1

‘Color your future’

2 3

You have before you the scenario report for Hutten Catering. We will briefly walk you through the several elements of the report namely the scope, the trend map, uncertainties and concepts.

First we will map the scope, adding direction to our main question, the target group concerned

and the chosen region we would like to reach with our scenarios. Also, the objections will be identified. With them we will establish the goals we aim to achieve once our assignment for Hutten Catering is completed. In conclusion, we will make the connection with Hutten Catering, what is relevant for them and why.

Secondly, we have worked on a so-called trend map. A trend map describes important societal developments and its corresponding factors.

We listed and worked out 5 trends. They are:1. Internationalization: adopt lifestyles from other countries.2. Stress society: time shortage.3. Online influences: social media and publicity.4. Technologization: genetics engineered nutrition.5. Internationalization: personalized gadgets.

Thirdly, we investigated uncertainties. Uncertainties are speculations about what might happen in the future.

Eventually we come to 5 uncertainties namely:1. Healthcare costs: Changes in the Healthcare costs have a major impact on society.2. Prevention: Will the influence of the government increase or decrease?3. Internationalization: When boundaries blur, will this have positive of negative cultural influences on our lifestyle?4. Welfare increases/decreases: Economic conditions will fall or rise, and what is the effect on the nutrition related diseases.

5. Healthy / unhealthy eating habits.

In the end we chose the two most important uncertainties, Welfare in- / decrease and Healthy / Unhealthy eating habits, and expounded them in a coordinate system. From this we derived 4 different scenarios. Scenarios are future sketches based on the trends and uncertainties mentioned above. The scenarios are written as a story with a gauge person as main protagonist, this person wakes up in the future scenario in question.The four scenarios concerned are:1. What you eat is who you are.

2. Healthy in a personal way.

3. Fast takeaway nation. 4. Live is sharing.

Each of these scenarios contains a conclusion in regard to the client, and a future based

concept that is globally oriented.

We hope you enjoy reading our report!

Nicky Mertens, Liselotte Kiemeney, Caro van Bezooijen, Danique Vernooij, Elsa van den Akker and Floor Trommelen

Introduction P. 2

Index P. 3

Scope P. 4

Actors P. 5-6

Timeline P. 7

Trendmap P. 8

Uncertains P. 9-10

Four scenarios P. 11

Life is sharing P. 12-15

Healthy in a personal way P. 16-19

What you eat, is who you are P. 20-23

Takeaway nation P. 24-27

Four concepts P. 28-29

Rebuild kit P. 30

My healthy delicacy P. 31

Pop up your luxury food P. 32

Healthy takeaway P. 33

Implementation P. 34

Behavioral type P. 35

Postscript P. 36

Sources list P. 37-40

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Organogram Hutten per 1 januari 2013

Explanation: BH = Bob HuttenBS = Bas SchutJvH = Jan van HocffJL = Jan LoeffTL = Ton leemansTV = Theo VijgenboomCS = Collin SchoonensPV = Pascal VerheugdFV = Frank VeldhofSK = Simon KramDGA = Director and major shareholder

DGA Management

BS, JvH, JL, TL, TV, CS, PV, FV, SK

Finance Marketing

Purchasing HumanResource

Management

Facility Commerce

QualityARBO & MVO

HFC HFS HCC HBC HEC HHS

Supplier Dietician Sick

Heerkens VermeulenPenningsSligro heart and vascular

Diabetes type 2

Obesity

EmployeesHutten Catering

Clinics Nano experts

Main questionWhat about the welfare diseases like obese, diabetes type 2 and heart and vascular diseases for people with the age from 21 until 35 in the Netherlands in the year of 2025?

Target GroupThe target group consists of people with the age of 21 till 35 years old, which are now or in the future eligible for welfare diseases. We have chosen for this particular group, because many people in

this group will leave the parental house and therefore often change their food pattern. This change can lead to unpleasant consequences at a later age and can lead to the specific welfare diseases. Preventing these diseases can be very important for this group.

RegionThe 4 future scenarios will be elaborated in the Netherlands. Because every country has different food patterns, only one country is chosen to focus on. It is of importance for the 4 future scenarios

that a clear and correct view can be outlined.

Research issues/ what do we want to examine• What are the existing welfare diseases?• How are these diseases spread out?• What are the risks for the target group?• Which trends can influence this development?• What are the consequences of the nutrition related diseases?• How can Hutten respond to the developments and play a preventive role?

Objectives (what do we want to reach after completing this assignment?)Within 8 weeks from now 4 possible future scenarios about preventing welfare diseases will be elaborated on behalf of Hutten Catering. The scenarios are based on trends and will respond to the current and future offers of Hutten Catering.

What makes this relevant for Hutten Catering?We have formulated the main question on the basis of the many welfare diseases like obese, diabetes type 2 and hearth and vascular diseases , which are dramatically evolving at this moment

and probably in the future(see description trends) Currently, Hutten Catering is focusing on many

different target groups, but not particular on the target group that depends on the food industry

because of illnesses. Some examples of food related diseases are: Obese, Anorexia, Bulimia and cardiovascular diseases. Research has shown that these diseases are still too frequently caused by

unhealthy lifestyles and unhealthy food. For Hutten Catering it is relevant to get a clear view of these

uncertainties.

This view provides a chance to change the unhealthy food patterns and provides chances for Hutten Catering to operate in new markets. Many people are open to healthy food and a healthy lifestyle, but often simply do not know how to adopt such lifestyle in an easy way.

What Hutten Catering wants to know?The client wants to know what the future will bring in about 20 years. Hutten Catering wants to get an insight in trends and developments in the food and health market, and the way in which it can react to these developments and different target groups. Ultimately, Hutten Catering wants to know how to maintain a large market share in the future.

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1945

1960

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Supplier The different suppliers are very important for Hutten Catering. They provide a daily supply of fresh products and ingredients for the food Hutten Catering makes. As we describe in our future scenarios, the suppliers are

indispensable in the future.

Employees Hutten Catering The employees will be informed about developments within the company. If Hutten Catering decides to apply a

scenario, each employee should be informed properly. And they should be included in every step the company takes.

Dietician When it comes to personal diets or food for the prevention

of diseases, Dieticians are the most important individual advice. With their knowledge and vision hey can give Hutten Catering a good advice regarding to the selection of

menus.

ClinicsWhen Hutten Catering works with clinics they need to communicate well. The communication will be focused on the needs of the patient and how Hutten Catering can

respond to this demand.

Target group The target group of Hutten Catering is one of the main actors. They provide a question Hutten Catering must answer trough their products. Hutten Catering must

remember what the wishes, needs and developments

within the target group are. In this way Hutten Catering will

develop products that respond well to these factors.

Nano expertIf Hutten Catering is going to work with the scenario focused on Nano technology, they need to contact an

expert. This expert can tell Hutten Catering all about the technology and its implementation. In this way Hutten

Catering can apply the scenario well.

Sour

ce: 1

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Trends Positive influence Negative influence Uncertain influences1. internationalization

= adopt lifestyles from

other countries

• Healthy habits• Other vitamins• Other sports• An other day schedule

• Cultural influences• Varied nutrition

• Unhealthy habits • Less fresh food because the food will be

imported

• Not transparent: we do not know how the food is produced

• Has it a positive or negative impact on our

health?• Is food affordable in the future?

2. Stress society

= time shortage

• Good for the economy

• Good for our development.

• Less exercise • Unhealthy habits• Health deteriorates• High work pressure• Mental lifestyle diseases

• Will the pressure increase?• Will the stress in the society take over our lives? • What are the counter-reactions on the stress

society?

