Protein factory: signpost of food transition
![Joep De Vries]()
Joep de Vries
About one in six Dutch children struggle with overweight, often as a result of an unhealthy diet. Ko Henneman and Addy Rutgers from the Foundation 'de Nieuwe Leefstijl' believe it's high time for a Food Experience Center, but one that is designed in such a way that it leaves a lasting impact.
Ko Henneman and Addy Rutgers are eager to get started. The plan to establish a Food Experience Center in the Northern Netherlands is nearly ready to go, and a recommendation report has even been prepared by NHL Stenden students. However, a permanent location for the project, which aims to raise awareness among children and their (grand)parents about the importance of healthy nutrition, has not yet been found. There is hope that a building in the Crafts Cluster in Veenhuizen, situated across the road from the Prison Museum, may be acquired in the future. "If a commitment is made, we can start right away," emphasizes Ko.
Sustainable food chain
The Food Xperience Center is one of the New Lifestyle's initiatives, a foundation committed to advancing the United Nations' Sustainable Development Goals (SDGs) and promoting various activities linked to these objectives. One of their strategies involves crafting concepts for immersive educational experiences related to food and biodiversity. Establishing a Food Experience Center is a natural extension of their overarching mission. As Addy points out, "Our primary aim is to foster awareness of healthy nutrition within a sustainable food system, as health and sustainability are inherently intertwined."
Far from simple
Children who eat a healthy and varied diet are less likely to be overweight. It also increases their immunity, making them less likely to be sick. Yet making healthy food choices for children is far from easy. After all, unhealthy food is available everywhere. At the same time, the proliferation of media stimuli constantly tempts them to make unhealthy choices.
Children who maintain a healthy and diverse diet are less likely to develop overweight. Furthermore, a healthy diet bolsters their immune system, reducing the occurrence of illnesses. Nevertheless, steering children towards nutritious food choices is not a simple task. Unhealthy food options are easily accessible everywhere. Meanwhile, the constant bombardment of media stimuli lures them towards less wholesome alternatives.
In addition, the ever growing population has resulted in an increased demand for food. This, of course, has a significant impact on the environment and nature. Consider elevated greenhouse gas emissions, diminished agricultural soil quality, and loss of biodiversity. Hence, the importance of a sustainable food chain will play a prominent role in the Food Experience Center. A radically different setup of our current food system is the only solution to ensure that there will be enough healthy food available in the future.
Learning through playing
Education about the role that healthy nutrition plays in their health is now more important than ever for children. "But it should be designed in such a way that it leaves a lasting impression," argues Ko. "In other words, it must become an inspiring center for experiencing and learning. A place where they can learn about the origin and taste of food, how to make healthy, sustainable and tasty choices, and why local products and short chains are a sustainable alternative to the global food system. The Food Xperience Center must have a WOW factor for children in different age groups. We were inspired by the amazing book 'WOW, worlds of wonder' by Erik Bär and Stan Boshouwers. This handbook on experience design shows how the design of experiences can lead to 'engage, inspire, and even transform.' That is exactly what we want to achieve."
HANNN
Ko has a diverse background, having worked in government, NGOs, and the corporate sector, assuming numerous managerial and executive roles throughout his career. He became involved with the De Nieuwe Leefstijl foundation after stepping down as the director of the Healthy Ageing Network Northern Netherlands (HANNN), an organization dedicated to achieving more healthy years for all inhabitants of in the Northern Netherlands. "After I left HANNN," Ko elaborates, "Anita van der Noord from De Nieuwe Leefstijl reached out to me. She said, ''You've been focusing on the health of seniors in recent years.' However, the root of the problem lies with children. Children who struggle with overweight or obesity continue to face significant health risks as adults. That's when the idea for establishing a Food Experience Center was born."
FICO Eataly World
Inspiration was drawn from the gastronomic and educational theme park, FICO Eataly World, located in Bologna, Italy. It's an impressive testing ground where visitors can explore the origins of food and the diversity of Italian food products, with a significant focus on sustainability and responsible food production. Veenhuizen was soon identified as an ideal location for the Food Experience Center. It's a central place in the Northern Netherlands, where, for example, the Prison Museum attracts many tourists each year.
In Veenhuizen, Ko and Anita struck up a conversation with entrepreneurs Mark ter Maat, the owner of Koffielust coffee roastery, and Addy Rutgers. They presented their plan and expressed their vision of realizing something similar to FICO. This brought about surprise all around. "Mark and I had been there shortly before because we wanted to do something with local food in Veenhuizen," Addy smiles. "A experiential center, to be precise. It couldn't have been a mere coincidence." Since then, on behalf of De Nieuwe Leefstijl, Ko and Addy have been the driving force behind the development of the Food Experience Center.
Business Innovation Program Food
Similar to Ko, Addy possesses a innate talent for connecting with others and building networks. He began his career in the police force and later worked in the construction industry for many years. 'I eventually realized that it didn't provide me with enough fulfillment," he says. "Sustainability, the environment, and nutrition have always been my great interests. "I wanted to make a more meaningful impact in those areas. Particularly in recent years, I've found myself increasingly thinking about lifestyle and health. This is why the initiatives of De Nieuwe Leefstijl, particularly the establishment of a Food Experience Center, appealed to me so much".
Several years ago, Ko and Addy were alerted to the existence of the Business Innovation Program Food (BIPF) by Joep de Vries, Business Developer Agrifood at the NOM. BIPF is an acceleration program that provides startups and existing SMEs in the food sector with market support to turn promising ideas into sustainable business models. For example, who is really your target market?
At first, the Food Experience Center was intended solely for children," Addy explains. "The BIPF taught us that we should take a broader perspective. In hindsight, it's quite logical because, after all, it's the adults who do the food shopping on Fridays. While children remain the primary target audience, we are now also focusing on parents and grandparents. Children often serve as messengers to their parents and this dynamic has our full attention."
The Wonder of Food Expedition
From the outset, a strong partnership was established with the Kind en Voeding Foundation, initially founded due to concerns about the scarcity of truly nutritious food products in supermarkets. Educators, such as dietitians, nutrition experts, and weight consultants affiliated with this nationwide foundation, offer various educational programs, including guest lectures in schools, childcare facilities, and after-school programs, focusing on promoting healthy and equitable nutrition.
They provide us with highly valuable insights about how to teach children about food skills," emphasizes Ko. "For instance, De Nieuwe Leefstijl has conceived The Wonder of Food Expedition, a sort of treasure hunt where children follow the path of food. A journey from the soil to the mouth, from mouth to excretion, and back to the earth. We intend to incorporate a similar journey within the Food Experience Center."
We have maintained fruitful dialogue with numerous grant-providing entities for quite some time. Their is certainly enough interest in our initiative. However, it's important to note that subsidies won't be awarded until we secure a permanent location. Addy acknowledges. "We've indicated that we require funding for approximately five years with a substantial reduction thereafter. The ultimate goal is for the Food Experience Center to become entirely self-sustainable."