Smaakvol veranderen: Een gesprek van boer tot bord

GEOGRAPHICAL FOCUS

The geographical focus of this food system dialogue concerned the region of Bruges, within the province of West Flanders in Belgium. Initially, stakeholders within this region were contacted, as the brainstorming focus was at the regional level. However, participants from other regions (Roeselare, Antwerp) were also given the opportunity to join the conversation.

HOW DID YOU ORGANIZE THE DIALOGUE SO THAT THE PRINCIPLES WERE INCORPORATED, REINFORCED AND ENHANCED?

For the organization and communication of the event, Living Lab Bruges partnered with Living Lab Agrotopia. To ensure broad outreach, event details were circulated among the networks of various partners. Individuals were invited to register voluntarily for the free event. Given the voluntary nature of registration, participants' commitment to contribute their perspectives was already substantial, tapping into their intrinsic motivation. It was emphasized that their insights would be invaluable in optimizing the protein shift within the Bruges region. The revision of the Bruges food strategy in 2024 takes into account the interests of different sectors, influencing the strategy's outcome. Participant engagement and motivation were driven by a sense of ownership, as no additional financial incentives were provided beyond a goodie bag. The food system dialogue employed a phased brainstorming methodology. Stakeholders and consumers from diverse sectors were seated at mixed tables to facilitate cross-sectoral discussions, embracing a multi-stakeholder approach. This setup allowed for the exchange of perspectives and ideas from different stakeholder viewpoints.

HOW DID YOUR DIALOGUE REFLECT SPECIFIC ASPECTS OF THE PRINCIPLES?

During the event, efforts were made to incorporate as many principles as possible into the dialogue format. Commitment was already established as participants voluntarily signed up. These attendees, coming from diverse sectors, were already familiar with the theme and were eager to brainstorm future strategies. Given their varied backgrounds, participants already had insight into the workings and intricacies of the food system. A keynote speaker was invited to address the topic of protein shift and its challenges, ensuring participants were informed and motivated to engage further. Emphasis was placed on the importance of cross-sector collaboration and viewing the food system as an interconnected network where different elements interact. Throughout the event, stakeholders from different sectors were intentionally seated together, allowing for the exchange of perspectives. The atmosphere remained open, with a focus on respecting each other's opinions, as the goal was to foster collaboration and reach consensus-driven solutions.

DO YOU HAVE ADVICE FOR OTHER DIALOGUE CONVENORS ABOUT APPRECIATING THE PRINCIPLES OF ENGAGEMENT?

Fostering an open environment and embracing diverse opinions are pivotal aspects when orchestrating a dialogue. Throughout the communication and structure of the dialogue, it's crucial to highlight the invaluable contribution of perspectives from various sectors in uncovering opportunities and potential solutions. Given the significant impact this has on the dialogue's outcome, it's recommended to consider this right from the initial stages of organization.

• Open communication: Information dissemination should span a wide network, including producers, distributors, consumers, and more.
• Accessible communication tailored to a broad audience: For instance, during the event, the slogan 'uw gedacht telt!' (your thought counts!) was utilized. This West Flemish expression underscores the significance of each participant's viewpoint, irrespective of their sector or background. Additionally, employing local dialects familiar to participants enhances engagement.
• Absence of absolute right or wrong: During the dialogue's second phase, participants were encouraged to brainstorm solutions expansively. Utilizing the "wonder question" prompted them to imagine unlimited possibilities in approaching the theme
• Respect for all perspectives: Participants were given opportunities to express their viewpoints individually, before engaging in dialogue with others to identify areas of agreement.

