Jack and the beanstalk

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The pup-up store

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Sea sponge tampon

Weed beer

Puma Dibs

Set the mood

Histor (for) art



Jack and the beanstalk

and the happy cows



The beef industry has the biggest emission of greenhouse gasses, therefore it contributes to climate change enormously.


The cultivation and production of beans have a low climate tax, since the consumption of beans has less environmental impact, compared to meat-consumption.


People who currently eat beef find it difficult to change this eating habit. Nevertheless, we can have a positive influence on the eating pattern of children, who are still developing this.



Research shows that our eating pattern is mainly determined by experiences during our childhood, including the stories that were read to us.



A rewrite of the children's book ‘Jack and the beanstalk’.



Children are first confronted with the magical advantages of beans through this story. The story tells about Jack who traded the last cow for beans. When his mother finds out she angrily throws the beans out the window. The next day Jack finds a beanstalk that reaches the sky and the rest of the story we all know…

Since the advantages of beans are not clearly communicated in the original story, we want to emphasize these advantages in the rewritten end of the story: where all the people eat beans instead of meat, all the cows live happy lives, the world will be save and everybody lives happily ever after.



Project: ADCN talent award challenge


Award: ADCN talent award nomination


Collaboration: Wietske Lutgendorff




The book ‘Jack and the beanstalk’ will be re-written by famous childbook writer Paul van Loon. In the new story, the writer emphasizes the positive aspects of the bean. This story ends with all people eating beans instead of meat, all the cows living happy lives and everybody living happily ever after in a safe world.

We will introduce the book through mini booklets on HAK jars, because HAK is the biggest preserved bean brand in Europe.

To make children more aware of the impact of their food choices have on the climate, we create a game based on their daily eating pattern. Together with their parents, the children can document what they ate that day on the game. The story of Jack and the beanstalk will change according to the meals of that day. This results in the storyline getting more positive (when the children eat no meat) or negative (when the children eat meat). Therefore, children become aware that they should not eat meat the next day!

There will be reading sessions for the children in large bookstores throughout the Netherlands, combined with bean-cooking workshops for their parents given by the famous chef Herman den Blijker. Herman is known for his bean recipes and his participation in several HAK bean commercials.