Fruitnet

Fruitbox speaks to Steven Roberts and Annelies Blaauwkamer of Rijk Zwaan, founders of the Love My Salad campaign, which celebrates its tenth anniversary in August. Designed as a way to inspire and engage with consumers in an age of social media, Love My Salad has aimed to build up a positive image of vegetables among consumers, rather than building a more traditional message around the idea that doing so should be compulsory. The project now operates in more than 20 countries worldwide as well as 14 different languages, encouraging more than 4m people every year to see vegetables differently and be inspired to eat more of them as a result. “We wanted to create a positive image for vegetables, a place where people could share knowledge and inspiration, and essentially create, share and enjoy them every day,” says Roberts. As Blaauwkamer explains, the public perception of vegetables has changed very much for the better in the past ten years. “Food consumption in general is changing and I think vegetables ca