MOB - Micro Organic Bites

In the Netherlands a lot of the food is not as tasty as in other countries (like Greece or Spain). Furthermore, the quality of food, like nutrient density, has been decreasing over the years. Hence an idea was made, to improve the quality of the food. In addition to cost, the quality and availability of vegetables present another set of challenges. Fresh, local vegetables tend to spoil quickly, reducing their usability and increasing food waste. These fresh products are seasonal and can’t be consumed 365 days unless they are imported. For imported vegetables, the problem is again flavor; to withstand long transit times, these vegetables are harvested prematurely, which diminishes their taste and nutritional value. This reliance on imports also contributes to a higher CO2 footprint, making it an environmental as well as a dietary issue. Improving vegetable consumption and overall nutrition in the Netherlands is a significant challenge. Despite the recommended daily intake of 200-250 grams of vegetables and legumes, the average Dutch person consumes only 123 grams per day, as reported by RIVM (2014) and 153 grams as RIVM (2019-2021). This gap is driven by a range of barriers that hinder healthier eating habits. One key issue is the cost of BIO (organic) products. While these are generally considered healthier and more environmentally friendly, their higher prices make them less accessible to a large portion of the population. As a result, many people opt for cheaper, less environmentally friendly options. These challenges are further complemented by practical issues, leading to a bigger problem. Grocery shopping is often inconvenient and time-consuming, particularly for those with busy schedules. The thought of preparing fresh meals every day can feel overwhelming, especially when factoring in the time needed for cleaning, preparing, and cooking vegetables. Although it is reported by RIVM that 80% of Dutch citizens eat at home or home-made meals, the fact of spending great amounts of time cooking healthy and nutritious meals filled with vegetables, nutrients, and vitamins, makes bread and toasties the number one most consumed lunch meal, while such toasties rarely incorporate any vegetables. Another challenge is the difficulty in tracking daily nutrient intake. Many individuals are unsure whether they are consuming enough vegetables or achieving a balanced diet, as calculating and monitoring nutritional content can be complex and time-intensive. These lead to 42% of children and adults in the Netherlands consuming extra supplements due to the nutrient and vitamin deficit, as reported by RIVM. Together, all these factors create a multifaceted obstacle and challenge to improving vegetable consumption and overall nutrition in the Netherlands. By tackling these barriers with our proposed business model (Microgreens), it may be possible to close the gap between the recommended and actual vegetable consumption, leading to healthier dietary habits and a more sustainable food system.

Short Description (TLDR): Microgreens can be described as very young plants that are harvested early in their lives. Our business idea focuses on cultivating such Microgreens in Enschede (later expand to the rest of the Netherlands) from the plantation of the seed to the harvest and delivery of the final grown Microgreen plant. Our aim is to make Microgreens greatly accessible to the general public through home deliveries as well as local restaurants, by offering competitive prices in contrast with highly prestigious and expensive Michelin Star restaurants. Therefore, we believe that every dish can be complemented with a healthy and nutritious green touch of Microgreens to ensure flavour and nutrients in every bite. Long Description: To address the issues poor nutritional intake, taste and insufficient vegetable consumption in the Netherlands, our solution focuses on fresh, hyper-nutritious, 100% BIO microgreens. Microgreens are young plants, harvested early in their life cycle, typically when they are around 10 cm tall. For instance, rather than waiting for a broccoli plant to mature, microgreens are harvested at their juvenile stage. These young plants are nutrient-dense, with significantly higher levels of vitamins and minerals - up to 40 times more - than their mature counterparts. Our microgreens are grown locally in Enschede using sustainable practices. Unlike hydroponic farming, they are cultivated in soil, which enhances their flavor and nutritional profile. Their distinct, strong taste makes them a versatile ingredient, ideal for elevating everyday dishes while ensuring optimal health benefits. The controlled indoor environment in which they are grown ensures efficient use of soil and water, reducing water consumption by 70% compared to traditional farming. This approach also allows us to grow microgreens all year-round, irrespective of weather conditions, and entirely free of pesticides, making them fully BIO and safe for consumption. Freshness is a core part of our future products. Microgreens will be harvested and delivered on the same day, ensuring customers receive them at the peak of its flavor and nutritional value. We offer a wide variety of edible microgreens, each packed with intense flavor and nutrients, providing a simple yet impactful way to enhance all kinds of meals from sandwiches to salads to stews and even smoothies. Our microgreens will made accessible through two main sales channels: farmer’s markets and home delivery services. This ensures that both individuals and families can incorporate them into their daily diets conveniently. Furthermore, our business model includes a B2B component, partnering with local restaurants to make microgreens a staple in their culinary offerings. While microgreens are often associated with high-end dining, we aim to make them affordable and available to everyone, allowing even casual dining establishments and home cooks to benefit. By combining sustainability, affordability, and nutrition, our microgreens address many challenges in vegetable consumption. Their freshness, high nutrient content, and convenience make them an ideal solution for bridging the gap between the recommended and actual vegetable intake. Whether you’re cooking at home or dining out, our microgreens add a healthy, flavorful, and eco-friendly touch to every dish.

Complement every dish with a healthy and nutritious green touch of Microgreens to ensure flavour and nutrients in every bite.