METHOD

For the food system dialogue organization, the recommended method from the cities2030 workshops and documents was largely followed, adhering to its structure and guidelines. This dialogue involved a collaboration between three partners linked to the cities2030 project: P3 BRUGES, P4 VIVES, and P6 INAGRO. Initially, clear roles were assigned, designating convenors, curators, and facilitators. P6 INAGRO took the lead as the convenor, in consultation with P3 BRUGES and P4 VIVES. They were responsible for creating communication materials, developing the informative website, and distributing them within the Flemish network, with decisions made in coordination with all partners. P4 VIVES acted as the curator, overseeing welcoming, moderation, keynote speakers, and the guidance and wrap-up of the brainstorming session. Facilitators were drawn from all three partner organizations. The event followed a structured format similar to the guidelines provided. It consisted of three main segments: an opening plenary to set the dialogue's focus, discussion groups, and a closing plenary for feedback from these groups. The event spanned a total of 3 hours:

• Welcome: 30 minutes
• Plenary opening + keynote: 30 minutes
• Discussion tables (Brainstorm): 1.5 hours
• Plenary closing or wrap-up: 30 minutes

The keynote speaker chosen was 'Mosquito in the room,' an organization well-versed in the protein shift topic, with experience in addressing large audiences. They were tasked with presenting the evolution of protein production and consumption, emphasizing environmental and welfare impacts, thus encouraging participants to approach the discussion with an open mind during the brainstorming session.

The brainstorming unfolded in several stages: (1) identifying current barriers within the food system, (2) generating potential ideas individually without predefined limits, (3) collaboratively selecting the most viable idea, and (4) identifying the necessary support at local, national, financial, economic, etc. levels to implement the chosen idea effectively. Each segment was allotted around 20 minutes, providing participants with time to reflect individually on various questions before engaging in group discussions based on the prompts. Following the food system dialogue, each of the 7 tables (comprising 6 to 7 participants each) presented their conclusions through a pitch session. One participant from each table summarized their session's findings, sharing them with the entire group. To conclude, the curator offered an overarching summary of the gathered information and specific conclusions.

RESULTS:

The primary goal of this food system dialogue was to uncover potential opportunities related to the protein shift. Transitioning from animal-based protein sources to more plant-based alternatives offers numerous benefits across various aspects. From a health perspective, there's recognition of the value in diversifying protein sources to include both animal and plant-based options in daily diets. However, studies and surveys within the Flemish population reveal that, even in 2024, a significant portion of the population still prefers animal-based protein sources. Yet, scientific research indicates that excessive consumption of animal proteins, including processed meat products and saturated fats, can contribute to various health issues like obesity, cardiovascular problems, and type 2 diabetes mellitus. Encouragingly, limiting animal protein intake while increasing plant-based protein sources could potentially prevent such health issues. Additionally, plant-based protein sources offer the advantage of lower CO2 emissions compared to livestock, milk, and fisheries production. The promotion of a shift towards more plant-based proteins has been ongoing since 2013, driven by policies from organizations like the Flemish Institute for Healthy Living and integrated into regional policies such as those in Bruges. Nonetheless, practical challenges persist in transitioning from animal to plant-based protein sources across various sectors of the food system. In the context of renewing the current food policy and strategies within the Bruges region, the insights from the entire food system are valuable for reformulating these strategies. During this food system dialogue, the main focus was on identifying the various gaps and barriers related to the protein shift in the region, as well as exploring opportunities, possibilities, and understanding the needs and requirements across different sectors for support.

