The Great Food Map: making the Flemish food environment healthier

On April 28, we launched a project called The Great Food Map ("De Grote Voedselmap") in Belgium. This is an initiative by Sciensano, in collaboration with Rikolto, KU Leuven, Let Us, Arteveldehogeschool, ILVO, Leap Forward, Het Nieuwsblad and Hoplr. We speak with Myrthe Peijnenborg, Rikolto’s project lead for The Great Food Map.

Hi Myrthe! What is the goal of The Great Food Map?

The Great Food Map investigates where and how Flemish consumers buy and consume food. We want to better understand which factors influence their choices and how we can create an environment that encourages healthy eating.  

This citizen science project offers people the opportunity to collect data via an app and website about supermarkets, restaurants and food outlets in their neighbourhood. The collected information helps researchers, policymakers, businesses, and organizations gain a clearer picture of the food environment. In addition, through this project, we want to raise awareness among citizens about the impact of their food environment and encourage them to take action to make healthy choices more accessible.

That sounds promising! But what is a food environment exactly? And why is it so important?

Our food choices are not based solely on personal preference; the environment we live in plays a crucial role. The food environment includes all locations where we buy or consume food, but also which food products are available there, how much they cost, and how attractively they are presented. Think of supermarkets, restaurants and markets, but also snack bars and fast-food chains.

It also includes food culture and social norms. This can refer to popular dishes within a community or whether there is a habit of eating out frequently. Whether healthy eating is promoted or fast food dominates strongly influences people’s decisions.  

On top of that, the digital food environment plays an increasingly important role. Through social media, we are constantly exposed to food-related advertisements and posts. This digital space often contains a disproportionate amount of unhealthy food options. It can shape our perceptions of food and make unhealthy choices more tempting.  

All these factors together determine how easy or difficult it is to make healthy choices. In Flanders, we see that unhealthy, calorie-rich food are increasingly easy to access. With this project, we want to change that.

For whom is this project intended?

Every Flemish inhabitant living from the age of 16 can participate! These citizens can share their experience, and schools can use the app in lessons about nutrition and sustainability. Supermarkets, restaurants and policymakers can use the insights to better align their offerings and policies with citizens’ needs.  

By taking part in The Great Food Map, they explore the food outlets in their neighbourhood and contribute to a better understanding of the Flemish food environment and help make it more healthy and sustainable.  

And what happens exactly with the results of the research?

The collected data will be analysed and shared with citizens, policymakers, and organisations. Based on these insights, concrete improvements can be made, such as encouraging healthy food options in shops and restaurants, adapting urban policy, and raising awareness about nutrition.  

We collaborate with cities, municipalities, food companies, and local food initiatives to take action and improve the food environment. We align our efforts with the strategic objectives of the Flemish food strategy and the suggestions provided by users through the app. This way, we tailor local and Flemish policies to what citizens want and need.

What can users use the app for?

The app has all kinds of fun features. Users can assess their neighbourhood and share their opinions about the accessibility, variety, and prices of available food. There are also weekly challenges where people can give feedback on possible improvements in the food environment. Additionally, users can answer questions about their dietary choices and habits and get insights into their neighbourhood’s health score. Personal statistics show how their food environment compares to other regions.  

If you are aged 16 or older and based in Flanders, you can visit our Belgian website for more information on how to make your food environment healthier!

This article has been edited by our Communications Intern, Rebeka Sarkadi.