Choosing a vegetarian burger which is equally delicious and nutritious as its animal counterpart, is no longer exceptional.  More people deliberately choose not to eat meat  nor fish several times a week. 

Initially it was considered a new health hype, but in the meantime it is the buzzword for all those who alternately choose between meat-fish-vegetarian-vegan food.  Flexitarians are open to ready-to-cook meat substitutes and 100% plant-based alternatives.

Food industry is aiming for a large group of meat eaters that are open to be convinced by the wide and currently available range of nutritious alternatives . Meat substitutes assist the flexitarian to consider the step to vegetarian nutrition and to a healthier lifestyle. Often the meateater chooses to go for 100% vegan.  "When he decides not to eat meat, then he better goes all the way ', it is called.

Retailers and distributors understand this trend well, they consider the flexitarian to be mainstream.  They focus on this relatively new target group.  By bringing the suitable products to the market, they have a perfect answer to this consumption and catering trends. They analyse correctly the actual purchasing behavior of the customer and out-of-home business,  and float on the driving force from the industry.   Either they attack this potential with their own private label, or do they apply for a fancy brand from their supplier.

The industry is fully driven by product innovation, with a specific focus on alternative protein sources. Noble Health Food choose for peaprotein as a base for many of its products, a new and sustainable basis of protein.

​' With our schnitzel, burgers, nuggets and köfte based on peas, we aim for the flexitarian.  He has no compromise to make on the field of taste, bite experience and nutritional value. ', according to Xavier van Ravestyn, owner of Noble Health Food.   ' These pea-based products are a perfect addition to our falafel and the other vegan alternatives ', Xavier continues.

in the meantime, NHF continues to develop new products using innovative production techniques and new raw materials. 

It is expected that the market share of  the meat substitutes and vegetable products will increase significantly the following years .  That much is for sure.

It goes without saying that consumers today are increasingly aware of the importance of healthy food.    Choosing a healthier lifestyle is becoming more and more obvious.  He has a clear need for guarantees that indicate that a product is safe, healthy, vegetable and/or is produced in a sustainable manner.

Food quality, on the other hand, is a dynamic and complex concept.  An increasing need to include respect for humans, animals and the environment as an integral part of food quality is gaining importance in public debates.

Additionally, there are also producers who want their products to earn extra attention because they are produced with extra care with regard to food safety or sustainability, or with specially selected raw and vegetable materials.

Independent organizations audit these products in order to be able to award a ‘quality mark’.  A product with a given label can be distinguished in a number of ways of common products, such as the special quality, raw materials used, the specific cooperation in the supply chain and/or the environment.  

Quality seals are a form of a quality label, with a specific objective. A hallmark wants to provide transparency and a clear insight into the composing elements of a product.  As a result, one seeks to increase consumer confidence in the products.  A third parties ‘independent’ approval is essential.

Noble Health Food, as a developer and producer of vegetable and meat substitute products, is a loyal partner to EVA vzw and is proud that its products are marked with the European V-Label.  EVA manages and monitors the V-label in Belgium, while related organizations do the same for other countries in Europe.  Companies with a license can use the quality mark in all countries where they go to export, this also applies to NHF.
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The V-Label is an internationally recognised, registered symbol for labelling vegan and vegetarian products and services. For consumers and B2B-buyers, it is a simple and reliable guide to help them when they are shopping.  With the V-Label, companies promote transparency and clarity.  Standardised criteria ensure that the V-Label is a unique seal of quality for vegan and vegetarian products all across Europe.

Already 30 years PLMA brings the retail sector along with manufacturers and guides them in their search for new products and new ideas,  to assure their private label's more success and growth opportunities.  Today, the need for new products, contacts and ideas never been greater.  

Noble Health Food is very proud of his presence at this annual event on 16 & 17 may in Amsterdam.   Visit us at booth F 9412. 

With a lot of enthusiasm Noble Health Food has been given the chance to participate at the Wabel Frozen Summit 2017, one of the most important private label events in Europe.  

On the 22 & 23th of  March 2017 180 purchasers of the main International retailers presented themselves in the Hilton Hotel Paris Charles de Gaulle to 120 selected private label suppliers to meet in one-to-one conversations.  

The very first participation proofed to be an instant sucess.  Not only was there a wide interest in the offer and the products of Noble Health Food, at the Gala evening Noble Health Food managed to win a Wabel Award 2017.  In the category ' meat substitutes ' it was elected based on its degree to develop new products.  An impression.

'An important recognition for all the hard work and a special boost to continue on the road ahead " says Xavier van Ravestyn.  ' Convincing people to eat less meat, and to convince them that there are tasty alternatives, it is our daily challenge. '