BF3 stands for Best Fresh Functional Food and works on nutritional and health claims for AGF products. Ed Hendriks and Pascal van Delst launched this initiative earlier this year after spending a long time in preparation. The jury explained its choice as follows: “BF3 responds to the current market situation. This is a joint initiative on behalf of a number of links in the horticultural chain, and contributes to attracting consumers’ attention to the AGF package in a positive and responsible manner. In addition, it is an initiative whereby the entire horticultural chain can benefit if it turns out to be a success.”

Why BF3 chose my eyes:
Consumers want to know more about the products they use, and producers want to respond to consumers’ trends and needs to the best of their ability. If this is related to health claims for food, it directly affects consumers and leads to an area which has to be approached very carefully. Traditional methods of communication are less suitable in this regard.
Using Social, Commercial and Organisation Networks to link up consumers and companies in all possible ways enables individual consumers to come into contact with individual companies.
The health aspect is a personal one, and my eyes provides the tools to enable producers to reach these consumers. It is important for BF3 to start working on this right away, because developments will also focus on personalised food during the next few years.

At a certain point, consumers have a greater need for vegetables and fruit which fits in with their personal requirements than for an enormous range which makes it difficult for them to choose.

For example, people who go in for sport are seeking food which gives them more energy, while the over-50s want to stay healthy and active as long as possible. my eyes can link up all these needs with the supply and also provide all the necessary support.