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AGRI MEETS DESIGN Trade mission South Africa

TABLE OF CONTENTS Trade, Agriculture and Design











Trade mission


Teus de jong


Aart van den Bos


Community Personal visions on Agriculture


Maarten Klein


Angus Campbell


Agri meets Design


Geke van Dijk

Rogers Makasi


Frank Verhoeven


Kamiel Vorwerk


Bonnie Hornbach


Sander Janssen







Filippa Harrington

Manelisi Mapukata


Bonnie Hornbach



Roald Lapperre



Roald Lapperre


Marieke van Dijk


Nazeer Ahmed Sonday



Bonnie Hornbach in conversation with Roald Lapperre


Dorinde Kleinegris


Rosie Campbell



Lucky Simelane



Janine Johnson




Roald Lapperre in conversation with Bonnie Hornbach


Kees Blokland


Graig Fulton



Rob Denissen


Johan van Rensburg



Heath Nash

Zayaan Kahn

Dudley Adolph

Dudley Adolph

Sakhumi Restaurant, Johannesburg, South Africa, 6th of july 2014

CO-CREATE = ...only by merging capabilities will we create value, only by building relationships will we be able to make a difference...

INTRODUCTION In 2014 Cape Town was elected as World Design Capital. This has focused attention on design as a driver of innovation and solutions for social problems in South Africa. The Netherlands actively participated in World Design Capital, with the ‘Department of Design’, an initiative by the Dutch Consul General in Cape Town. During a 3-week event this ‘new-style pavilion’, featured matchmaking, workshops, lectures and networking events, to host an exciting mix of policymakers, entrepreneurs, scientists and politicians. This initiative builds on top of existing relationships. The Netherlands is South Africa’s third largest EU-trading partner. It is also the largest importer of goods from the Western Cape and the second largest investor. Early July, a Dutch trade mission consisting of a delegation of 60 companies with an interest in developing business relationships, visited South Africa. Department of Design harboured this trade mission, offering an activating stage to South African and Dutch businesses and key partners to co-create. Agri meets Design was part of the Department of Design programme and facilitated an exchange of ideas between Dutch and South African communities. This publication is a reflection of this crosspollination between the Netherlands and South Africa. At the same time it is an illustration of the diversity of people devoted to a sustainable food system. From the satellite data expert or the dairy consultant in the Netherlands, to expert in micro distribution of food in the city and the agronomist for sustainable African plant products in South Africa. Agri meets Design aims to mobilise this diversity in light of the global demand for innovation and explorative thinking in food and agriculture.

World Design Capital 2014 Department of Design Agri meets Design


AGRI MEETS DESIGN Co-create new solutions for agriculture

Demands on agriculture are increasing in volume, velocity, variety – while current business models are under stress. This presents major challenges that will only increase over time. What the market and society at large require is not incremental improvement, but order-of-magnitude increases in performance. To tackle the complex challenges the food and agricultural sector is facing, we need a culture of open innovation, in which everybody is invited and enabled to contribute to possible solutions and add new ones. Agri meets Design targets key challenges in food and agriculture on the one hand, and mobilises design capacity to match those on the other. Agri meets Design was initiated in the Netherlands, as a platform to enable farmers, designers and professionals to rethink agriculture and co-create solutions for our future food system. Agri meets Design functions as an online and offline workspace and breeding ground for innovation. To do this, Agri meets Design targets three different dimensions: 1.



Farms: Agri meets Design wants to professionalise its matchmaking efforts between farmers and designers, focusing on concrete results and generating convincing stories to illustrate the value of Agri meets Design. Society: Agri meets Design prioritises community-building activities. We believe that through involving society, you can make it a partner for change. Institutions: Fundamental changes are needed to help Food and Agri deal with wicked problems and locked-in situations. Therefore it is essential that not only farmers, but also the institutions surrounding them, such as governments, research institutes, banks and NGO’s, anticipate and co-evolve.