3. Online influences= Social media and

publicity

• Nutrition is longer preferable

• Substances can be mixed• DNA can be manipulated

• Endless production is possible

• Fake • You not exactly know what the ingredients

are Ingredients are not

exactly known• You do not know the consequences of

genetics engineered

nutrition.

• You do not know if the nutrition provoke illnesses • No fresh nutrition

• Can genetics engineered nutrition

prevent illnesses?• Will this provoke this diseases?• How can we work with genetics engineered

nutrition on a positive

way? • Will genetics engineered nutrition take over?

4. Technologization= Genetics enginee-red nutrition.

• Nutrition is longer preferable

• Substances can be mixed• DNA can be manipulated

• Endless production is possible

• Fake • You not exactly know what the ingredients

are Ingredients are not

exactly known• You do not know the consequences of

genetics engineered

nutrition.

• You do not know if the nutrition provoke illnesses • No fresh nutrition

• Can genetics engineered nutrition

prevent illnesses?• Will this provoke this diseases?• How can we work with genetics engineered

nutrition on a positive

way? • Will genetics engineered nutrition take over?

5. Individualism • Self development is important

• Egocentric• Me, myself and I

Will individualism be

the next central in the society?

Explanation1. Internationalization: we adopt lifestyles from other countries for example Asian countries.2. Stress society: the malefactor of the bad lifestyle. Because of time shortage people eat more fast-food and exercise less. 3.Online influences: the pressure of social media and publicity (beauty ideal). 4. technologization: Genetics engineered nutrition (longer preferable but unhealthier). 5. Individualism: People are becoming more independent and increasingly self-absorbed, everyone tries to distinguish themselves from the mass.

Uncertain Possible outcome Positive influence Negative influence1. Costs of healthcare Care costs rise/fall When it rises companies

invest more money in

Hutten.

When it falls ther is more

money for companies to

invest in Hutten.

2. Prevention More/less prevention When prevention

decreases, Hutten

Foodcare is relevant for

people in hospitals.

When prevention

increases, healthier

people are less relevant

for Hutten.

3. Internationalization Internationalization

rise/fall

- When

internationalization

increases, Hutten must

respond to multiple

cultures. Therefore they have to offer a wider

range.

4. Economics Welfare increases/

decreases

More welfare meens more money for Hutten

and also for care.

Less welfare means less

money for food and also

for Hutten.

5. Eating habits Healthy/unhealthy ea-ting habits

Unhealthy habits provi-des more sick people and so more demand

for Hutten.

Healthy habits reduces

sick humans and so less demand for Hutten.

1. Costs of healthcare: Changes in the healthcare costs have a major impact on society.

2. Prevention: Will the influences of the government increase or decrease?

3. Internationalization:The boundaries blure, will this have positive or negative cultural influences on our lifestyle.

4. Welfare/recession:Economic conditions will fall or rise, and what is the effect on the nutrition related diseases.

5. Healthy/unhealthy eating habitsThe change in eating habits and what are the consequences of these changes.

Costs of health careSeveral economists note that the costs of healthcare are constantly increasing in the Netherlands. The current policy is not sufficient to prevent this. The CPB, a Dutch institute for economic policy analysis, also states that the Dutch citizens will have to pay a higher amount of healthcare costs in the next years. Research of the Nyfer Institute showed that healthcare is too much focused on providing healthcare

instead of prevention. In order to reduce the healthcare costs, paying more attention to prevention of

diseases and changing lifestyles is necessary. However, this doesn’t seem to happen in the next few years.

Source 1,2,3

Source 1-23

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Eating habitsHow will our food pattern develop in the next few years?

Several studies have shown that our unhealthy eating habits will increase in the coming years. This can have major consequences on our health, mainly reflected by Diabetes and Obese. Therefore, it is necessary to strive for healthy lifestyles. This can be done by improved education or even by additi-onal taxes and warnings. A major culprit on the area of unhealthy lifestyles is publicity. Prohibition of advertisement for children can be a solution for the rising unhealthy lifestyle. It will stimulate adopting a

healthy lifestyle.

Source 14, 15,16,17

InternationalizationIf the border are faded, will the cultureal influences have a positive or negative influences on our lifestyle?

A lot of dutch people are scared because for the cultural influences from other countries. The fear is based on different aspects. The foreign products will be the consequent for foreign diseases. Besides the cultural influences have an impact on the religion. Churches will be changed for Muslim prayer houses. Also the financiel aspect will be decline, especially for the lower class. The people from the lower class will be replaced by foreign people because they are a lot cheaper to hired. This is a negative perspective. But the variety of cultural influences have also positive aspects, like the delicious food from the east countries.

Source 7, 8, 9

Purchasing powerPurchasing power is the ability of consumers to purchase goods and services with a specific amount of currency or credit. When the income remains the same and the prices of products increase, the

purchasing power will decrease. The purchasing power will increase only if the standardized incomes will increase more than the prices of products or services. During the continuing recession the purchasing power is still decreasing. The purchasing power in the Netherlands drops for the fourth year in a row in 2013. However, wages are rising slowly which means that there is a possibility that the purchasing power will increase in 2014. At this moment, the prices are increasing faster than wages do. Some aspects can improve the purchasing power, for example eliminating hire-purchase. Large companies can afford this and therefore the smaller companies will make a loss. This is caused by the fact that the purchasing power is not converted into employment of the production of goods and

services. There will be now economic growth if hire purchase is allowed. Source 10, 11, 12, 13

We have chosen for the insecurities purchasing power and a bad or good food pattern in the axes. We think that the chosen insecurities are relevant for Hutten Catering. The basis of the department Foodcare is a healthy food pattern of the client. This pattern is uncertain and dependent of the purchasing power and the economy. To make this clear for Hutten Catering, we have placed the uncertainties in different scenarios. The purpose is that our client will see the potential opportunities and threats that may arise in the future.

Prosperity

Recession

Healthy eating habitsUnhealthy eating habits

Prosperity

Healthy eating habitsUnhealthy eating habits

Recession

‘What you eat,

is who you are’

‘Healthy in a

personal way’

‘Takeaway

nation’

‘Life is

sharing’

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Low prosperity, healthy dietary patterns.

Roland wakes up screaming. ‘What a terrible nightmare,’ he thought. He dreamt someone had broken into his house and that his house was robbed completely empty, including his HomeFarm. Right when he lost his job and things were financially tough as it was. Roland just graduated from his 4-year education in Economy and it is impossible to find a job because of the current crisis that is hitting youths extremely hard.(1) Luckily, it was all a bad dream. It is unimaginable that his House Farm would be gone, he wouldn’t know where to get his food from. After all, he is producing it all himself nowadays and sustainability and sensible living is something he holds very dear indeed.(2)

Roland pours fresh milk over cereals in a bowl he traded for his home-grown green beans last week.(3) He wants nothing to do with the government or trade and industry anymore. He’d rather use his

own network. Even though prosperity is low because of thrift, there is no scarcity. Moreover, the green beans are grown in his own HomeFarm, along with all his others crops and vegetables.(4) After breakfast, Roland puts on his running shoes to go for a long run with Sophie.

Around midday Roland has a huge lunch. The morning run has made him very hungry and it’s really important that he doesn’t skip a meal.(5) Roland walks to his HomeFarm and picks a pepper, a cucumber and a tomato. Next, he takes a head of lettuce from his WindowFarm and prepares a healthy and delicious salad.(6)

After Roland has had lunch there is work to do. All his vegetables, crops, herbs and beautiful trout need to be well maintained. Everything that’s fresh can be picked for the weekly trading day. Tomorrow, everybody will be gathering at the NoMoneyInvolved grounds to trade food.(7)

Roland and his neighbours therefore have the motto ‘Living together means working together.’ Because your own harvest isn’t enough to sustain a varied dietary pattern, trading day is the highlight of the week.(8) Roland’s potatoes have really grown so he’s confident that his fellow citizens will like them. These are hard times after all, you have to make do with what you have and it is crucial to keep up a good dietary pattern.

