The Netherlands is far behind the European ambitions for organic farming (25% by 2030) and the European obligation for sustainable impact reporting (incrementally from 2025). The government seems paralyzed. That is why sustainable frontrunners like Vivera, Eosta, Hak, Udea, Odin, Tradin and Yumeko, together with interest groups like Urgenda, Bionext and Caring Farmers are now joining forces in the Robin Food Coalition. This coalition of sustainable SMB companies wants to use joint impact reporting and disruptive campaigns to start a breakthrough for healthy, social, nature-inclusive agriculture. Almost all of green food and agriculture was present Tuesday 18th April at the launch at Eosta in Waddinxveen.
How will the Netherlands go from 4% to 25% organic farming in seven years? In the European ranking of organic agriculture, the Netherlands has been dangling somewhere at the bottom of the list of 27 EU countries for years. Leaders such as Austria, Denmark and Italy are falling further and further behind. Germany is aiming for 30% organic. The Netherlands recently set a meager 15% as a goal, but even that is unrealistic without a shift in market and policy.
Pioneers smothered in reporting requirements
The change theory of Rotterdam professor Derk Loorbach argues that transitions always start with a trend-setting minority, the pioneering small and medium-sized businesses; but these do not have the resources to compete with wealthy greenwashers. The danger is that the truly sustainable pioneers will be smothered in reporting requirements designed for mainstream polluters. Moreover, the frontrunners are already taking on plenty of social costs while the polluter still gets away with a competitive advantage.
The complete green vanguard
The need for concerted action was clearly felt last Tuesday at the launch of the Robin Food Coalition; the entire green vanguard was present. From the business world, the boards of directors of Eosta, Vivera, Udea/Ekoplaza, De Groene Weg, Green Organics, Yumeko, Odin, De Groene Weg, Peeze, Leev, Farm Brothers, De Smaakspecialist, Greenyard Group, Spar, Do It, Bejo Zaden and Tradin were represented, among others; from the activist world, Urgenda, Bionext and Demeter were present. Investors (Anders Invest) and scientists from Erasmus University were also present. Initiators Volkert Engelsman (founder Eosta) and Muriël Arts (Impacting Today) noted with satisfaction that vision, momentum and the will to cooperate were present. The focus of the coalition will be on two focal points: sustainable impact reporting and communication.
Paul Polman: food gets to the heart
Guest speaker Paul Polman, former CEO of Unilever and author of the book "Net Positive," stated that the food sector has so far been able to operate in the lee of all the focus on energy and fossil fuel, but that this could change at any moment. This means opportunities for green agriculture. "Energy remains an abstract topic. Food touches everyone."
Impact measurement and communication: new approach
Two working groups, one focused on communication and one focused on sustainable impact measurement, further brainstormed on how to achieve the desired breakthrough for healthy, social, nature-inclusive food and agriculture. Regarding sustainable impact measurement, it was concluded that joint data collection is a must; and proactively, based on the sector's own experience and insights as frontrunners. For communication, the sector wants to bet on the idea of vitality and health, in a disruptive way that touches people emotionally. Timo Hoogeboom, HAK's CEO, insisted that a new approach in communication is needed if we want to grow from 4% organic agriculture to 15%, instead of 4.2%.
Joining forces creates clout
Joining forces should ensure efficiency and opportunities for funding in these areas. The ultimate goal is a breakthrough for a new food system with an integral vision of ecology, social connection and health, with a fair distribution of wealth that reconnects farmer and citizen.
Photo : Alexis de Roode
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To the editor:
Contact:
Volkert Engelsman, founder Eosta
E volkert.engelsman@eosta.com
M 06 533 061 10