Agri meets Design wants to help make agriculture capable of learning by unleashing the inherent creativity and innovative potential of people. Design thinking can help to make space for reflection, enable individuals and groups to share their ideas and experiences and make them explicit. • • •

Agri meets Design invites farmers to share their innovation challenges and open up to new ideas and stakeholders. Agri meets Design attracts design thinkers to create new products and services and design processes that enable co-creation and social innovation. Agri meets Design actively looks for collaboration and new partnerships with value chain partners, NGO’s, research institutes and other relevant stakeholders.


Bonnie Horbach Dutch consul general, Cape Town

“The relationship between South Africa and the Netherlands is changing, from aid to trade and from giving to sharing. To establish these new partnerships we should generate ideas together. This will automatically evolve into long term solutions.” Let’s #co-createSA!

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On the 8th of July 2014, Dutch Minister for Foreign Trade and Development Cooperation Ms. Lilianne Ploumen officially opened Department of Design at the Provenance Auction House, in the Central Business District of Cape Town. As the main highlight of the Dutch programme for World Design Capital 2014, Department of Design has been a strategic incubator for longterm economic partnerships between Dutch and South African partners. For several weeks, Department of Design provided a platform for dialogue, knowledge exchange, matchmaking, and building trade relationships between South Africa and the Netherlands. The programme addressed challenges in water, health, energy, food and urban development. The programme was free and open to the public.


Roald Lapperre Deputy director general for agriculture and food, Ministry of Economic Affairs

“For the future of food security it is time to show what producing ‘more with less’ actually means in practice. Sharing Dutch agricultural knowledge and expertise can make a difference.”

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Design and design thinking are increasingly shaping the world around us. Designers not only shape the products that we use, our buildings and machines, they increasingly help design our services and systems too. We have been exploring what design can do in a Dutch initiative called Agri meets Design, which targets key challenges in food and agriculture on the one hand, and mobilises design capacity to match those on the other. It was valuable to build from this experience during the programme of Department of Design.

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The global challenge of ensuring sufficient food and other natural resources for a world population of nine billion in 2050 is among the most urgent challenges of all. Agriculture’s diversity, ranging from large scale commercial farming to extensive urban agriculture and everything in between, is a rich source of innovation to meet this food security challenge. This publication is a representation of the broad range of individuals devoted to a sustainable food system. From the satellite data expert to an urban farming member of a food cooperative that micro distributes food in the city. It shows you that there is power in diversity when different stakeholders, communities and businesses get connected.


BONNIE HORBACH Cape Town, South Africa

Bonnie Horbach: “The mission of Cape Town World Design Capital was “Live Design, Transform Life”. An important issue that arose from this is the global challenge of ensuring sufficient food and other natural resources for a world population of nine billion in 2050.”

Bonnie Horbach: “Department of Design symbolises the changing relationship between South Africa and the Netherlands, which is moving from aid to trade and from giving to sharing. Long-term partnerships will only evolve, when ideas are generated together.”

Bonnie Horbach: “Department of Design offered the trade mission an interesting introduction into the world of design and a unique opportunity to tackle the food security issue in such an activating environment, discussing and co-creating with South African counterparts.”

Let’s Co-Create SA!

ROALD LAPPERRE The Hague, The Netherlands

Roald Lapperre: “Dutch agriculture has been innovating in a densely populated country, with a population that is highly committed to a sustainable food system. Society has been a constructive driver for change, propelling food and agriculture forward. Dutch agri-business companies especially are well equipped to contribute to sustainable development worldwide.”

Roald Lapperre: “Ranging from large scale commercial farming to extensive urban agriculture and everything in between, agriculture’s diversity is an important part of the solution to the food security challenge.”

Roald Lapperre: “Design and design thinking can help us capitalise on that diversity, moving passed juxtaposed perceptions, narratives and views, improve decision-making and co-create more suitable solutions for complex problems.”