Roland takes a kiwi and an apple to satisfy his hunger after the work has been done. He goes outside and walks to the central point for E-go2 rental.(9) This saves him a lot of money, since he doesn’t have to buy a car but can rent one easily. Once in the E-go2, he drives to the ILoveYourFood auction. They can determine the value of his home-grown food there and Roland can also buy up scarce food for a reasonable price.

After the ILoveYourFood auction is over, Roland returns back home with good bargains and great satisfaction. He can prepare another healthy meal tonight. Because of his own harvest and network, Roland knows that what he eats is healthy. As a result, the community is so transparent that everyone can live healthy.

ConclusionDue to the fresh meals and the varied dietary pattern described above, the prosperity disease obesity will gradually decline. This also decreases the risk of getting type 2 diabetes and heart- and vascular diseases. The answer to the main question described in this scenario is: prosperity disea-ses will decline.

How can Hutten act on this?The population lives in a society where prosperity is low. Hutten Catering will have to take into account that people will save money on their food expenditure. Instead of a bad and cheap bulk product, Hutten can act on this by producing and offering healthy yet cheap foods. Furthermore the

point of issue in this scenario is the home-growing of food. This occurs as consumers lose faith in governments and only trust their own network. Hutten can also act on this by gaining consumer trust and moving on from there.

Source: 1-9

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1. Haan, den, D. (2012), Werkloosheid loopt sterk uiteen, Centraal Bureau voor de Statistiek, con-sulted on 4 June 2013, http://www.cbs.nl/nl-NL/menu/themas/arbeid-sociale-zekerheid/publicaties/artikelen/archief/2012/2012-jeugdwerkloosheid-europees-art.htm (In a low prosperity situation, the bad economy causes a shortage of jobs. In Europe, particularly youths will be suffer from this.)

2. Megastallen – NEE!, Burgerinitiatief Brabant, consulted on 4 June 2013, http://www.behouddepa-rel.nl/cmsdata/files/Tekst%20aanbieding%20Burgerinitiatief%20Brabant.pdf (Large-scale bio-industry is hazardous for public health.)

3. (November 2012) Ruilhandel weer helemaal hip, Hart van Nederland, consulted on 1 June 2013, http://www.hartvannederland.nl/nederland/2012/ruilhandel-weer-helemaal-hip/(Bartering is back, from goods to services.)

4. Tara, S. (2009), Biosphere Home Farming, a concept by Philips, consulted on 10 June 2013, http://cubeme.com/blog/2009/08/20/biosphere-home-farming-concept-by-philips/(An autonomous garden with a modern design, providing people with fish, vegetables, sorts of lettu-ce, herbs and algae under a communal roof.)

5. Penning (2010) 10 tips voor een gezond lichaam, mens en gezondheid, consulted on 4 June 2013, http://mens-en-gezondheid.infonu.nl/leven/64721-10-tips-voor-een-gezond-lichaam.html (Exercising and eating healthy is necessary to stay healthy, as is drinking lots of water.)

6. (2013) DIY Windowfarm, Stofzuigerzen, tips voor een leuker huishouden, Groen wonen, consulted on 4 June 2013, http://www.stofzuigerzen.nl/groen-wonen/diy-windowfarm-zo-maak-je-je-eigen-raamtuin.html

(The idea of a WindowFarm comes from a New Yorker who, like most New Yorkers, lives small. There are lots of apartments with a small, or no balcony and people feel the need to grow their own vegeta-bles and herbs.)

7. Beek, van M., (2013) Beursvloer Zwolle, consulted on 28 May 2013, http://www.beursvloerzwolle.nl (Bartering is becoming increasingly popular, trading fairs are already being organized.)

8. Schijf van vijf, Voedingscentrum, consulted on 28 May 2013, http://www.voedingscentrum.nl/nl/schijf-van-vijf/schijf.aspx (Varied food is highly important, the disk of five is a useful tool for this.)

9. Monolive (april 2012) Your source for high-tech and software, consulted on 4 June 2013, http://www.mono-live.com/2012/04/e-go2-ultra-compact-car.html (A compact, futuristic, electrical vehicle)

16 17

High prosperity, healthy dietary patterns

Roland gets out of bed on the 4th of November at 3 a.m., he is ready to go to work. Through his digital lenses it appears to be a warm, sultry and sunny summer day.(1) The thought makes Roland happy and filled with this positive thought, he starts his healthy breakfast. A cup of yoghurt, richly filled with vitamins, more than enough to last through the day. He enjoys it thoroughly because nanotechnology added the flavours of the ingredients of his favourite breakfast, namely a creamy ham/cheese croissant.(2)

As he arrives at work, his Powercoffee is already waiting for him.(3) This gives him an extra boost to make it a long and productive workday. Roland really enjoys this moment, it is practically the only moment he and his colleagues can share information or can simply catch up together. The topic of conversation is usually the hottest technological gadget or the latest altered nutrient available in the

cafeteria. These are expanded every week and are a real hype in corporate life at the moment.

An extensive lunch is had in between work. Roland has a tomato soup that tastes of chocolate spread and has a richly filled and healthy salad flavoured to a salami pizza. This tasty lunch gives him extra energy, fitness and strength in the workplace.(4) These meet the recommended daily/dietary allowance. There is a high pressure to perform and competition is fierce. Everyone wants to do well individually and make as much money as possible.

10 p.m. Roland has had a productive work day and can return to his housemates cheerfully and with peace of mind. They are already in front of the television with a tasty chocolate cake. Roland crashes next to them on the couch and also has one. For a moment he thinks back ten years ago, to his adolescent years when everything was different. He used to be a lot fatter than he is now,

he even suffered from obesity once. Roland still craves for fat and unhealthy food but the rapid

development of encapsulation(5) ensures that he doesn’t need to worry about his health or weight anymore whenever he feels the need for an unhealthy or greasy snack.

As a matter of fact, most people in Roland’s circle are lusty and healthy. This has become a lot easier to achieve nowadays with the help of nanotechnology. People can enjoy the most delicious dishes. The flavours of these treats are added to the most healthy dishes, rich in vitamins and minerals.

ConclusionAs a result of the healthy lifestyle described above, prosperity diseases will decline. Nutrition, based on nanotechnology, makes it possible that every person can have a healthy dietary pattern, customized to specific needs and desires. This also decreases the risk of getting type 2 diabetes and heart- and vascular diseases. The answer to the main question described in this scenario is: prosperity diseases will decline.

How can Hutten Catering act on this?Hutten Catering can act on this scenario by offering healthy diets that taste like the wanted, own unhealthy treats. This is technologically made possible by nanotechnology. Because of this development, people will have an easier time sticking to their diet and will lose weight more effectively and efficiently. Hutten Catering could work together with obesity clinics and dieticians.

Furthermore, Hutten Catering can reach a new target group namely young adults who have just started living on their own. Since they have the tendency to only eat the things they like such as lots of greasy foods and very few vegetables. By using nanotechnology, flavours can be added to healthy food making it taste sweeter and totally different whilst maintaining the healthy vitamins and minerals in it.

Source 1-5

18 19

1. systems, S. (Regisseur). (2012). Vimeo staff pick movie [Film].(SIGHT lenzen.These lenses are produced by a group of Israeli students. The man in this clip lives through a day in the future in which he wears augmented reality lenses. Since this is already a topic of interest, there

is a real chance these lenses will actually by produced within ten years. Making it possible to really enter an imaginary world by using these lenses.)

