Food Impactmakers Day 2: The Consumer - what do I really know?

Thursday 20 November - Almere

Day 2 of Food Impactmakers revolved around the consumer. Together with almost thirty vocational students (MBO), we explored the reality of grocery shopping, food choices and temptation. How do people actually make food choices? And what role do the supermarket, marketing and our surroundings play in that process?

Supermarket safari in Almere Duin

We started the day at PLUS Almere Duin. The supermarket is where consumers buy their fruit, vegetables and everyday groceries, but it is also where they are constantly triggered by marketing tactics and an overwhelming range of products. On average, we make about 200 food choices a day. Those choices are heavily influenced by convenience, cost and enjoyment.

Time for the first activity of the day. The students went on a supermarket safari with a secret assignment. Their mission: put together a healthy lunch, for example without processed foods, fully plant based or within a limited budget. Very quickly, they discovered how challenging it is to make truly informed decisions when you are standing between the aisles, under time pressure, with hundreds of products to choose from.

Talking about food choices

After the supermarket safari, the students discussed their baskets with experts Thera van Heuveln, Jonah Koppe and Merlijn Broersma from FUNCTION (and participant in the Food Pioneers Program 2025). Which products did they choose, and why? What helped them, or confused them? And which secret assignment was behind their choices?

Merlijn Broersma, FUNCTION: “The dedication of these students was impressive. Their critical questions and comments, the in depth discussions - hats off to this group. It was great to offer different perspectives on food and health together with Jonah.”

Who is in the driver's seat in the food system?

The conversations in the supermarket were the starting point for a bigger question: who has the power to change the food system? Should the push come from consumers, does the farmer have a leading role, or should supermarkets use their influence differently? And what about politics?

In this complex discussion, it is important for students to understand that there is no single right or wrong answer when it comes to food choices. A chocolate bar or energy drink now and then can still fit into a healthy diet. Financial, mental, medical and cultural factors all play a role. During a statement game, the students shared their own experiences with this complexity.

Feedback as a skill for impact

Through our collaboration with SOL (Stichting Ontwikkelingsfonds Levensmiddelenindustrie), the students received a training session on Giving and Receiving Feedback from trainer René Nawijn. To make an impact, it is crucial to be open to constructive feedback, to reflect, and then to take action.

To put this into practice, we headed into the centre of Almere, where students talked with local restaurants and major fast food chains. They observed the surroundings and marketing, looked at which healthy options appeared on the menu, and spoke with local business owners.

What students are taking away

In summary, these are the key takeaways from Day 2 of Food Impactmakers:

• Insight into how daily food choices are influenced by convenience, cost and enjoyment

• Experience in critically assessing shelf layout, marketing and product information

• Awareness that there is no black and white answer to what “healthy” eating is and that context matters

• Concrete skills for giving and receiving feedback, in the classroom and beyond

• A better understanding of the roles of consumers, entrepreneurs, supermarkets and politics in the food system

Collaboration with SOL

Food Impactmakers is a collaboration between SOL and Food Pioneers, aimed at the food professionals of tomorrow. Theory and practice come together, with the region as the classroom.

Join with your school or organisation

Would you like a tailor made programme that fits your course or team? Get in touch with Guusje via guusje@foodpioneers.nl.