BelOrta

Older generations often grew up around shared meals, cooking together, and recipes handed down through the family. Gen Z, on the other hand, is developing a very different food culture. It's not that young people are less interested in food. Far from it. Food is everywhere: on TikTok, Instagram, YouTube, in creator content, street food trends and quick recipe formats. The difference is that inspiration increasingly bypasses the family table.

That creates an interesting tension. Older generations carry a wealth of taste memories, recipes and cooking rituals. Younger generations bring new influences, pace, formats and food cultures. Two worlds with a great deal to offer each other, but ones that don't always find each other naturally.

For BelOrta, we saw a clear opportunity in that gap. As a brand rooted in fresh fruit and vegetables, but wanting to grow in emotional relevance, BelOrta wanted to bring people together again around taste. That's how Generation Taste was born: a campaign concept that makes BelOrta's broader brand platform ‘Connected by taste’ tangible and real.

Every generation has its own taste language. For older generations, taste is often bound up in memory, repetition and tradition. In dishes that have been around for years. In 'That's how Mum used to make it'. In techniques that were never written down but are felt instinctively.

For younger generations, taste is increasingly about discovery, speed and inspiration. About food trends, social media, creators and cuisines from across the globe. No less rich, just differently organised.

Where taste was once passed on at the table, today it is often discovered through a screen. Generation Taste brings those two worlds together. Not by setting nostalgia against innovation. But by showing that the finest cooking happens when generations discover each other's taste.

Generation Taste is a concept in which different generations cook together, taste together and share stories. Young people discover the recipes, techniques and rituals of older generations. Older generations, in turn, explore how young people cook, eat and experience food today.

The result is a new kind of cooking: one in which tradition and innovation don't replace each other but reinforce one another. The idea starts from a simple thought: taste connects generations.

Because a dish is rarely just a dish. It carries memories. It says something about where you come from. About who taught you something. About how you grew up. And about how you cook, taste and share things today.

Star chef Timon Michiels kicked things off, alongside his mother. At the heart of it was a recipe passed down from his grandmother to his mother and eventually to him.

That made the dish more than a recipe: it became a story about how taste adapts but never disappears. About how a classic from the past can take on new meaning today.

The content brought that tension to life perfectly: the emotion of recognition, combined with the freshness of a new generation. Olga Leyers and Shauni Van Impe also served up their finest dish.

Generation Taste didn't stop at watching, liking or sharing. On 19 September, the concept came to life on the Sint-Martinusplein in Genk. Together with Timon Michiels, BelOrta invited visitors to come and taste, discover and experience how flavours connect generations. The event made the campaign tangible: come with someone from a different generation and sit down at the table together.

With Generation Taste, BelOrta claims a meaningful role in people's everyday lives. Not just as a supplier of fresh fruit and vegetables. But as a brand that understands that eating is a social ritual. A way to come closer together. A reason to share stories. A bridge between the past, the present and the future.

Generation Taste gave BelOrta a warm, relevant and recognisable role: bringing people together around something everyone knows, but experiences differently. Because taste isn't only in what you eat. Taste is in who taught it to you. In who you share it with. And in how you pass it on.