It is estimated that 86% of Europeans don’t eat the recommended five servings of fruit and vegetables a day [1], ‘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 [2]. ‘Dutch Masterjuices’ aims to put the benefits of fruit and vegetables consumption back in focus. Importantly, other benefits include:
At Philips we believe there is always a way to make life better and we are committed to developing innovations that promote better health. Art enriches people’s lives and as a founder and a long term partner of the Rijksmuseum, we are delighted to team up on this campaign which combines our passion for the arts with our commitment to healthy living.
Egbert van Acht
Chief Business Leader of Philips’ Personal Health businesses
Egbert van Acht, Chief Business Leader of Philips’ Personal Health businesses said, “At Philips we believe there is always a way to make life better and we are committed to developing innovations that promote better health. Art enriches people’s lives and as a founder and a long term partner of the Rijksmuseum, we are delighted to team up on this campaign which combines our passion for the arts with our commitment to healthy living. With ‘Dutch Masterjuices’ we strive to show that eating well is a key pillar of a healthy lifestyle.”
Taco Dibbits, Director of the Rijksmuseum said, “I think still life with fruits are quite underestimated by our visitors, whereas if you look at it, it is quite magnificent art. We very much appreciate the partnership with Philips because we feel it is such a natural fit and we enrich people’s lives everywhere.”
For more information, and to view ‘Dutch Masterjuices’, visit www.philips.com/dutchmasterjuices.
[1] Adapted from European Health Interview Survey 2016, http://ec.europa.eu/eurostat/documents/2995521/7694616/3-14102016-BP-EN.pdf/1234ac94-27fd-4640-b9be-427a42d54881 Accessed: 06 April 2018
[2] World Health Organization (WHO), Global Strategy on Diet, Physical Activity and Health. Available at: http://www.who.int/dietphysicalactivity/fruit/en/ Accessed: 06 April 2018
[3] World Health Organization (WHO), e-Library of Evidence for Nutrition Actions Available at: http://www.who.int/elena/titles/fruit_vegetables_ncds/en/ Accessed: 06 April 2018
[4] Harvard School of Public Health, The Nutrition Source, Vegetables and Fruits. Available at: https://www.hsph.harvard.edu/nutritionsource/what-should-you-eat/vegetables-and-fruits/ Accessed: 06 April 2018
[5] Internal tests on grapes, watermelon, tomato, apple, orange, strawberry and pineapple extracting, ranging from 69% to 92% depending on fruit.
[6] Philips, Fresh juices for healthier living. Available at: https://www.philips.ae/c-m-ho/food-preparation/liquid-health Accessed: 06 April 2018
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips' health technology portfolio generated 2017 sales of EUR 17.8 billion and employs approximately 74,000 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.
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