The World Health Organization (WHO) and UN Food and Agriculture Organization (FAO) in 2003 called on the food healthy to be the easy choice. The reason was just published report on chronic diseases and the role of nutrition.
Two year later, the then health minister, Hans Hoogervorst, for a promotional logo on food choice. "It helps people make their choice."
Following the call for healthier products and a logo hit in 2006 Campina, Friesland Foods and Unilever have joined. Together with supermarket chains and the Dutch Association of Catering Organisations (Veneca) they wanted a logo to introduce healthier food. The Choices logo was in May 2006 a fact! An open initiative for the food retail and foodservice, which makes the healthier choice by a simple and easily recognizable logo.