Afbeelding
The Plant Power Profiling project is a collaboration between NHL Stenden University of Applied Sciences, Hanze University of Applied Sciences, the University of Groningen, and practical partners ProVeg and Snakeware. Its goal is to accelerate the transition to a plant-based society by supporting producers, policymakers, and retailers in developing effective communication strategies for plant-based products and consumption. The participating institutions are NHL Stenden University of Applied Sciences, Hanze University of Applied Sciences, the University of Groningen, with industry partners ProVeg and Snakeware. This project is funded through the KIEM-MV subsidy, which supports innovations.
Motivation
To drive meaningful change, a targeted approach aligned with consumers’ needs and values is essential. The Plant Power Profiling (PPP) project aims to develop personas that provide insights into the behavior, preferences, and media usage of Dutch consumers. These personas enable more effective and tailored communication campaigns and strategies for various target audiences.
This initiative is a collaboration between practical partners ProVeg and Snakeware, and researchers and students from NHL Stenden University of Applied Sciences, the University of Groningen, and Hanze University of Applied Sciences. The PPP tool offers valuable support to policymakers, governments, plant-based product producers, and supermarkets. By leveraging behavioral models and demographic insights, the project contributes to accelerating the transition to a more sustainable and healthier diet in the Netherlands.
Project approach
The Plant Power Profiling project combines academic research with practical application. Together with researchers and students, data is collected and analyzed based on behavioral models, demographic data, and media usage in the Netherlands. Using these insights, personas are developed to represent specific consumer groups.
These personas will be used to:
- Make communication strategies more effective by focusing on what different target groups value.
- Promote the adoption of plant-based foods in supermarkets, among producers, and within government policies.
Project partners:
ProVeg and Snakeware, along with researchers and students from NHL Stenden University of Applied Sciences, the University of Groningen, and Hanze University of Applied Sciences.
