CUPIDO: Healthy and Plant-Based Food for and by Everyone

Switching to a diet with more plant-based foods offers significant health and environmental benefits. It reduces the risk of chronic diseases such as cardiovascular disease, obesity and type 2 diabetes, while simultaneously reducing the pressure on the ecosystem caused by food production. The environmental gains are mainly in reducing greenhouse gas emissions, lower water and land use, and the preservation of biodiversity. 

Although these benefits are obvious, the consumption of fruit and vegetables among a large portion of the Dutch population, and especially among young people, is far below the recommended amounts. At the same time, the intake of animal products, such as meat and dairy, remains significantly higher than what is considered sustainable and healthy. Changing eating patterns is crucial to improving public health as well as achieving economic and environmental goals. 

CUPIDO: Innovation and collaboration for change

To accelerate this transition, Medical Delta has funded the 'Community-Up Plant-based Innovations for healthy Diets and new business opportunities' (CUPIDO) programme. CUPIDO aims to encourage the consumption of plant-based and healthy food by responding to the needs and preferences of young people. The programme does this not only by raising awareness, but also by taking concrete steps to sustainably embed changes in the food system so that healthy choices become the easy choices. 

Medical Delta

Medical Delta is a transdisciplinary partnership of more than 1,000 participants from Erasmus University, Erasmus MC, TU Delft, LUMC, Leiden University and four universities of Applied Sciences in South Holland (The Hague University of Applied Sciences, The Rotterdam University of Applied Sciences, The Leiden University of Applied Sciences and Inholland University of Applied Sciences). Together with companies, healthcare institutions and public authorities, we are working on innovative solutions for sustainable healthcare (Medical Delta, 2024).

Through booster grants, Medical Delta enables research within different clusters, also called 'societies'. CUPIDO belongs to the 'Prevention’ society. More information about this programme can be found on the Medical Delta website.

Involving young people 

For lasting impact, it is essential to actively engage young people. This means that not only information and education are needed, but that the entire food system around young people must be designed as such that healthy eating becomes easy, affordable and attractive. Only by responding directly to their lifestyles and needs can long-term changes in dietary patterns be realised. 

In this context, the 'Food Boost Challenge', an initiative challenging young people to come up with their own ideas to promote healthy eating among their peers, was launched earlier, in 2021 (read more about this project). Giving young people an active role in developing solutions creates a sense of ownership and commitment that is crucial for success. 

Increasing impact

The Food Boost Challenge now has a wide reach among young people and serves as an example of a 'community-up system approach'. CUPIDO wants to scale up this approach and implement it more widely, but this requires thorough research. It is examined how and why this approach contributes to healthier eating habits; the key role of regional food chains and innovations that improve the supply of affordable, healthy and plant-based food. 

Goals

This project focuses on improving the regional food system by working with local partners to look at ways to make healthy, plant-based food affordable and accessible to all. By working from the community (bottom-up) and by collaborating with researchers, schools, entrepreneurs and public authorities, we develop practical solutions and innovations that can be sustainably deployed. In this way, we strengthen local networks and ensure a lasting, positive change for everyone involved.

Duration

The project started in December 2024 and will run until 2028.

Team 

CoE Health Innovation, research group Healthy Lifestyle in a Supporting Environment:

• Dr Machteld van Lieshout, project leader
• Gianfranco Bocanegra, PhD candidate in this programme
• Dr Sanne de Vries
• Wendy Scholtes-Bos

CoE Digital Operations & Finance, research group Data Driven Marketing

• Cor Beyers
• Dr Patricia Bulsing
• Dr Jennifer Cakir

Collaborating partners

The Hague University of Applied Sciences is the lead agency for this Medical Delta Programme. Other project partners are: LUMC Health Campus The Hague; Greenport West-Holland; Province of South-Holland, GGD Haaglanden, Jong Leren Eten. 

Collaborating partners are: ISW Scholengroep, John Dewey College, Hotelschool The Hague (Campus Amsterdam and The Hague).

Contact

Machteld van Lieshout ([email protected])