- Philips and the Rijksmuseum bring together the ingredients for a healthy life to highlight the importance of fruit and vegetable consumption.
Amsterdam, the Netherlands – Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, has announced its ‘Dutch Masterjuices’ campaign, in partnership with the renowned Rijksmuseum, to highlight the importance of fruit and vegetable consumption. The healthy living campaign marks the release of a short film which sees still life works of art suddenly appear without its fruit and vegetables in a bold move that creates confusion and surprise with museum visitors.
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 . ‘Dutch Masterjuices’ aims to put the benefits of fruit and vegetables consumption back in focus. Importantly, other benefits include:
- Including fruits and vegetables as part of the daily diet may reduce the risk of some non-communicable diseases (NCDs) including cardiovascular diseases and certain types of cancer .
- Insufficient intake of fruit and vegetables is estimated to cause around 14% of gastrointestinal cancer deaths, about 11% of ischemic heart disease deaths and about 9% of stroke deaths globally .
- A diet rich in vegetables and fruits can lower blood pressure, reduce risk of stroke, lower risk of eye and digestive problems, and have a positive effect upon blood sugar which can help keep appetite in check .
- Homemade juices with fresh ingredients can contain up to 90%  of the nutrients in fruits and vegetables .
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
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.”
Paintings used in ‘Dutch Masterjuices’
- Jan van Huysum, Still Life with Flowers and Fruit, c. 1728
- Anthony Oberman, Still Life with Fruit in a Terracotta Dish, c. 1830
- Floris Claesz. van Dijck, Still Life with Cheese, c. 1615
For more information, and to view ‘Dutch Masterjuices’, visit www.philips.com/dutchmasterjuices.