The objective of this project was to identify new occasions, seasons, or ways to consume vegetables that have the most potential to increase demand. Lack of confidence The objective of this project was to identify new occasions, seasons, or ways to consume vegetables that have the most potential to increase demand. Lack of confidence and know-how are the main factors that restrict consumers’ use of vegetables in meal occasions. More meal occasions for vegetables can be generated in the following ways:  Linking new ideas for using vegetables to things consumers already do, but which they don’t often associate with vegetables.  Highlighting additional things that consumers can do with vegetables cooked in standard ways.  Reminding consumers of connections to vegetables that are all too familiar but which might be overlooked. More than 50 per cent of consumers will do more with vegetables, IF they are guided and motivated at critical points in time.  Consumers want hard copy information at the point of purchase. Information that they can pick up and take home. A single idea card for a specific vegetable, right at the point of purchase, reaches consumers at a time when they are most likely to consider trying something new.  Consumers don’t need completely new recipes. They have plenty already and can easily access new ones if they so desire. What they need is simple information in concept form that can help them figure out what to do, e.g. “use already cooked vegetables as part of a salad.” Consumers are not short of information about cooking. What they are short of is experience, confidence, and knowledge. Presenting simple concepts will give consumers confidence to try something new.  Give realistic time estimate for different vegetable preparations. Unfamiliar things are usually assumed to take much longer than they actually do.and know-how are the main factors that restrict consumers’ use of vegetables in meal occasions. More meal occasions for vegetables can be generated in the following ways:  Linking new ideas for using vegetables to things consumers already do, but which they don’t often associate with vegetables.  Highlighting additional things that consumers can do with vegetables cooked in standard ways.  Reminding consumers of connections to vegetables that are all too familiar but which might be overlooked. More than 50 per cent of consumers will do more with vegetables, IF they are guided and motivated at critical points in time.  Consumers want hard copy information at the point of purchase. Information that they can pick up and take home. A single idea card for a specific vegetable, right at the point of purchase, reaches consumers at a time when they are most likely to consider trying something new.  Consumers don’t need completely new recipes. They have plenty already and can easily access new ones if they so desire. What they need is simple information in concept form that can help them figure out what to do, e.g. “use already cooked vegetables as part of a salad.” Consumers are not short of information about cooking. What they are short of is experience, confidence, and knowledge. Presenting simple concepts will give consumers confidence to try something new.  Give realistic time estimate for different vegetable preparations. Unfamiliar things are usually assumed to take much longer than they actually do.