As The Vegetables Chef®, Frank Fol has always put fruit and vegetables at the centre of his cuisine. “When I was advocating this thirty years ago, people were still looking at me as if this was far-fetched and revolutionary. But since then, we have witnessed a structural change in our eating habits. And I firmly believe, this is not a hype that is likely to fade in a few years.”

Frank’s passion for fruit and vegetables started when he was young, growing up in a region that is quite well-known for the cultivation of strawberries, cauliflower and chicory. “When I became a chef, it was only natural to give these great local products the leading role in my menus, with meat and fish relegated to a side role.”

Today, Frank is the owner of We’re Smart, a world-wide organisation that inspires chefs, food companies and consumers at home to put fruit and vegetables at the centre of their plates.

“Today, it’s becoming increasingly clear that this is not just some food hype, like molecular or fusion cuisine,” says Frank Fol. “It’s a cultural transition, with everyone moving in the same direction. Moreover, it’s an absolute necessity, both for our planet and for our health. Eating more fruit and vegetables enables us to reduce our carbon footprint and at the same time counter the proliferation of diet-related diseases.”

“We are past the tipping point and we’re not going back,” agrees Cedric Pauwels, Group Communications & Public Affairs Director. “More and more people are discovering the joys of pure-plant food, powerful and highly nutritious, with close-to-crop fruit and vegetables as the headliners. Many of the latest food trends have been about eating less – less carbs, less sugar, less fat. But we think it really should be about eating more, but more of the good things. More pure-plant foods.”

Into the aisles of the supermarket

In March 2023, We’re Smart and Greenyard signed off on a a five-year collaboration which will involve a series of initiatives to stimulate the consumption of fruit and vegetables. We’re Smart will provide its expertise and access to its global network of pure-plant food experts to jointly develop new products for Greenyard’s customers that meet the needs of modern consumers – easy to prepare, convenient, great quality and great taste.

“It’s clear we share the same DNA and the same ambition,” says Frank Fol. “From our end, we have been focusing on chefs and gastronomy to prove to the world it can be done. They can set the example and inspire others. Teaming up with Greenyard gives us the opportunity to work on the consumer side of things and introduce innovative and affordable pure-plant alternatives to a much wider audience.”

Straight from the field

Frank Fol also sees an important role for frozen and prepared fruit and vegetables. “I think their power and their quality are still hugely underestimated by today’s consumers. The produce is frozen or canned within hours of harvesting, actually making them super fresh. It’s like having them served straight from the field on your plate.”

“They also provide people with many other benefits,” says Cedric Pauwels. “You can enjoy a much wider range of fruit and vegetables throughout the year, regardless of the season. And they reduce waste – you only take the exact amount you need for the meal you’re preparing, everything else simply goes back into the freezer.”

“In the end, it’s all about helping people discover the immense variety of what nature has to offer,” says Frank Fol. “Most people – even trained chefs – only know five or six ways to prepare vegetables. There is still so much to discover! It’s up to us to prove it can be done. Believe me, we will not change the world if it does not taste great.”