Here, you can download the slides in Dutch.

Slide 1: Anecdote

Meet Sofie, a mother of two from Kanaleneiland. Like any parent, she dreams of a healthy future for her kids. Sofie knows the benefits of organic food, from better nutrition to long-term health, but she can’t afford it. Sadly, this is the reality for many families in Utrecht, who either lack the means to buy organic food or don’t know where to find it. Many others must rely on food banks, where choices are limited, and families like Sofie are left without the freedom to provide the healthier options they desire for their children.

Slide 1: Framing

Question then is, how can we help people like Sofie to access organic produce, enjoy the freedom of choice, and know where to find it.

Slide 2: Solution

Buy a Product, Give a Product!

An initiative by Duurzaam Utrecht to make organic food more accessible, affordable, and empowering for families like Sofie.

Slide 2: Concept

How it Works:

We partner with local organic shops to set up a pay-it-forward system.

At checkout, customers can choose to pay double for a product, donating the extra.

The extra funds are converted into vouchers, sent weekly to buurtcentrum.

These vouchers are printed and displayed on prikbords, where people with U-passes can take them and redeem them for free organic products at participating shops.

Slide 3: Call to Action

How can you help us make this happen?

1.    Vote for us: Winning this prize will help us fund materials, create vouchers, and canvass for shop partnerships to launch this program.

2.    Spread the word: If you know a shop owner or someone connected to one, introduce us so we can grow our network.

3.    Volunteer: Join Duurzaam Utrecht’s mission. Even if this project isn’t for you, we have plenty of other initiatives you can support.

Together, we can ensure every family in Utrecht has access to organic food, freedom of choice, and a healthier future!

Feedback from the audience

a)    "Tip. Good that you tell the persona, it can be even more narrative. Facts: "i?M" Be open to volunteer experience at duurzaamutrecht2030. Do you know Loos Utrecht?"

b) "Maybe also approach wholesalers such as Hanos, Makro or Sligro"

c) "Look at Noordertuin in Overvecht. I think they have (ideas for) cooperation with local farmers"

d) "I often see a lot of items needed. I can imagine that this can help the buyer not to overthink the purchase."

e) "Can the food bank be moved towards more sustainability? Giving direction to donations and awareness"

f) "Check out: Groentetas, Rechtstreex, Grounded. Be specific: Who gets the voucher? Validate: Are people willing to pay extra for this? Organic food is not affordable for most people."

[Photo credit: Luca Vermeer created the opening photo as a photo shoot during the Harvest Festival on City Farm Eilandsteede on 22 September 2024. The image above 'buy a product, give a product, was created by students of the Graphical Lyceum Utrecht - het Bureau, as part of our campaign.]