Climate change is one of the most pressing challenges we face, and the protein transition offers a promising solution to reduce greenhouse gas emissions. An ideal dietary shift would involve a 50/50 balance of diverse protein sources, which can improve overall health. While the number of flexitarians is rising, meat consumption remains high, showcasing a disconnect between intentions and actual behaviours. Notably, men are the largest meat consumers, and achieving a balanced diet will require substantial changes, particularly during festive occasions like Christmas and barbecues, where meat plays a central role.

This project aims to explore how vegetables can be more prominently featured in barbecue menus. It emphasises a small yet impactful change that preserves the familiar traditions of grilling. The target audience is male omnivores aged 25-35, providing them with the resources to prepare vegetable dishes that can take centre stage at their barbecues while maintaining tradition, pride, and culinary skills.

The outcome is a food kit developed under Jord Althuizen’s brand, Fiery Veggies. This kit includes a recipe and the necessary ingredients to prepare a particular seasonal vegetable or fruit, enhanced by various spices. The chosen produce is selected for its texture, which is an important aspect in appealing to the target demographic. Customers can purchase these kits either in-store or online through Smokey Goodness. The recipes will be updated three times a year to reflect the seasonal availability of vegetables and the popularity of barbecuing, particularly in the summer months.

By reframing the experience of cooking with vegetables as a fun and adventurous first step, the project aims to exceed expectations regarding flavour and presentation. It also positions the food kit as a perfect gift for barbecue enthusiasts, encouraging a new perspective on grilling that celebrates both vegetables and traditional cooking techniques.

This initiative not only supports the shift towards a more plant-based diet but also aligns with the growing trend of eco-conscious eating. By integrating vegetables into classic barbecue settings, it seeks to inspire change in culinary habits while highlighting the joy of cooking and sharing meals with others.