The Dutch Ministry for Foreign Trade and Development Cooperation lead a trade mission of 50 Dutch companies on Agri Food, Horticulture, Life Science & Health, Creative Industry and Transport & Logistics. The objective of the visit was to explore and deepen the already strong political and economic ties between South Africa and the Netherlands.

Dutch Minister for Foreign Trade and Development Cooperation Ms. Lilianne Ploumen officially opened Department of Design. Department of Design, a creative hub and platform, was an initiative of the Dutch Consulate General in Cape Town, representing a R4.5 million investment from the Netherlands and the single biggest foreign contribution to World Design Capital 2014.

Department of Design was an opportunity for knowledge-exchange and collaboration between South African and Dutch companies and organisations from the different top sectors and sustainability areas. An agreement signing ceremony between four South African and Dutch partners was also held during the opening.

TRADE MISSION Johannesburg - Cape Town July 2014

The Minister for Foreign Trade and Development Cooperation Lilianne Ploumen headed the trade mission to South Africa in July 2014. More than 50 Dutch companies from the agrifood, creative, life sciences & health and transport & logistics sectors accompanied her. A further 40 Dutch companies took part in the Department of Design exhibition. The Netherlands is one of South Africa’s major trading partners, with Dutch business well-represented in the country. The Netherlands is South Africa’s third largest EU-trading partner. It is also the largest importer of goods from the Western Cape and the second largest investor. South Africa has a good economic and financial infrastructure, a business culture which is similar to that in the Netherlands, and a high ranking in the World Bank’s Doing Business index. The South African government has launched ambitious programmes in infrastructure, renewable energy, transport and sustainable agriculture. A Dutch representative can be found in nearly every country in the world. Dutch entrepreneurs have access to this international network of embassies, consultants and Netherlands Business Support Offices (NBSOs). This international network supports entrepreneurs in international trade, investments, research and cooperation. The embassies and consulates provide advice and assistance in entering new markets. Regularly trade mission are organised under the leadership of a government member. The political contacts of the government members and Dutch diplomatic representatives can help open doors that otherwise remain closed, and for instance help broaching the subject of trade barriers.


Lettuce in the Philippi Horticultural Area, Cape Town

COMMUNIT Y South Africa and The Netherlands

In these series of portraits farmers, advisors, designers, policy makers and others share their visions on the future of agriculture.

The encounter between the worlds of agriculture and design is symbolised by the blue Agri meets Design farm-prototype. It offers a tangible representation of challenges farmers face today, and functions as an appealing invitation to society at large to apply its creativity and skills to collectively look for solutions to these challenges. The blue farm is a symbol for a new kind of agriculture, which is open and collaborates actively with society to tackle major sustainability issues. The blue farm is a living lab that throws a creative spotlight on agriculture’s biggest challenges and the collaboration needed to have an impact.


Geke van Dijk Strategy Director STBY

Amsterdam, The Netherlands, 25th of June 2014

“Whether for farming, health care, education, or any other service sector, people are as important to innovation as technology. Design research helps to bring the needs, preferences and drivers of people into the heart of the service innovation process.”

Frank Verhoeven Farm Consultant

Wageningen, The Netherlands, 20th of June 2014

“Sustainable soil management and craftsmanship are key for the future of dairy farming, if we want to maintain our world leading milk export position without depleting our soils and cows.”


Sander Janssen PhD, team leader Earth Informatics at Alterra Centre for Geo-information, Wageningen University and Research Centre

Wageningen, The Netherlands, 20th of June 2014

“Open data and ICT are important tools for food security. They enlarge efficiency and can empower different stakeholders in the foodchain. The challenge is to make smart and creative applications that touch base with (the reality of) small farmers and consumers.�

Marieke van Dijk Strategic Design Lead, DesignThinkers Group

Amsterdam, The Netherlands, 25th of June 2014

“The entire eco-system is a design opportunity; this needs lots of creativity, empathy, integrative thinking, optimism, experimentalism, and above all: collaboration.�


Microalgae testing facility, Algaeparc Wageningen


Kees Blokland Managing director at Agriterra

Arnhem, The Netherlands, 20th of June 2014

“There is nothing more powerful for economic growth then people taking matters into their own hands. Anywhere in the world you’ll find farmers with aspirations and good ideas. Enabling farmerto-farmer advice will help self-organise these farmers and turn their ideas into bankable plans and concrete actions.”