2. Nano technologie. (sd). Opgeroepen op Juni 10, 2013, van Food inspiration: http://www.foodinspi-ration.nl/archief/foodinspiration27/#/5/Futurefood-2050 (Scientists are trying to make less nutritive foods more nutritious by adjusting things on nano-scale. But they can also match foods to our personal preferences and needs such as smell, taste, nutritive value and quality.)

3. Blends. (sd). Opgeroepen op Juni 2013, 2013, van My deltaq: . https://www.mydeltaq.com/blends/detalhe_blend-1/power_coffee-19.aspx?PID=5571 (Powercoffee is the perfect coffee for those who need an extra dose of energy. It is based on natural extracts and is a unique mixture of a double shot of energy.

This product has its origins in America and is not accustomed in the Netherlands at the moment. As prosperity increaces however, in ten years time the demand for these types of products will increase.

People will have a greater need for products that give them more energy so they can product more

effectively in the workplace.)

4. Product informatie over new care energie. (2013). Opgeroepen op juni 5, juni, van Gezondheid aan huis: https://www.gezondheidaanhuis.nl/nl/product/14188/Energie-New-Care-30-capsules (Nutrition-capsules. These capsules provide an energy boost by a mixture of herbs and nutrients. They keep the mind clear and alert. Making them well suited for exercising, working or whilst driving. These capsules can mean a lot more than they do now in ten years’ time. They could hold more healt-hy nutrients, perhaps even so much that you would be able to skip a meal.)

5. Roep om helderheid. (sd). Opgeroepen op Juni 6, 2013, van Rathenau: http://www.rathenau.nl/web-specials/nanodialoog/over-nanotechnologie/toepassingen/voeding/nano-ingredienten.html (Encapsulation: By using nano-sieves, ingredients can be locked up in a sort of mini-capsule. The particles consist of fat on the outside, but contain water on the inside. You taste fat but are mostly just eating water.)

20 21

High prosperity, unhealthy dietary patterns

It is 6.30 a.m. when Roland is woken up by Sterre. The smell of sweets buns, caviar and croissants enters his nose. He has employed Sterre for 2 months now and he must admit that he like having a robot like this.(1) He takes out his Smartphone, tablet and Google Glass to check his incoming email and social media. Suddenly he awakes from his technological gadgets and notices the time, he has to hurry. No time for breakfast today.(2)(3) He takes a quick dip in the bath the Sterre has preheated for him and puts on his clothes. This has made him thirsty and he takes a sip of champagne before jumping in a taxicab. An unhealthy, but relaxed habit for the start of a busy day.(4) Since everything is done for Roland these days, he has enough time to work on his business during his travels to different countries or appointments.(5) That’s really convenient. His business is thriving and 12-hour workdays are standard in current society.(6) Status of wealth is shown through his dietary pattern. Roland only eats the most expensive dishes. It’s not a matter of taste or nutrition but simply the status it portrays.

Since Roland didn’t have enough time for breakfast this morning he checks the conveyor-belt in the car for a tasty dish. He has adapted a true Burgundian lifestyle and only enjoys the most luxurious treats. Every day, he puts together his menu according to his own wishes.(7) These meals completely consist of hot treats prepared with the most exclusive spices. Perhaps not very healthy but oh so delicious.

Roland enters the plane two hours later, weary from his apppointment. He gorges on his white

truffles, Kopi Luwak coffee and Kobi beef.(8) Despite his rush, he tries to enjoy his exclusive meal. It cost him a fortune after all. In the meantime he reads through the notes from the last meeting Sterre

has projected on the glass. It’s really convenient to have a personal assistant ready for you day and night. It has become a convenience product you can’t imagine society being without anymore.

8.00 p.m.: He has one last meeting to go with which he closes his day. He decides to stop by one of his favourite restaurants to enjoy a specially made dessert with a friend. The grand dessert consists of cakes, ice-cream, Belgian chocolate and 4 exclusive cocktails. He tries to keep up his social contacts this way since no one has time for it in this busy lifestyle. Ten years ago it was perfectly normal to exercise together with your friends.(9) But despite them being just 28 years old now, there is no option for quality-time.(10)

12.00 midnight: Before going to bed, Roland puts together an exclusive menu for the following day and programs Sterre accordingly.

ConclusionStress society makes irregular eating inescapable. Besides that, high status is all that really matters. Status is shown through the most exclusive and often unhealthy eating- and drinking patterns. Furthermore, all tasks will be taken off our hands leaving little room for exercise. These factors add up to the continuation of an unhealthy lifestyle thus increasing the risk of obesity, type 2 diabetes and heart- and vascular diseases. The answer to the main question described in this scenario is: prosperity diseases will increase.

How can Hutten Catering act on this?In dealing with this scenario, Hutten Catering should use the following: exclusiveness. The main target group has a lot of money to spend. In return for their money they want exclusive foods that cater to their every needs and desires. They want to be distinguished from the mass. This exclusive food will have to be easily available. People will not actively search for it, but it has to be offered to

them at times that are convenient to them.

Source: 1-10

22 23

1. Tim Engelbart (22 February 2013) Robots nemen de wereld over. Consulted on 4 June 2013, http://www.dagelijksestandaard.nl/2013/02/robots-nemen-de-wereld-over(Robots are taking over the world.)

2. Social Media (26 April 2013) Geen tijd voor ontbijt. Consulted on 4 June 2013, http://www.eo.nl/beam/leven/item/geen-tijd-voor-ontbijt/(Nowadays, 40% of people prefer checking their social media and email over having breakfast.)

3. Hans Blommaert (22 April 2013) Geen tijd om te ontbijten door social media. Consulted on 4 June 2013, http://www.nu.nl/lifestyle/3402934/geen-tijd-ontbijten-sociale-media.html(Nowadays, 40% of people prefer checking their social media and email over having breakfast.)

4. Unknown (unknown) Aantal calorieën champange per 100ml. Consulted on 4 June 2013, http://www.calorielijst.nl/product/?calorie=5004 (Champagne contains 77 kcal per 100 grams.)

5. Unknown (unknow) Jesse (31) robotmonteur. Consulted on 4 June 2013, http://www.betamentality.nl/?pid=318(Robots can perform Household chores such as cooking and seeing to all basic needs.)

6. Unknown (14 November) Lange werkdagen steeds meer de norm. Consulted on 4 June 2013, http://www.werken20.nl/nieuws-over-nieuwe-werken/organisatie-bedrijf/20651/lange-werkdagen-steeds-meer-de-norm/(9 to 5 workdays are inceasingly becoming a thing of the past. Long hours are the new standard.)

7. Adjiedj Bakas (Unknown) Future of food. Consulted on 4 june 2013, http://www.scriptum.nl/boeken/management/algemeen/future-of-food(The individual does not want to be labelled, this creates personalised food that is modified to meet the needs and desires of the individual.)

8. Unknown (unknown) Het duurste eten ter wereld. Consulted on 4 June 2013, http://www.froot.nl/posttype/froot/het-duurste-eten-ter-wereld/(Expensive scarce products. Showing status with it.)

9. Redactie (1 April 2013) Kamagon core en stabiliteitstraining. Consulted on 4 June 2013, http://www.gezondbewegen.nl/category/fitness-2/(A busy schedule means no time to go to the gym. Exercising at home is the answer.)

10. Mira Kirshenbaum (Unknown) Red je relatie in hectische tijden. Consulted on 4 June 2013, http://www.simplifylife.nl/overview.php?cid=409(We are constantly on the road and very busy. As workdays get longer we spend more time at the office, leaving little time to spend with friends and family.)

