North Netherlands innovations on world stage in Osaka

During the World Expo 2025 in Japan, Northern Netherlands companies together with Japanese multinationals presented groundbreaking innovations in the field of energy transition and circular economy. This progress is the result of two complementary programs, the TopDutch Innovation Challenge and the Sustainable Industry Challenge. Together, they show how cross-border cooperation leads to cutting-edge solutions: from hydrogen in coffee roasting to recovering high-quality fibers from rubber. These innovations underscore the Northern Netherlands' role as a vibrant innovation hub and its strong connection to Japan.

The central theme of the event in Osaka was challenge-based innovation: an approach in which large companies with a sustainability issue are paired with parties that have the expertise to solve it.

The process works as follows: organizations come to NOM with an innovation issue. Together they formulate this as a clear 'challenge' or problem definition. NOM then publishes the challenge and searches through its own network in the region, the Netherlands and internationally, for various possible problem solvers. Potential solution providers apply and go through a number of selection rounds until two or three are shortlisted to present their final solution during a competitive pitch. The final selection is announced during a matchday.

After that, the real work begins. Fleur Mulder, ChallengeBase program manager, emphasizes, "The process doesn't stop at the match. We stay with both parties, help with the project plan, communication, think about test setups and subsidy possibilities. We are not about a photo opportunity and a confetti cannon, but really about implementation. At the end, we celebrate the results at a demo day. This is how NOM distinguishes challenge-based innovation from traditional innovation competitions that often founder at the prototype stage."

Coffee roaster UCC Coffee Benelux (180 employees in Bolsward, 27,000 tons of coffee per year), the fifth largest coffee producer worldwide and number 1 in Japan, came to the TopDutch Innovation Challenge with their sustainability challenge. Through the challenge process, DNV (Groningen) and Summit Engineering (Eelde) were selected as the winning solution party. Together they developed a flexible concept for switching from natural gas to hydrogen in coffee roasting. The first is in the flexibility of the technology: it can operate on natural gas, hydrogen or a mixture thereof, depending on the availability and cost of hydrogen. With this, UCC is taking an important step toward CO2-neutral production in 2040.

On September 1, 2025, coffee beans were successfully roasted in Groningen on various mixtures of hydrogen and natural gas (hybrid), including fully hydrogen-powered. "Besides a significant reduction of CO2 emissions, hydrogen roasting brings new flavor effects: a deeper complexity in the coffee," said Jeroen de Jager, Factory Director of UCC Coffee Benelux. This innovation was shown at the World Expo 2025 in Osaka.

Through Chemport Europe's Sustainable Industry Challenge 2023, Teijin Aramid (1,350 employees in Emmen and Delfzijl, production 25,000+ tons of aramid fibers per year) found two partners for their challenge: recovering high-quality aramid fibers from rubber products. New Born Rubber from Grootegast partnered to recover aramid fibers from conveyor belts from the mining industry for reuse.

"We are now in the phase of looking at whether these conveyor belts can be taken on a larger scale, with the aim of building a joint separation plant," explains Remco van Leeuwen of New Born Rubber. The follow-up study is scheduled for 2025. Initial tests show promising results: the recovered aramid fibers are suitable for new applications.

The Northern Netherlands region is home to 17 Japanese companies, including Kikkoman, Teijin Aramid, UCC, Menicon and Jellice. These companies show deep ties and long-term commitment to the northern Netherlands, Mulder says.

Delegates Willemien Meeuwissen (Drenthe) and Erik Jan Bennema (Groningen) participated with NOM representatives in the broader RVO trade mission, which was part of the economic mission to Japan organized by RVO. The focus was on three sectors: hydrogen, offshore wind, and circular construction. Minister Sophie Hermans (Climate and Green Growth) traveled with us during theme week "The Future of Earth and Biodiversity. The focus on energy transition, sustainability and circular economy dovetailed perfectly with the strong sectors of the Northern Netherlands. NOM worked closely with RVO, the Netherlands Foreign Investment Agency (NFIA) and other partners to strengthen the Northern Netherlands position.

The World Expo takes place from April 13 to October 13 and welcomes 158 countries and territories. With the theme "Designing Future Society for Our Lives," the Netherlands is presenting itself under "Common Ground," with an emphasis on international cooperation on global challenges.