Dorinde Kleinegris Researcher Microalgae at Wageningen UR Food & Biobased Research, AlgaePARC

Wageningen, The Netherlands, 20th of June 2014

“Algae can grow anywhere the sun shines, even in hard conditions, for instance on salty drain water from greenhouses. As an alternative source for animal feed, energy and many chemical purposes, algae can make the world greener.”


Rob Denissen Dairy farmer

Heukelom, The Netherlands, 9th of June 2014

“I want to transform my farm into a community farm. I am not seeking for expansion, but I do want to earn a decent living. I want to open my farm for other entrepreneurs and enable them to start their own business in cheesemaking, cultivating mushrooms or energy production.�

Teus de Jong Product manager at Lely (Innovators in Agriculture)

Maassluis, The Netherlands, 24th of June 2014

“Agriculture always has to produce better, smarter and more sustainable. We try to unburden farmers by making machines that are high-tech but still simple and user-friendly.”

p. 26

Maarten Klein Manager Improvement Centre DLV Plant-GreenQ

Bleiswijk,The Netherlands, 24th of June 2014

“Due to research and technology, greenhouse horticulture has evolved into highly efficient closed production systems. Our next challenge is actually to co-create with nature, cultivating in an active climate where we actually tap into the intrinsic power of plants. This is the new frontier!”

p. 27

Kamiel Vorwerk Creative Director at Ruigwerk

Cape Town, South Africa, 11th of July 2014

“We need to redesign our foodsystem, and we need everyone to succesfully do so. It’s time we all start thinking and creating as designers.”



FARM:LAB 8th of July 2014 - Department of Design - Cape Town

By 2050 an estimated 60% of Africans will be living in cities. Large proportions of these urban households will be food insecure. Urban agriculture initiatives will without a doubt turn out to be an important strategic link to a suitable and sustainable food supply in urban areas. An important question is how initiatives such as these can develop a complete value chain, open to emerging farmers and targeted at local food security. During Department of Design a FARM:LAB was hosted on urban agriculture with local stakeholders, ranging from urban farmers to government officials and from researchers to designers. The objective was to conceptualise how the Philippi horticultural area could be turned into a multi-dimensional site that interacts with the larger Cape Town area. The Philippi Horticulture Area (PHA) is a 3,300 hectare farmland in the middle of Cape Town. With suburbs and city on all sides, large-scale farms in the area cultivate around 50% of the fresh produce consumed in Cape Town. About 70% of this produce (or 1,500 tonnes) moves through major SA supermarket chains, and 30% is distributed to smaller or informal shops. However, farming in this area is facing several obstacles including land rights, sustainability issues, availability of resources, and logistics. The PHA currently represents a complex and interwoven set of assets to the City of Cape Town. The PHA has recently taken the interest of major real estate developers who are looking to use this land for office buildings and houses. The complexity of the area means that novel and innovative ways are required to support and validate the value that it offers. Processes have to be initiated that enable the effective governance and protection of the area. The fact that there are no models to follow in this regard, no blueprints as to how to engage with such an area and no management systems within policy and governance structures, leaves room to show what design can do. Emphasis on how to foster and support local adaptation and inventiveness, can lead to successful innovations. Innovations designed with and for local farmers, using local skills and knowledge, will lead to more resilient local food systems. The FARM:LAB was facilitated in cooperation with three Cape Town based design agencies: Design4Development The Shift

Heath Nash

A FARM:LAB is an interactive design session that enables farmers and designers to co-create solutions.


