Food production and consumption in the Western World seems unlimited. At the same time climate change, obesity and diabetes call for new perspectives on our relation to food. Brabant is one of Europe’s smartest and most sustainable agri-food regions. We need to make the world a healthier, more sustainable and tastier place. How? During the HUB-programme in Meierijstad you will find out and be part of this change.
Keynote speaker Matthijs Diederiks sets the tone. For 12 months, he only consumed healthy and sustainable shakes. During his session, he will share his experiences. For the rest of the thematic programme, you can join small sessions and excursions while working together with changemakers in the agri and food sector of Brabant. You will learn more about decreasing food waste, local community farming, animal welfare and future meat substitutes. Experience how farmers innovate in collaboration with designers or the way chefs are inspired to become more sustainable. Together we will work on creative solutions for a fit and healthy society.
Sessions in Meierijstad Tuesday 22 October
Food Waste. Less Talking, more Doing.
Most changes in the realm of fighting food waste, have come from smaller companies and start-ups. They all strive for impact, and integrate fighting food waste into their policies and business. Governments, bigger companies and organizations also have a role to fulfill and seem to acknowledge the urgency of it too. The way governments approach the topic is in need for change, says the Dutch Foundation Samen Tegen Voedselverpilling (United Against Food Waste). Low-hanging fruit is of course ‘practice what you preach’. This sounds easy but is often not incorporated into the office. Most valuable change can however be achieved in a change of view, governments and companies could even save or make money if they refresh their role and sense of responsibility. How? Come and find out. We show you proven concepts but most of all we help you to find out how to start change tomorrow. Interactive work session. “
How Innovative! What’s Next??
Co-creation with designers can definitely create breakthroughs. But a breakthrough does not make a business. In the Netherlands, we have already known a series of innovation programs in which designers were brought in contact with i.e. farmers. These programs often offer guidance, finances and publicity for the parties working together.
Interactive work session.
Meet the meat substitutes of 2030!
Meet the meat substitutes of 2030! We get so caught up in the new brands, new products and new product names of meat substitutes, that we would almost forget to think about the trend in general. But not today! Today we want to discover wat kind of meat substitutes we will find in supermarkets and our kitchens in 2030. Experts from several perspectives will shine a light on the topic. Taking nutrients, origin, technique and branding into consideration, we are going to create the future together. Patents at your own risk! Interactive work session, led by a trend researcher.
Taking the lead in generating a fit and healthy society, as a government
A fit and healthy society is what everyone wants but our actions don’t always show for it. Join our movement to bring this goal closer to home. To achieve this big and hairy goal citizens, businesses, healthcare and government have to play their part. Purposeful, creative and sustainable.
In this workshop we’ll present a ‘start today’ challenge from Meierijstad which is as much local as it is global. Many co-workers have accepted the challenge and together we’ve already travelled the world twice. During the workshop we’ll experience the quest for vitality inside Meierijstad council as we gear up to go city-wide.
Remember that time that we wasted a lot of food?
Do you wonder what fighting food waste looks like? Come and find out. The world’s first Food Waste Lab welcomes you to find out what ways of fighting food waste are already underway. Discover The Waste Factory and listen to the inspiring story and flaming ambition of its founder Bob Hutten. Escape the Rescue Room. And learn what surprising collaborations are already making a difference today.
Excursion to The ‘Verspillingsfabriek’ in Veghel.
The food system does not like men
Love men? De Lekkere Man (The Delicious Man) does too! And so should everyone that eats dairy and eggs. Because of our drive for efficiency in the production of food, we have created an array of living animals that are a surplus as soon as they are born. Farmers and start-ups are working together to solve this problem and create ways for male meat to reach the market. This new product requires product development, branding, logistics, packaging and willing consumers. It does truly ask for a new way of valuing ethics and efficiency within our food system. Meet these entrepreneurs, cuddle a goat and have a taste. If this doesn’t spark your love for men, we don’t know what will! Excursion.
Why don't you hire your own farmer?
Community Supported Agriculture. It sounds futuristic (or ancient), but it is becoming booming business. Resulting in happy and healthy farmers, soil and consumers. Do you want to see what CSA looks like? Hop on our bus! We will visit Herenboeren; a concept where200 families own a farm and have contracted a farmer that grows the requested crops and animal protein. We will meet the initiator and dive into the challenges and highlights of the rollercoaster of success that is called Herenboeren.
Herenboeren, Kampspoor, BOXTEL
futurefood.io by Matthijs Diederiks
Matthijs Diederiks will be your keynote speaker of todays local HUB visit to Meierijstad. He is a documentary filmmaker who altered his career early 2016 when he embarked on a drastic switch in diet and lifestyle. For 12 months he lived solely on complete food and nootropics to investigate how these functional foods would impact his physical and mental life.
10:00 - 10:45
On the 22nd of October Creating Connections will provide you with the opportunity to socialize and interact with countless of creative and inspirational people from all over the world. Guided by the sweet tunes of our band ‘Mission of Soul’ and DJ ‘Bung Law’ the vibe will be set to connect!
In this laid back atmosphere you will be instantly engaged to meet new people and experience unique, sometimes breath-taking, moments. With locally and globally renowned acts we intend to change your perception of what goes together and what doesn’t. Showing you that there always is a way to connect, create and change the world for the better!
Stuck in the Middle
As a citizen, people cry out loud and react from their hearts, but as a consumer people are driven by finances and make rather unsustainable choices. So what can be done to create necessary changes in our food system? Everything starts with the ability and courage to see the great issues of our time and approach these challenges with colorfulness and diversity.
But what about farmers? Roger thinks farmers are often stuck in the middle, addicted to their old business model. Stuck in the ‘commodity trap’. Trapped in a system with products that are not unique in any way and thereby exchangeable. Operational excellence and reducing costs by scaling up don’t work in Holland, our land, our wages, our production costs – it’s just too expensive. We’ll go down the drain this way.