Moving customers toward a more plant-based, heathier diet is a challenge in America’s Rust Belt, admits Matthew Cervay, system executive chef at Geisinger Health System, with locations in northeastern and central Pennsylvania. Nevertheless, going down the path of healthier eating is a priority, and he’s slowly moving the needle at the seven hospitals he oversees. “Change can’t be an on-off switch; it has to be a gradual evolution,” Cervay says. “And you have to educate [customers] as well as make it tasty.” The successful promotion of a lightened-up, veg-forward breakfast bowl proves his point. The combination of flavorful ingredients, plus a little point-of-purchase marketing, turned the items into crowd pleasers. Here's how.