The dialogue brought forth a plethora of novel and insightful information, specifically addressing the gaps and impediments encountered across different segments of the food system. These insights were shared by stakeholders within individual sectors as well as across sectors. Below, the key findings will be outlined according to each component of the food system: (1) agriculture, (2) suppliers, (3) producers, (4) distribution, (5) retail, and (6) consumers.
Agriculture & Suppliers: In recent years, the agricultural industry has faced numerous obstacles, significantly impacting its operations. In February 2024, following the event, it became evident in Belgium and other European countries that there are significant structural issues concerning the industry and the regulations imposed upon it. For several weeks, farmers staged protests, halting product deliveries to retailers. The protests primarily revolved around two main issues: stricter environmental regulations and declining incomes for farmers, leading to an unsustainable situation. Farmers increasingly feel vulnerable due to the multitude of regulations and the necessity for costly investments. Additionally, they often receive inadequate prices for their products. Moreover, European farmers struggle with EU climate regulations, placing them at a disadvantage compared to their counterparts outside the EU, resulting in unfair competition. Furthermore, they are burdened with rising costs for energy, seeds, and fertilizers. The immense pressure on the agricultural industry limits its capacity for innovation and change. This pressure also affects the transition from animal-based proteins to higher production of plant-based proteins, making it particularly challenging. The prevailing pressure on the agricultural industry has led to limited motivation within the sector to transition towards cultivating more plant-based protein sources. There are doubts regarding the profitability of such crops, making the perceived risk of switching too significant. Additionally, the lack of available land for cultivation, along with the high cost of necessary investments, is viewed as significant obstacles. There is a strong demand for increased support from national and Flemish policies, coupled with more subsidies and financial assistance, to make this market profitable and sustainable. Alongside limited resources and significant risks, there is a reported lack of knowledge regarding the cultivation of plant-based protein sources. The agricultural industry in the West Flanders region, known for its traditional practices, finds the cultivation of plant-based products as protein sources inconsistent with its established image. Moreover, there is a noted deficiency in understanding the cultivation techniques, possibilities, and various production methods of these crops. Within the industry, a lack of practical experience and a scarcity of examples illustrating how to transition effectively are highlighted. This lack of knowledge and support is particularly challenging for smaller players within the agricultural sector.
Producers: Associated with the protein shift, several challenges are reported in production. While there is an abundance of produced goods, they often consist of similar items, such as vegetarian burgers, for instance. Consequently, there is a growing demand for diversifying offerings, as the supply partly shapes consumer preferences. Producers lack sufficient knowledge regarding the development of these plant-based products. They encounter difficulties due to the extensive processing required for these products, leading to increased costs. Additionally, the impact on the quality and nutritional value of these plant-based proteins is a crucial concern. Increased processing diminishes their biological value, indirectly affecting the credibility of such products. There is a pressing need for greater transparency regarding operations and innovation/research for the development of new product lines within this sector.
Distribution: Different bottlenecks can be identified regarding the distribution of plant-based proteins. Firstly, the evolution and innovation in plant-based proteins are relatively recent. Multiple experiments are being conducted through research to introduce new products into the market. Distribution-wise, obstacles arise concerning legislation and product traceability. The use of plant-based proteins often affects the shelf life of food items, requiring adjustments in distribution. Essentially, organizational optimization is still needed in this regard. Additionally, there is an impact on hygiene traceability, necessitating legislative adjustments regarding product quality and traceability. Another significant gap in distribution involves the need to promote local products more. Currently, a large portion of products is still imported. Prioritizing investment in local products is crucial, both for their impact on pricing and other factors.

Retail: In the realm of retail, various hurdles impede the transition to plant-based proteins. Conversations highlight that products relying on plant-based proteins lack sufficient visibility in presentation. Those existing plant-based items often find themselves poorly showcased or in incongruous placements within retail spaces. Moreover, the retail sector offers a limited array of plant-based options. Whether in supermarkets or smaller outlets, the selection tends to center around "vegetarian burgers," diminishing overall appeal. Similarly, in eateries or kitchens, the emphasis leans heavily on the "vegetarian" or "vegan" label, sometimes leading to adverse effects or negative connotations. Retailers must strive for a more balanced approach to meet consumer demands effectively. Currently, promotional efforts in most stores heavily favor meat products, neglecting plant-based protein sources. Shifting this dynamic is imperative for a successful protein transition within the retail sector. Consumers: To enhance the consumption of plant-based proteins among consumers, it's essential to address both their knowledge levels and socio-cultural factors. The dialogue highlights a lack of consumer understanding regarding plant-based proteins, spanning their health and environmental impacts as well as knowledge about different sources. Many consumers struggle to identify products within this category and lack knowledge on how to prepare them. This lack of understanding extends to recipe variety, making plant-based eating seem monotonous. Additionally, social and cultural factors play a significant role. Terms like "vegetarian" and "vegan" often carry negative connotations, especially among older generations who may have misconceptions and resistance to change. Confusing labeling, such as "vegetarian chicken," further complicates matters. Overall, the combination of limited knowledge and social perceptions creates barriers to adopting more plant-based diets.

