In Filipino households, mothers often carry the responsibility of deciding what meals to serve each day. Recognizing their central role, Ajinomoto Philippines has placed mothers at the heart of its “I Love Veggielicious Caravan 2025″, a community-based campaign aimed at making vegetable dishes both practical and appealing for the Filipino table.
In an interview, Ajinomoto Philippines Corporation (APC) President Mr. Koichi Ozaki explained that the initiative was shaped by his observation of eating habits across cultures. In Japan, vegetables are considered a staple, carefully integrated into meals from childhood. In the Philippines, however, vegetables are not as consistently prioritized in daily cooking. Ozaki noted that this gap in eating habits inspired the company to create a campaign that makes vegetable-based dishes more practical, flavorful, and affordable for Filipino families.
Since its launch in January, the caravan has reached six communities, combining cooking demonstrations, nutrition lectures, and interactive activities. Ajinomoto’s in-house chefs develop simple, budget-conscious recipes that highlight vegetables as versatile and satisfying dishes. By presenting them as practical options, the program aims to counter the belief that healthy cooking is time-consuming or expensive.
But the campaign extends beyond mothers. In schools, Ajinomoto introduces children to the value of vegetables through videos and interactive sessions. Ozaki stressed that nutrition education must happen “in parallel” — with mothers guiding household meals while children learn early to embrace vegetables as part of their growth and development.
While Ozaki admits that measuring immediate behavioral change is difficult, he emphasized that the program’s long-term success lies in consistency. With thousands of mothers already participating and more caravans planned in Luzon and beyond, Ajinomoto is optimistic that awareness and practice of healthier eating will gradually take root.
The company also views collaboration as central to improving public health. Ozaki emphasized that better nutrition and longer life expectancy should be seen as a shared responsibility, with both government and the private sector contributing in ways that reflect their strengths. Together, these efforts can move toward a common goal: helping Filipino families eat well and live well.