24 25

Low prosperity, unhealthy dietary pattern

It’s Tuesday morning on the 3rd of May 2025 when Roland is woken up by his alarm clock. ‘5.15. a.m. already?’ he thinks. Just as the previous 3 nights, Roland barely had any sleep because of the stress and worries in his head. Stress about his dietary pattern, but lately also more stress about

his financial situation. He doesn’t have time to think about that though because he has a busy day ahead of him. (1) There is no time for an extensive breakfast so he walks out with half a hamburger leftover from yesterday, at least he has some energy for the next few hours.

It’ll be a long day. In order to get by Roland has several jobs these days, considering all his old jobs have been automated. He used to drive the streets as a taxi driver but the development of the high speed autonomous car rendered this job useless.(2) The economy is doing very badly. A few superpowers control the total mechanisation of society, causing huge numbers of unemployment

among the poorer population.(3)

Roland has also become a victim of this and so he has a job in the morning as a hypodermic-chip maker, in the afternoon he works as a social speech partner and in the evenings he closes the day as security camera guard in his neighbourhood.(4)

Because of these hectic work days, the lower ranks of the population barely have time to go to the supermarket, hence supermarkets are only open after midnight to be able to still cater to their most basic needs.(5)A supermarket isn’t the only thing that slowly disappears from everyday life, a kitchen is redundant in Roland’s house since he only eats meals outdoors anyway.(6)

It’s three o’clock in the afternoon when Roland exits the factory. He needs to be at his next job at half past three. Roland is deep in thought with all his worries. He thinks his excess weight might cause him the same problems as it did his father. He suffered from type 2 diabetes and had two legs

amputated. He now has major debts because he can’t pay his health insurance.(7)

He wakes up from this thought by the sound of his growling stomach. That cheap and easy food might fit well with his busy lifestyle, it does mean that every meal only satisfies him for an hour tops.(8) This causes Ronald to consume his unhealthy meals irregularly.(9)

Roland arrives at the cafeteria where he often comes in between jobs. They offer a choice of 5 different and cheap ready-to-go meals. To optimize the taste of these meals, lots of fragrances, colorants and flavouring agents are added. The earlier objections to E-numbers are gone and their unilateral presence forces society into accepting them.(10) Cheap, easy and fast are the core concepts of the present society. McDonald’s used to be an unhealthy evening out, yet now we live in a society in which unhealthy, fat and simple is the

standard.(11)

ConclusionDue to the irregular, unilateral and unhealthy dietary pattern, the risk of obesity, type 2 diabetes and heart- and vascular diseases will increase. The answer to the main question described in this scenario is: prosperity diseases will increase.

How can Hutten Catering act on this?Hutten Catering can act on this scenario by producing healthy, easily and rapidly available food.

With these meals they can secure a place in the current cafeteria-society. One condition Hutten Catering should definitely hold into account is that the food produced should be cheap considering the majority of the population will try to save money on food due to the low prosperity. However the consciousness of people living an unhealthy lifestyle will increase and Hutten Catering can play a

major part in this if they timely adapt their supply to the need of this low-budget target group.

Source: 1-11

26 27

1. Unkown, (4 November 2008), relatiestress en hart en vaatziekten op agenda. Consulted on 10 june 2013 http://www.hartstichting.nl/actueel/nieuwsoverzicht/nieuwsarchief_2008/nov_04_relatie_stress_en_hart_en_vaatziekten_op_agenda/ (Recent studies show more and more that stress and psychosocial complaints directly contribute to

the risk of getting heart- and vascular diseases.)

2. Shuie, (1 December 2011), auto rijden zonder stuur. Consulted on 12 june 2013 http://omnefuturum.wordpress.com/2011/12/01/auto-rijden-zonder-stuur/ (A car without a steering wheel and mirrors will in the very near future be the most normal thing in the world.)

3. Unkown, (unkown), het verschil tussen arme en rijke wordt steeds groter. Consulted on 13 june 2013 http://plazilla.com/het-verschil-tussen-arme-en-rijke-mensen-wordt-weer-groter (The gap between rich and poor will get bigger and bigger in the future.)

4. Basti Baroncini (14 September 2012), meerdere banen soms strikte noodzaak. Consulted on 10 june 2013 http://www.penoactueel.nl/Personeel/Algemeen/2011/9/Meerdere-banen-soms-strikte-noodzaak-PENO007491W/ (Researchers state that having multiple jobs is mainly a matter of necessity: people need the money from an extra job to get by.)

5. Unkown, (06 October 2010), Britse supermarkt ook snachts open. Consulted on 5 juni 2013 via http://www.trouw.nl/tr/nl/5009/Archief/archief/article/detail/2651576/1998/08/06/Britse-supermarkt-ook-s-nachts-open.dhtml (More and more supermarkets in the UK are opening 24 hours a day, for the reason that a growing number of people work on ‘strange’ and irregular times.)

6. The van Vugth, (11 March 2008), out of home consumptie neemt hoge vlucht. Consulted on 6 june 2013 http://www.molblog.nl/bericht/Out-of-home-consumptie- neemt-hoge-vlucht/(A kitchen will no longer be required because of excessive out of home consumption. People are having breakfast, lunch and dinner outside of their homes anyway.)

7. Andre Lenissen, (22 june 2012), zorgverzekering in de toekomst grote bedreiging voor Ned. Economie?. Consulted on 8 june 2013 http://onrecht.wordpress.com/2012/06/22/zorgverzekering-in-de-toekomst-grote-bedreiging-voor-ned-economie/(An advisory commission of high officials says that expenditures on healthcare will make up more than half of the collective expenses in the year 2040.)

8. Unkown, (unkown), ongezonde voeding gewoonte. Consulted on 8 june 2013 http://www.novalisinstituut.nl/paracleitosvoeding.htm

(Because the body only ingests unilateral nutrients, it’s not getting all the building materials it needs. This causes the body to constantly ask for more food until it is provided with the necessary building materials.)

9. Onbekend, (11 mei 2013), een mulitfactoreel probleem. Geraadpleegd op 5 juni 2013 via http://www.dwtonline.com/de-ware-tijd/2013/05/11/overgewicht-een-multifactorieel-probleem/ (Many people don’t succeed in developing a regular eating pattern due to a lack of living structure, irregular working hours and overtime. The risk of unhealthy -and over-eating thereby increases. With a lack of regularity usually comes a lack of planning e.g. the well-timed buying of healthy food and the aptly preparation of meals at home.)

10. Robert van Boxtel, (22 October 2012), e-nummers onder de loep gezond/ongezond. Consulted on 8 juni 2013 via http://www.gezondheidenvoeding.nl/voeding/e-nummers-onder-de-loep-gezond-of-ongezond/

(Several E-numbers increase the risk of obesity and heart- and vascular diseases, this is a scientific fact.)

11.Unkown (6 March 2012), gezond eten is duurder en wordt toch steeds moeilijker. Consulted on 2 june 2013 http://www.foodforfood.info/foodmonitor/artikel/gezond-eten-is-duurder-en-wordt-dus-steeds-moeilijker (Healthy food is more expensive and in many cases leads to a consciously unhealthy dietary pattern. In poor economical times, healthy food is often unaffordable and people save money by buying

unhealthy food.)

28 29

Prosperity

Unhealthy eating habits

Recession

Healthy eating habits

Prosperity

Unhealthy eating habits

Recession

‘Pop up your

luxury food’

‘My healthy

delicacy’

‘Healthy

takeaway’

‘Rebuild

kit’

Healthy eating habits

30 31

This concept offers food packages for target groups that have a tendency towards unhealthy or easy food, e.g. people who have just started living on their own or overweight/obese people. In this we can act on the trend of personalisation. The packages can be personalised, made possible by the nanotechnology. Healthy food such as fruit and vegetables can be made to

taste like your favourite food. Before the clients receives their food package, they need to fill out a questionnaire so Hutten Catering can accommodate to their personal desires.