One of the key points discussed revolves around the effectiveness of current agricultural policies at both the national and regional levels in supporting plant-based protein growers over the long term in terms of knowledge and investments. It appears that existing support measures are insufficient at both levels. Agricultural stakeholders emphasize the urgent need for new business models and guidance in navigating this transition, regardless of the geographic scale. The perceived risk of shifting towards cultivating more plant-based protein sources remains high, with limited sector knowledge hindering progress nationally and regionally. Farmers require tailored training programs to effectively implement these changes, whether they operate on a national or regional scale. Furthermore, financial assistance is critical at both levels. Transitioning necessitates the acquisition of new machinery and materials, entailing substantial investment costs regardless of the geographic context. The sector's hesitance to take proactive steps is largely attributed to uncertainty regarding long-term profitability, underscoring the pivotal role of policy intervention at both national and regional levels. A second topic raised during the event centered on the training of chefs in restaurants and large-scale kitchens concerning the shift towards plant-based proteins. Currently, the foundational training of kitchen staff lacks adequate focus on plant-based protein education, resulting in a limited repertoire of recipes and meals utilizing plant-based proteins. Chefs require more tailored instruction on available plant-based protein options and customized recipes to foster creativity and innovation in their culinary creations. This approach not only enhances the appeal and accessibility of such meals but also encourages the development of specialized training programs. The Bruges region boasts numerous prestigious hotel schools, distance learning opportunities, and adult education programs where these initiatives can be integrated. Projects such as ProChef (Erasmus+) serve as valuable platforms to bolster support for the development of these specific training curricula. Within the production sector, there's also a pressing need for adequate investments to foster innovation and the creation of new production lines. For instance, one proposed solution involves implementing a protein tax at the policy level, similar to existing taxes on sugar and tobacco. This strategy aims to utilize the funds generated from taxes on animal protein products to support the development of plant-based protein sources. However, implementing such a measure isn't without challenges, as it could encounter resistance from within the food system itself. Introducing taxes and consequent price hikes may cause market instability, impacting various sectors within the food system. There's a growing support for the promotion of locally sourced food products within the distribution industry. Beyond just focusing on plant-based protein sources, the majority of stakeholders favor highlighting the local industry. Currently, a significant portion of food items is imported from both European and non-European countries. Preferring local food and protein sources also comes with financial advantages. As imports decrease, so will transportation costs and associated expenses. There's a call for more distribution hubs for local products, which could result in an expanded market reach. In the retail sector of the food industry, there's a call for greater variety in plant-based protein offerings, alongside a heightened emphasis on promoting locally sourced, quality meat. Retailers are urged to revamp their marketing strategies and potentially utilize nudging techniques to promote these products effectively. By offering premium-priced quality meat alongside a diverse range of plant-based protein options, consumers may be encouraged to adjust their buying habits and dietary choices. One example is providing incentives, like a 10% discount on products with a Nutriscore A rating, as demonstrated by the international supermarket chain 'Delhaize'. (Nutriscore uses a simple, nudging-based color-coded system to indicate the healthiness of food items compared to others in their category.) Similar strategies could be employed to incentivize purchases of plant-based proteins and local foods. Communication with consumers often overly emphasizes the 'vegan' aspect, which many people don't relate to due to the stereotypical prejudices associated with the term 'vegan.' Consequently, food products labeled as 'vegan' sometimes develop a negative image among consumers. Presently, many plant-based protein foods are marketed to consumers under the 'vegan' label. Avoiding this label could make it easier for consumers to embrace certain foods. It's worth noting that a food product doesn't always have to be entirely plant-based; it can also incorporate a blend of animal and plant-based protein sources. Moreover, protein sources derived from insects cannot be classified as 'vegan,' even though their cultivation has a significantly lower environmental impact. The main focus should be on improving the image of plant-based food sources. Especially among older generations, terms and 'new' products are viewed as too complex and unconventional. Resistance to change is more prevalent within this demographic. Simplifying communication about plant-based proteins can make the transition easier for consumers. Throughout the entire food system, there is a critical need to increase knowledge about plant-based protein sources, from agriculture to consumers. At the policy level, there should be a much greater emphasis on enhancing knowledge across various stages of the process. Investments and adequate support are crucial in achieving this. For example, farmers need to acquire more knowledge about cultivating plant-based protein sources, producers require space to develop new production lines, and restaurants and large-scale kitchens need chefs who have received training on plant-based protein sources, among other aspects. Knowledge is key in addressing these challenges effectively.