April 2025 Femke Vanden Broeck
As an intern at the fruitiest publisher in the world, I had a wonderfully inspiring conversation with Bieke. Together with her husband Mathieu, she is the creative brain behind HÖNGRY's imaginative stories. Besides being co-founder of a publishing house, she's also the author of children's books starring the most colourful fruits and vegetables.
Where did the idea to write books with fruits and vegetables as main characters come from?
Bieke:
"Mathieu and I are parents of two young children, and at the dinner table, they could really act out, complain, even pout without even tasting. We noticed we weren't alone in this; many families face the same problem.
That got us thinking: where does this resistance in children actually come from? And how can we reduce that pressure at the table and bring back the fun and curiosity?
We want to bring fruits and vegetables to children in a different way, not on the plate, but through imagination, the language all children understand. Our goal was to give fruits and vegetables more visibility, give them a personality, and build a world around them that children would enjoy. That's how the idea came about, and we've been enthusiastically working on it ever since."
I can imagine that writing children's books isn't exactly a walk in the park. How exactly does that process work?
Bieke:
"You've already said it: it really is a process. Everything starts with ideas that are maturing in my head. As soon as I feel a certain idea sticks, I start thinking more consciously about a new book. Then my antennae are sharpened: I draw inspiration from conversations, a walk, something I see or hear... anything can set me on a track.
I also really immerse myself in the theme I want to address. I find it important to remain original, so I also look at what books already exist on that subject. This way, I can consciously choose a fresh, different approach. Once the concept is clear, I write a first version. I then rewrite it multiple times. While writing, I always pay attention to the rhythm of the story: does it invite further reading? Where are the page-turners? Are there moments that surprise or move the reader?
Once I have a version I'm happy with, I send it to my editors. They review the text with fresh eyes and provide feedback. With these insights, I start working again. In this phase, I also start reading aloud, which helps me hear if the text sounds good and reads smoothly.
Then when I really feel: this is it, I provide Bram, our illustrator, with the text. He then unleashes his creativity and creates the first illustrations. Based on those images, I adjust parts of the text. We work together to find the right balance between text and image, because not everything that is shown needs to be said—and vice versa.
This way we eventually arrive at our 'Golden Cut': the moment when everything is just right. THEN the book goes to the printer."
What was the inspiration behind the choice of the fruits and vegetables in your books? Did you consciously choose those that children sometimes find difficult to eat?
Bieke:
"Yes, absolutely. I come from the marketing world, so the concept was definitely well thought out" - she laughs.
"We wanted to start with characters in all the colours of the rainbow. The well-known motto 'eat the rainbow' inspired us to create a colourful and varied cast.
In addition, we deliberately chose fruits and vegetables that are a little less obvious. Instead of classics like a strawberry or a pineapple, we went for a raspberry or a corn cob, for example—something less common, but because of that, extra original.
We sought a good mix between familiarity and surprise: fruits and vegetables that children already know AND types they might not encounter as often. In this way, we hope to pique their curiosity, without it becoming too didactic.
And of course, we also looked at the 'character' of each fruit or vegetable. You need to be able to build stories around them. Corn, for example, may not be the most accessible vegetable, but as a character, it's a real hit. The popping, the cob, the popcorn... You can do so much with it."
How do you decide which character traits to give to each of the characters?
Bieke: "The characters are really based on the characteristics of the vegetable/fruit and what we associate with them." For example, you have Teddy Tomato, who is really the 'sweetheart' of the group; for me, that was obvious because a tomato is really a comfort vegetable. Just think of bolognese, tomato soup... The round shape of a tomato also has something sweet and soft, and that's how the character Teddy Tomato came about."
What is the difference between writing a booklet and a picture book?
Bieke: "There's a clear difference in age group and structure. Booklets are intended for the youngest, usually from 1 to 4 or 5 years old, depending on the theme. These books have short, simple rhyming texts to keep them playful and rhythmic.
A picture book, on the other hand, is aimed at older children, up to about 9 years old. It's really all about the story: there's a clear structure, suspense, a climax, and a surprising or endearing ending.
Writing a picture book therefore requires a little more time and attention. You have to make sure the structure is correct, that the story remains engaging, and that the emotions are right. It's a different way of writing, but equally enjoyable to do."
What is your favorite book to read aloud?
Bieke:
"That's like asking to choose between your children - she laughs - But if I really have to choose, it's 'Erwtjes in de ruimte'. It's such a wonderfully imaginative book, with fun page-turners and a surprising ending.
I can really pour my heart into it when reading aloud: there's plenty of room for intonation, which makes it extra enjoyable to perform. And the illustrations are beautiful—so colourful and expressive, perfectly matching the space theme.
Even though they're so small, the peas are great characters to write about. That adventurous spirit and dream world is a wonderful combination for a writer. Stay tuned, because there's a lot more fun coming with these characters. I already have at least three new books with the peas in my head."
One last question from curious followers: when will a new book be released and which of the characters will it be about?
Bieke: "Two new books will be released this autumn. The first to be released is a booklet about Robby Raspberry. This new board book will be about the theme emotions, which is a very rewarding theme with a lot of added value, and which remains relevant for a long time, as I also notice with my own children. In addition, a new picture book will be released in September. This time, Gina Eggplant steals the show. But I can't say more about it yet ;)."
The story behind HÖNGRY is thus one full of creativity and with the necessary dose of love for fruity fantasy. One thing I know for sure: the world of HÖNGRY tastes like more!
