food hasn’t only the function to strengthen the body, like it used to be. Food became a visual lifestyle statement.
- Anneke Ammerlaan, website, retraited on 07-02-2017, http://www.annekeammerlaan.nl/
- Danja Koelman, website: nu.nl, 16-01-2017, 07-02-2017, http://www.nu.nl/eten-en-drinken/4381314/voedseltrends-2017-hoofdrol-groente.html
- De Nieuwe Winkel, geraadpleegd op 13-02-2017, http://www.denieuwewinkel.com/nl/
- E.L., Is the world running out of food?, website: the Economist, 24-07-2015, retraited on 02-05-2017, http://www.economist.com/blogs/economist-explains/2015/06/economist-explains-13
- Getty Images, webpage, 14-02-2017, http://stories.gettyimages.com/nl/category/tips-en-trucs-nl/visual-trends-nl/
- Katja Gruijters, website: Katja gruijters, introduction new book Food Design written by Katja Gruijters, 17-10-2016, 14-02-2017, http://www.katjagruijters.nl/pages/nl/nieuwshome.php
- Lidewij Edelkoort, website: TrendTablet, Fashion statement Oma, 14-02-2017, http://www.trendtablet.com/49871-oma
- Nicole Mulders, website: de hippe vegetariër, De Nieuwe Winkel: toveren met groenten in Nijmegen, 10-02-2017, geraadpleegd op 13-02-2017, https://www.dehippevegetarier.nl/vegetarische-hotspots/de-nieuwe-winkel-nijmegen/
- Mariska Vermaas, Van Dam en Van Rijn beginnen project gezonde voeding voor ouderen, website: Boerderij, 08-03-2017, restraited on 30-08-2017, http://www.boerderij.nl/Home/Nieuws/2017/3/Van-Dam-en-Van-Rijn-beginnen-project-gezonde-voeding-voor-ouderen-103642E/
- Restaurant de Niewe Winkel, website: Facebook, geraadpleegd op 13-02-2017, https://www.facebook.com/RestaurantDeNieuweWinkel/
- Rijksoverheid, website, Nationale Voedseltop: Nederland koploper gezonder en duurzame voeding, 26-01-2017, 07-02-2017, https://www.rijksoverheid.nl/actueel/nieuws/2017/01/26/nationale-voedseltop-nederland-koploper-gezonde-en-duurzame-voeding
- Rijksoverheid, 1,7 miljoen voor nieuwe eiwitten op het menu, website: Rijksoverheid, 12-08-2009, reatraited on 01-05-2017, https://www.rijksoverheid.nl/actueel/nieuws/2009/08/12/1-7-miljoen-voor-nieuwe-eiwitten-op-het-menu
- Sarah, S. (2017). MY SWEET BOY TURNS ONE (AND A OUT OF OFFICE NOTICE) [Illustratie]. Geraadpleegd van http://www.simplysarahstyle.com/ Voedingscentrum, website, 07-02-2017, http://www.voedingscentrum.nl/nl.aspx
- Tomi´c Hughens, D. (2016, 30 mei). BRIGHTEST YOUNG TALENT AT SALONESATELLITE 2016 [Illustratie]. Geraadpleegd van http://www.yellowtrace.com.au/salonesatellite-2016/Yassine Salihine, Senior Forecaster SLEM Waalwijk, 08-12-2016
- VideoLux. (2015, 10 maart). Arjen de Vos Ziltproefberijf. Geraadpleegd van https://www.youtube.com/watch?v=sZZCrZyvPJIZilt Proefbedrijf, Kennis en kansen voor zilte landbouw, website: Zilt Proefbedrij tested on Texel, 2017, retraited on 19-03-2017, http://www.boerderij.nl/Home/Nieuws/2017/3/Van-Dam-en-Van-Rijn-beginnen-project-gezonde-voeding-voor-ouderen-103642E/