On 21 April, representatives from the entire food supply chain – from seed traders, growers and distributers to retailers and consumer organisations – came together for an inspirational afternoon on the theme ‘Healthy is more’. The main event was the opening of ‘Nature Counts’, The Greenery's new sustainability initiative. Various prominent speakers also gave presentations on the benefits and necessity of sustainable production.
At Tomatoworld in Honselersdijk, master of ceremonies Philip Smits began by presenting the audience with a multiple-choice question with four options: Is sustainable production just a hype, or is it a breakthrough? Most people agreed with the statement that sustainability is a serious trend, one which also demands a pro-active attitude from all parties involved. A small group remained standing, opting for the final statement (without knowing what it would be beforehand) that sustainability is generating an enormous breakthrough in the way in which we do business. Some time later, former minister of Housing, Spatial Planning and the Environment Jacqueline Cramer also said that she saw some truth in both statements.
In his short speech, Smits made a link between climate changes such as global warming and the possible effects on growing food crops and water supplies on Earth – a realistic scenario in which the term ‘sustainability’ was, of course, not lacking.
Helping each other
Afterwards, trend-watcher and many-time author Adjiedj Bakas took the floor. A gifted speaker, he gave the audience a short lesson in economic history, linking it flawlessly with the subject of doing business during the period of economic transition that the world is currently facing. He then discussed two other important trends: green business and innovation in supermarkets, and the growing tendency for companies to enter new markets; the presence of co-makership and technological innovation. According to Bakas, the world is turning upside-down. His message states: ‘New chains must be formed, and if sustainability is the goal, then all those in the chain will need to lend each other a helping hand.’
Former minister Cramer had a similar message, stressing that ‘sustainability is here to stay’. She believes that there will be an increase in the number of groups deciding to pursue sustainable production. ‘Companies should regard sustainability as an opportunity, and know that in the long term it will pay for itself. Doing nothing is not an option, however it does require a pro-active attitude.’
A title, not a quality stamp
Before Petra van den Bosch was given the opportunity to talk about how Bleiswijk growers A+G Van den Bosch are putting sustainable energy into practice, she was first presented with a certificate – the company’s beefsteak tomatoes became the first ever recipients of the ‘Nature Counts’ title. The Greenery’s aim with the launch of this new sustainability initiative (which is what prompted the organisation of the afternoon) is to promote sustainability in the market gardening sector.
Smits emphasised that the initiative will allow The Greenery to communicate the message of sustainability and the story behind sustainable production even more effectively. Van den Bosch was awarded the title first, for being the first company in the Netherlands to use geothermal energy for greenhouse heating. This significantly reduces the consumption of natural gas, resulting in an energy saving of 90%. The company also supports other market gardeners who wish to make use of geothermal energy.
Innovation
As fifth and last speaker, Food & Nutrition Delta director Kees de Gooijer succeeded in inspiring the audience with an ‘infectious’ presentation on innovation. According to Kees, innovation is essential in order to reach customers and to convince them of the benefits of sustainably produced vegetables and fruit. The challenge faced by the entire sector is how to communicate the message to consumers – a point made perfectly clear by this inspiring afternoon.
For more information, see also the press release on The Greenery's new sustainability initiative “Nature Counts”.