Hutten Catering can apply the concept rebuild kit to have people grow their own food. Instead of packaged meals, Hutten Catering can sell food-growing packages. In that way Hutten Catering can create an opportunity for the population. Enabling them some form of trade in a badly functioning

economy. The catering company can consecutively put together different growing kits, making sure people maintain a varied and sufficient dietary pattern.

32 33

Hutten healthy takeaway ensures that people can easily get a quick, cheap and healthy snack in between work. The healthy takeaways is completely specialized in selling lunch packages with all the required vitamins and nutrients. These packages will be delivered to company caterers, but also to individuals and in well-known main streets. Thanks to Hutten Healthy Takeaway it is no longer difficult to eat healthy and varied.

Every month a pop-up with the most exclusive, innovating meals will appear in a different city. Key in this is creating a fraternal and jovial atmosphere. In times of great stress, this pop-up can provide the opportunity to peacefully enjoy a meal together. These moments together are back from yesteryears and are regarded as an important highlight of the day.

34 35

Socially interactive:- Speaks enthusiastically about the business and his job.- Talkative.- Energetic.- Radiates enthusiasm. - Has an optimistic and friendly influence on others, aimed at a positive outcome.- In problem solving: supportive, trusting, intuitive, exploring and conciliating. - Connected to colleagues and brainstorms with them.- Like to be an important part of an exciting team.- Love to play a part in important projects, activities and events.

Eric Habraken speaks enthusiastically about Hutten and his own work. He is very talkative and radiates a lot of energy and enthusiasm. Because of his enthusiasm he took us along in his optimism and positive attitude. He frequently said: “If you have any questions, please feel free to ask them and if there is something you don’t understand, please let me know.’ This made us feel at ease really quickly and gave us a trusting feeling. We felt free to ask all the questions we needed to ask and could form an excellent picture of the client because of it.He told us he was responsible for a large project within Hutten Catering. He was very enthusiastic about it and this led us to believe that he likes to play a part in important projects, activities and events.

At the end, Eric proposed to give us a tour so we could form a complete picture of Hutten Catering. He said that all employees are very fraternal and that all departments have a relaxed atmosphere, despite the high pressures of daily work. They form an exciting team. We also noticed this in Eric’s behavior towards employees during the tour.

We can certainly get the most out of this by dealing with him in a fresh, enthusiastic yet

business-like fashion. After the presentation Eric is going to give us, we will thank him and immediately put our problem forward so as not to lose sight of our goals.

Relaxed but to the point. We will not be asking any questions on comprehensive details, we are merely interested in getting a global picture of Hutten Catering. We will show that we really

want to go for it and are willing to put a lot of energy in our project. He will notice that we are firmly behind the concept we will deliver to him. We are going to try and already take Eric, and Hutten Catering, along in our project. All this in a friendly and positive way. At the end of our conversation we will thank Eric for the inspirational assignment.

We did not us any advisory trajectories.

We are living in the year 2013 but the scenario will take place in the year 2025. Before the developments are implemented in the company, there will be a long period where you can live

towards to the scenario. It is very important you have a realistic and structural image, so you can

implemented the concept as good as possible. For that reason we should explain the main points towards the scenario.

First of al, it is important that all of your employees within the company have the knowledge about the developments regarding nanotechnology. Especially the employees of the department product

development.

Hutten catering is producing food packages. In the future the food in the packages will be replaced with Nano technological food. It is very important that the clients are aware of this technological

development. Hutten Catering must promote the benefits and have to convince their clients and potential clients( for example: people that are overweight and has difficulty with eating vegetables) about Nano technology.

It is Essential that Hutten Catering stays up to date. Hutten communicated that they found it

important to improve their businesses by keeping up with the technological developments.

36 37

After ten weeks of hard work on the project for Hutten Catering we are very pleased with the results. The project certainly lived up to our expectations.

We would like to thank our project-guides Els Dragt and Sjoerd Remmers and also our teacher Matthijs Leendertse. Furthermore we would like to thank our client Hutten Catering for this inspiring and informative assignment. We hope our report can contribute to the further

development of the company.

Hopefully you have enjoyed reading the report and feel positive about our cooperation.

Timeline

1. Geschiedenis. (sd). Consulted on 1 June, 2013, Rijksoverheid: http://www.rijksoverheid.nl/ministeries/vws/organisatie/geschiedenis%-5B2%5D

2. Markt en regelgeving. (sd). Consulted on 1June, 2013, Deltalloyd: http://www.deltalloyd.nl/zakelijk/eigen-bedrijf/branche/restau-rants-snackbars-catering/trends.jsp

3. Severs, I. A. (2009). Consulted on 1 June, Oerdis als wapen in de strijd tegen welvaartsziekten. Innovatie netwerk.

4. Bedrijfscatering, onderzoek binnen catering. Consulted on 18 June 2013 http://www.bedrijfscatering.nl/Onderzoek/

5. Bonduelle, duurzame ontwikkeling en catering. Consulted on 18 June 2013 http://www.bonduelle-foodservice.nl/bonduelle-food-ser-vice-et-vous-developpement-durable.php?id_menu_n2=32

6. Korthals(December 1999) wet en regelgeving. Consulted on 18 June 2013http://wetten.overheid.nl/BWBR0010842/geldigheidsdatum_18-06-2013

7. Welwonen, wat doen welzijn. Consulted on 18 June 2013 http://www.welwonen.nu/templates/content.aspx?PageID=139

8. Diabetesfonds, Geschiedenis van diabetes. Consulted on 18 June 2013 http://www.diabetesfonds.nl/artikel/geschiedenis-van-diabe-tes

9. Mac Donalds, Onze geschiedenis. Consulted on 18 june 2013 http://www.mcdonalds.nl/over-mcdonalds/geschiedenis

Trendmap

1. Onbekend, (onbekend), Komende 20 jaar sterke stijging chronische ziekten. Geraadpleegd op 15-04-2013, http://www.nationaalge-zondheidsplan.nl/b2b/nieuws/270/komende-20-jaar-sterke-stijging-chronische-ziekten.html

2. Umcg, (onbekend), Publieksversie Healthy Ageing Onderzoek Pomp UMCG. Geraadpleegd op 16-04-2013, http://www.hannn.eu/assets/images/downloads/PublieksversieHealthyAgeingOnderzoekPompUMCG.pdf

3. Saskia Timmer, (2012), Waarom Ehealth. Geraadpleegd op 16-04-2013, http://link.springer.com/chap-ter/10.1007/978-90-313-9127-1_2

4. MVO Nederland, (2013), geraadpleegd op 17-04-2013.http://issuu.com/mvonederland/docs/trendrapport_2013

5. Smartphonebezit in Nederland groeit naar 58 procent, 03 oktober 2012, Danny Oosterveer, geraadpleegd op 21 Januari 2013, http://www.marketingfacts.nl/berichten/marktaandeel-smartphone-in-nederland-groeit-naar-58-procent

6. 8 op 10 Nederlandse internetgebruikers actief op sociale media, 25 September 2012, Heleen van Lier, geraadpleegd op 21 Januari 2013, http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/3321928/2012/09/25/8-op-10-Nederlandse-internetge-bruikers-actief-op-sociale-media.dhtml?utm_source=scherm1&utm_medium=button&utm_campaign=Cookiecheck

7. 8 op 10 Nederlandse internetgebruikers actief op sociale media, 25 September 2012, Heleen van Lier, geraadpleegd op 21 Januari 2013, http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/3321928/2012/09/25/8-op-10-Nederlandse-internetge-bruikers-actief-op-sociale-media.dhtml?utm_source=scherm1&utm_medium=button&utm_campaign=Cookiecheck

