From worrying about each other to believing in each other
Beyond the familiar paths
HAK has gold in its hands with Greens & Beans. The ambition is clear: let more people, at more times, choose healthy food. At the same time, today's consumer demands other forms, channels and stories. In this process, a sharp goal emerged: to make Green Convenience accessible and attractive to a broad target group, with new routes that reach beyond the familiar paths.
Movement in thinking and doing
Together we brought movement into thinking and doing. A dream team of directors and young talents worked intensively together, nourished by fresh perspectives from outside. Rusty assumptions were challenged and space was created for other ways of thinking and concrete ideas. Ideas were not only conceived, but also immediately tested and sharpened. This resulted in concrete, scalable route-to-market concepts that connect to how and where people live today. Think of channels and moments in which convenience, experience and relevance come together.
Understanding tomorrow's consumer
The core of the approach lay in truly understanding tomorrow's consumer. We dove into their hybrid world, where online and offline blend seamlessly. That's where Green Convenience took on a new charge. As a source of energy, fun and experimentation. A way to unburden yourself while contributing to your own well-being.
Letting go of existing frames of mind
What makes this trajectory special is the shift in mindset. By temporarily letting go of existing frames of mind, space was created for new collaborations and growth paths. Green Ease gained a broader meaning and a solid foundation to come to life through new channels. Form, message and context reinforce each other, precisely at the moments that matter.
About HAK
Neerlands Glorie Groente & Fruit operates in the FMCG sector and is committed to helping people eat more vegetables and legumes anytime, anywhere. From that mission, the organization works towards sustainable growth and innovation in the food landscape.
Wondering what new routes can accelerate your growth? Let's explore together what's possible.
Contact me.
Tess Moonen
