It is estimated that 86% of Europeans don’t eat the recommended five servings of fruit and vegetables a day , ‘Dutch Masterjuices’ was made to highlight these low levels of consumption and address the question – would we notice if this staple part of our diet was suddenly taken away? While the seemingly altered art creates confusion, the missing fruit soon shows up, in the form of a juice, inspired by the Rijksmuseum masterpiece, Still Life with Flowers and Fruit, c. 1728 by Jan van Huysum, so visitors can ‘taste the art’. The juices also reflect the growing trend of juicing and creating smoothies to increase our daily fruit and vegetable intake.
The World Health Organization (WHO) recommends a minimum of 400g of fruit and vegetables per day for the prevention of chronic diseases such as heart disease, cancer, diabetes and obesity . ‘Dutch Masterjuices’ aims to put the benefits of fruit and vegetables consumption back in focus. Importantly, other benefits include:
- Including fruits and vegetables as part of the daily diet may reduce the risk of some non-communicable diseases (NCDs) including cardiovascular diseases and certain types of cancer .
- Insufficient intake of fruit and vegetables is estimated to cause around 14% of gastrointestinal cancer deaths, about 11% of ischemic heart disease deaths and about 9% of stroke deaths globally .
- A diet rich in vegetables and fruits can lower blood pressure, reduce risk of stroke, lower risk of eye and digestive problems, and have a positive effect upon blood sugar which can help keep appetite in check .
- Homemade juices with fresh ingredients can contain up to 90%  of the nutrients in fruits and vegetables .