8. Aantal apps blijft groeien, android in opmars, 27 December 2011, Jose, geraadpleegd op 21 Januari 2013,http://www.compassonlinemarketing.nl/blog/2011/12/27/aantal-apps-blijft-groeien-android-in-opmars/

9. Iphone, 27 Januari 2012, onbekend, geraadpleegd op 21 Januari 2013, http://nl.wikipedia.org/wiki/IPhone

10. Lamb, R. (september 2012) Recessie tot 2020 is transitie economie, geraadpleegd op 7 mei 2013, http://www.trendsverwachting.nl/wp/richardlamb/trendrede-2013/

11. Rijksoverheid (april 2013) Hoeveel is de zorg ons waard?, geraadpleegd op 14 mei 2013

12. Heene, A. (juni 2010) Oorzaken en gevolgen van de economische crisis, geraadpleegd op 9 mei 2013, http://www.academia.edu/881272/Oorzaken_en_gevolgen_van_de_economische_crisis_en_aanbevelingen_naar_de_toekomst_een_verkenning

13. Boyd, C. (27 april 2012) Recession hits home in the Netherlands, geraadpleegd op 8 mei 2013, http://www.theworld.org/2012/04/economic-crisis-netherlands/

14. Hupperts, L. G. (sd). Duurzame innovatie in de voedingssector. Opgehaald van theterrace: http://www.theterrace.nl/assets/cms/File/van-minder-naar-anders.pdf

15. Cateringbranche koploper duurzame inkoop. (2011). Opgehaald van Duurzaam-ondernemen: http://www.duurzaam-ondernemen.nl/detail_press.phtml?act_id=10456

16. Verduurzaming. (2013). Opgehaald van Veneca: http://www.veneca.nl/index.php?parentIdPage=62

38 39

17. Metronieuws, 06-12-2011, sushi exposie. geraadpleegd op 25 april 2013 via http://www.metronieuws.nl/regionaal/sushi-explosie-verdringt-hollandse-foe-jong-hai/SrZlcA!qDVaGpvGyMShM/

18. .chinesecultuur, 08-03-2012, chinesecultuur komt op. geraadpleegd op 3 april 2013 via http://www.ibiblio.org/chineseculture/con-tents/food/p-food-c01s01.html

19. independent, 08-02-2012, lifestyle food en drinks. geraadpleegd op 23 april 2013 via http://www.independent.co.uk/life-style/food-and-drink/new-global -foods-trends-inspired-from-international-influences-2284573.html

20. Rijksoverheid, 07-08-2012, biotechnologie en genetisch gemodificeerd voedsel en landbouw. Geraadpleegd op 27 april 2013 via http://www.rijksoverheid.nl/onderwerpen/biotechnologie/genetisch-gemodificeerd-voedsel-en-landbouw

21. Kennislink, 07-02-2012, europa is bang voor genetische modificatie. Geraadpleegd op 23 april 2013 via http://www.kennislink.nl/publicaties/europa-is-bang-voor-genetische-modificatie

22. Proef, (06-05-2011), belasting op ongezond eten lost stijgende ziektekosten op. Geraadpleegd op 13 mei 2013 via http://www.proef.nu/nieuws/vitatas-wetenswaardigheden/20110506.html

23. Voedingscentrum, (2012), interview met Henk van Gerven SP. Geraadpleegd op 14 mei 2013 via: http://www.voedingscentrum.nl/professionals/overheid-en-politiek/verkiezingen-2012/een-interview-met-henk-van-gerven-sp.aspx

Uncertain

1. Telegraaf(maart 2013). De zorgkosten blijven stijgen. Geraadpleegd op 13mei 2013, http://www.telegraaf.nl/dft/nieuws_dft/21414535/___De_zorgkosten_blijven_stijgen___.html

2. Visser, M(2012). Zorgkosten in de afgelopen twaalf jaar verdubbeld. Geraadpleegd op 13 mei 2013 http://www.elsevier.nl/Nederland/nieuws/2012/4/Zorgkosten-in-de-afgelopen-twaalf-jaar-verdubbeld-ELSEVIER335305W/

3. RTL(2013). Oplossingen voor stijgende zorgkosten. Geraadpleegd op 13mei 2013 http://www.rtl.nl/components/actueel/rtl-nieuws/2012/06_juni/12/verrijkingsonderdelen/meer-over-zorg.xml

4. Rijksinstituut voor volksgezonheid en milieu, (06-03-2012), preventie wie doet wat. Geraadpleegd op 13 mei 2013 via http://www.nationaalkompas.nl/preventie/wie-doet-wat/

5. Rvz, (05-01-2013), preventie van welvaartsziekten. Geraadpleegd op 13 mei 2013 via http://www.rvz.net/publicaties/bekijk/preven-tie-van-welvaartsziekten

6. Van den Berg. M, (2012), preventie is investeren in gezondheid. Geraadpleegd op 13 mei via http://link.springer.com/content/pd-f/10.1007%2Fs12508-012-0075-z.pdf

7. Verhagen: vrees voor buitenlandse invloeden begrijpelijk en terecht. (2011). Opgehaald van www.nrc.nl: http://www.nrc.nl/nieuws/2011/06/28/verhagen-vrees-voor-buitenlanders-begrijpelijk-en-terecht/

8. Veenman, P. D. (sd). Allochtonen een kans of bedreiging? Opgehaald van www.eur.nl: http://www.eur.nl/rotterdam_lezing/lezingen/allochtonen_kans_of_bedreiging/

9. Veldman, R. (2012). Derde moskee in Zoetermeer een feit. Opgehaald van afrikanevolksparty:http://afrikanervolksparty.org/index.php?option=com_content&view=article&id=4955&

10. The Dutch Daily News, (15 february 2012) Recession hits the Netherlands, geraadpleegd op 13 mei 2013, http://www.dutchdaily-news.com/recession-hits-the-netherlands/#disqus_thread

11. Dutchnews.nl, (14 March 2013) Economy contracts again, the Netherlands is back in recession, geraadpleegd op 13 mei 2013, http://www.dutchnews.nl/news/archives/2013/02/economy_contracts_again_the_ne.php

12. Boyd, C. (27 april 2012) Recession hits home in the Netherlands, geraadpleegd op 8 mei 2013, http://www.theworld.org/2012/04/economic-crisis-netherlands/

13. HBD (3 april 2013) Feiten en cijfers, Prognose economie, geraadpleegd op 14 mei 2013, http://www.hbd.nl/pages/14/Prognose-eco-nomie/Detailhandel-totaal.html?branche_id=40&hoofdonderwerp_id=12

14. STRO, Social Trade Organisation, Kopen op afbetaling, geraadpleegd op 14 mei 2013, http://www.strohalm.nl/actueel/221-op-roep-voor-onderzoek-naar-tekort-koopkracht-in-arme-regios.html?gclid=CMD0-YWelbcCFdHMtAod1mcAoA

15. Hln, (18-09-2012), In 2030 is de heflt van de Amerikanen zwaarlijvig. Geraadpleegd op 13 mei 2013 via: http://www.hln.be/hln/nl/33/Fit-Gezond/article/detail/1503127/2012/09/18/In-2030-helft-Amerikanen-zwaarlijvig.dhtml

16. Robeco, (14 april 2011), Groei in preventive van zwaarlijvigheid. Geraadpleegd op 15 april 2013, http://www.rtl.nl/financien/rtlz/robeco/components/2011/articles/0414_Groei_in_preventie_van_zwaarlijvigheid.xml

17. Blokstra, Smit, Verschuren, (16 mei 2006), Veranderingen in leefstijl- en risicofactoren voor chronische ziekten met het ouder worden. Geraadpleegd op 15 april 2013, http://rivm.openrepository.com/rivm/handle/10029/7222

