“Bean Food Pairing” helps shoppers eat more beans

09 February 2025

From February 10 to 16, a special activation took place at Ekoplaza Almere. Shoppers discovered an innovative, tasty way to add more beans to their everyday meals. This was not a one-off promotion, but a science-based behavioral intervention developed by Food Pioneers, designed to accelerate the shift toward more plant-based protein.

The Bean Revolution, taken one step further

Nearly a year ago, Flevo Campus published the white paper The Bean Revolution, making a clear case for why beans deserve a much bigger role in our daily diets. The paper was released during the first national BEANMEAL campaign, which put beans in the spotlight across the country. Now, during the second edition of that campaign, Food Pioneers is taking the next step: not just informing people, but actively supporting more bean purchases in the supermarket.

Why beans are not a default choice yet

Research by Food Pioneers researchers and designers Mette Beerda and Vera Stoop showed that beans are not yet a consistent part of most Dutch shoppers’ routines. They identified three key areas where shoppers benefit from extra support:

• Many shoppers don’t have enough go-to, great-tasting bean recipes

• Beans aren’t always presented in a modern, appealing way

• The canned-goods aisle is often skipped during a typical shop

With these insights, Mette and Vera developed a creative solution: Bean Food Pairing.

Smart flavor combinations, right where inspiration starts

The idea behind Bean Food Pairing is simple and effective: bring beans to the place in the store where meal inspiration often begins, the produce section. By moving beans out of the canned-goods aisle and positioning them next to matching fresh vegetables, shoppers get a clear visual and practical cue to pick up beans more often and take them home.

What behavioral techniques power this intervention?

• Changing the shopping context: Repositioning beans from the canned aisle to the produce section subtly shifts attention and increases visibility.

• Reframing with appetizing visuals: Posters, shelf talkers, and recipe cards used modern, appealing food photography to present beans as fresh and craveable.

• Practical, easy instructions: Each bean-and-vegetable pairing included recipe cards for simple, delicious vegetarian dishes. The recipes were developed specifically for this intervention by Joeri Veul, author of the cookbook Heilig Boontje.

• Using credible expertise: Joeri Veul was featured as a bean-focused culinary expert to build trust and confidence in the recipes.

Early results

The first results are currently being analyzed. Curious about the impact of Bean Food Pairing, or exploring a similar intervention in your own supermarket or organization? Food Pioneers is open to collaborations to accelerate the protein transition and help organizations reach their sustainability goals.

Contact Mette Beerda (mette@foodpioneers.nl) or Vera Stoop (vera@foodpioneers.nl) to discuss options.