Life is sharing

1. Haan, den, D. (2012), Werkloosheid loopt sterk uiteen, Centraal Bureau voor de Statistiek, consulted on 4 June 2013, http://www.cbs.nl/nl-NL/menu/themas/arbeid-sociale-zekerheid/publicaties/artikelen/archief/2012/2012-jeugdwerkloosheid-europees-art.htm

2. Megastallen – NEE!, Burgerinitiatief Brabant, consulted on 4 June 2013, http://www.behouddeparel.nl/cmsdata/files/Tekst%20aan-bieding%20Burgerinitiatief%20Brabant.pdf

3. (November 2012) Ruilhandel weer helemaal hip, Hart van Nederland, consulted on 1 June 2013, http://www.hartvannederland.nl/nederland/2012/ruilhandel-weer-helemaal-hip/

4. Tara, S. (2009), Biosphere Home Farming, a concept by Philips, consulted on 10 June 2013, http://cubeme.com/blog/2009/08/20/biosphere-home-farming-concept-by-philips/

5. Penning (2010) 10 tips voor een gezond lichaam, mens en gezondheid, consulted on 4 June 2013, http://mens-en-gezondheid.infonu.nl/leven/64721-10-tips-voor-een-gezond-lichaam.html

6. (2013) DIY Windowfarm, Stofzuigerzen, tips voor een leuker huishouden, Groen wonen, consulted on 4 June 2013, http://www.stofzuigerzen.nl/groen-wonen/diy-windowfarm-zo-maak-je-je-eigen-raamtuin.html

7. Beek, van M., (2013) Beursvloer Zwolle, consulted on 28 May 2013, http://www.beursvloerzwolle.nl

8. Schijf van vijf, Voedingscentrum, consulted on 28 May 2013, http://www.voedingscentrum.nl/nl/schijf-van-vijf/schijf.aspx

9. Monolive (april 2012) Your source for high-tech and software, consulted on 4 June 2013, http://www.mono-live.com/2012/04/e-go2-ultra-compact-car.html

Healthy in a personal way

1. systems, S. (Regisseur). (2012). Vimeo staff pick movie [Film].

2. Nano technologie. (sd). Opgeroepen op Juni 10, 2013, van Food inspiration: http://www.foodinspiration.nl/archief/foodinspirati-on27/#/5/Futurefood-2050

3. Blends. (sd). Opgeroepen op Juni 2013, 2013, van My deltaq: . https://www.mydeltaq.com/blends/detalhe_blend-1/power_coffee-19.aspx?PID=5571

4. Product informatie over new care energie. (2013). Opgeroepen op juni 5, juni, van Gezondheid aan huis: https://www.gezondhei-daanhuis.nl/nl/product/14188/Energie-New-Care-30-capsules

5. Roep om helderheid. (sd). Opgeroepen op Juni 6, 2013, van Rathenau: http://www.rathenau.nl/web-specials/nanodialoog/over-nano-technologie/toepassingen/voeding/nano-ingredienten.html

What you eat, is who you are

1. Tim Engelbart (22 February 2013) Robots nemen de wereld over. Consulted on 4 June 2013, http://www.dagelijksestandaard.nl/2013/02/robots-nemen-de-wereld-over

2. Social Media (26 April 2013) Geen tijd voor ontbijt. Consulted on 4 June 2013, http://www.eo.nl/beam/leven/item/geen-tijd-voor-ontbijt/

3. Hans Blommaert (22 April 2013) Geen tijd om te ontbijten door social media. Consulted on 4 June 2013, http://www.nu.nl/lifesty-le/3402934/geen-tijd-ontbijten-sociale-media.html

4. Unknown (unknown) Aantal calorieën champange per 100ml. Consulted on 4 June 2013, http://www.calorielijst.nl/product/?calo-rie=5004

5. Unknown (unknow) Jesse (31) robotmonteur. Consulted on 4 June 2013, http://www.betamentality.nl/?pid=318

6. Unknown (14 November) Lange werkdagen steeds meer de norm. Consulted on 4 June 2013, http://www.werken20.nl/nieuws-over-nieuwe-werken/organisatie-bedrijf/20651/lange-werkdagen-steeds-meer-de-norm/

7. Adjiedj Bakas (Unknown) Future of food. Consulted on 4 june 2013, http://www.scriptum.nl/boeken/management/algemeen/futu-re-of-food

8. Unknown (unknown) Het duurste eten ter wereld. Consulted on 4 June 2013, http://www.froot.nl/posttype/froot/het-duurste-eten-ter-wereld/

9. Redactie (1 April 2013) Kamagon core en stabiliteitstraining. Consulted on 4 June 2013, http://www.gezondbewegen.nl/category/fitness-2/

10. Mira Kirshenbaum (Unknown) Red je relatie in hectische tijden. Consulted on 4 June 2013, http://www.simplifylife.nl/overview.php?-cid=409

40

Takeaway nation

1. Unkown, (4 November 2008), relatiestress en hart en vaatziekten op agenda. Consulted on 10 june 2013 http://www.hartstichting.nl/actueel/nieuwsoverzicht/nieuwsarchief_2008/nov_04_relatie_stress_en_hart_en_vaatziekten_op_agenda/

2. Shuie, (1 December 2011), auto rijden zonder stuur. Consulted on 12 june 2013 http://omnefuturum.wordpress.com/2011/12/01/au-to-rijden-zonder-stuur/

3. Unkown, (unkown), het verschil tussen arme en rijke wordt steeds groter. Consulted on 13 june 2013 http://plazilla.com/het-verschil-tussen-arme-en-rijke-mensen-wordt-weer-groter

4. Basti Baroncini (14 September 2012), meerdere banen soms strikte noodzaak. Consulted on 10 june 2013 http://www.penoactueel.nl/Personeel/Algemeen/2011/9/Meerdere-banen-soms-strikte-noodzaak-PENO007491W/

5. Unkown, (06 October 2010), Britse supermarkt ook snachts open. Consulted on 5 juni 2013 via http://www.trouw.nl/tr/nl/5009/Archief/archief/article/detail/2651576/1998/08/06/Britse-supermarkt-ook-s-nachts-open.dhtml

6. The van Vugth, (11 March 2008), out of home consumptie neemt hoge vlucht. Consulted on 6 june 2013 http://www.molblog.nl/be-richt/Out-of-home-consumptie- neemt-hoge-vlucht/

7. Andre Lenissen, (22 june 2012), zorgverzekering in de toekomst grote bedreiging voor Ned. Economie?. Consulted on 8 june 2013 http://onrecht.wordpress.com/2012/06/22/zorgverzekering-in-de-toekomst-grote-bedreiging-voor-ned-economie/

8. Unkown, (unkown), ongezonde voeding gewoonte. Consulted on 8 june 2013 http://www.novalisinstituut.nl/paracleitosvoeding.htm

9. Onbekend, (11 mei 2013), een mulitfactoreel probleem. Geraadpleegd op 5 juni 2013 via http://www.dwtonline.com/de-ware-tijd/2013/05/11/overgewicht-een-multifactorieel-probleem/

10. Robert van Boxtel, (22 October 2012), e-nummers onder de loep gezond/ongezond. Consulted on 8 juni 2013 via http://www.ge-zondheidenvoeding.nl/voeding/e-nummers-onder-de-loep-gezond-of-ongezond/

11.Unkown (6 March 2012), gezond eten is duurder en wordt toch steeds moeilijker. Consulted on 2 june 2013 http://www.foodforfood.info/foodmonitor/artikel/gezond-eten-is-duurder-en-wordt-dus-steeds-moeilijker