Nazeer Ahmed Sonday Farmer and political activist Cape Town, South Africa, 2nd of July 2014

“The Philippi Horticulture Area is a 3,300 hectare section of farmland in the middle of Cape Town. With suburbs and city on all sides, it’s under threat of development. This area should become the country’s first agriculture conservation area and be protected for farming and food security.”


Rosie Campbell Graphic and Social Designer at Design for development

Cape Town, South Africa, 2nd of July 2014

“Our passion is people and realising human rights. Designers and creatives can use their skills to make a positive impact in peoples lives.”

Lucky Simelane Agri Resource Centre consultant, City of Johannesburg

Bertrams Inner City Farm, Johannesburg, South Africa, 7th of July 2014

“The city needs to feed the city, and Agri Resource Centres are an important element to this food strategy of the city of Johannesburg. We run the Agri Resource Centre for Region F at the site of the Bambanani Food and Herb Cooperative Project.”


Janine Johnson Social Design Facilitator at The Shift

Cape Town, South Africa, 4th of July 2014

“Designers can enable new visions towards complex problems. We should empower that.�

Craig Fulton Agronomist at ASNAPP (Agribusiness in Sustainable Natural African Plant Products)

Stellenbosch, South Africa, 3rd of July 2014

“There is a wide knowledge gap between commercial and new emerging farmers. ASNAPP tries to ease the growing pains with training and mentoring, technical support, and promoting a market first approach.�


Aart van den Bos Consultant, Aqua-Terra Nova B.V. (amongst others)

Capetown, South Africa, 4th of June 2014

Johan van Rensburg

There lies a big challenge in developing sustainable Metropolitan Food Clusters. Organic waste and waste water from our cities can be used for the development of food production. But it’s not just a technical challenge. We feel very strongly about the need for local-4-local agriculture and sustainable communities. The Aqua-Soil Approach addresses both social ànd environmental challenges.

Manager Jomajoco farm

Johannesburg, South Africa, 7th of July 2014 “We want to expand our food business, but we also need a new approach to farming to mitigate the impact of our footprint on the environment. We began developing the Farming for the Future method 5 years ago, one of the most comprehensive farming models globally.”


Angus Campbell Senior Lecturer Industrial Design, University of Johannesburg & Researcher at Izindaba Zokudla (Conversations About Food)

Johannesburg, South Africa, 7th of July 2014

“Participatory Technology Development, with a good dose of enthusiasm and broad design engagement, celebrates the ingenuity of urban farmers and provides the opportunity for sustainable change in South African food systems.”

Rogers Makasi Main Chef, Sakhumzi Restaurant

Johannesburg, South Africa, 6th of July 2014

“We source our food both from fresh markets and from wholesale supermarkets. Meat we buy from a local meat producer. In order to grow and meet demand, Sakhumzi has just bought it’s own farm.” (Sakhumzi Restaurant wants to be the premier brand for township heritage tourism)


Filippa Harrington Communication professional & food activist

Cape Town, South Africa, 3rd of July 2014

“We need to transform our skills in order to transform our food system.”

Manelisi Mapukata Urban farmer

Cape Town, South Africa, 4th of July 2014

“One day I will have a big farm, two goats and a host of community youth that I helped to keep off the streets.”


Chickens at Manelisi Mapukata’s urban farm, Cape Town


Heath Nash Designer Maker

Cape Town, South Africa, 11th of July 2014

“All the work I now engage in is informed by all the work I have made in the past. Every ‘mistake’ I have made in the past was not a mistake at all, but rather a way to understand the making of things better. Through this understanding of creativity, I acknowledge the importance of my workprocess as being almost more important than the end product itself in many ways.”

Zayaan Khan Horticulturist and Researcher

Cape Town, South Africa, 2nd of July 2014

“One of the biggest design challenges lies in communicating issues in agriculture in such a way that more people will get an understanding of the depth and difficulties of the food system. This enables people to find their own way to change it.�


Elsenburg, South Africa, 11th of July 2014

Dudley Adolph Acting Deputy Director General, Agricultural Development and Support Services, Department of Agriculture, Western Cape Government

“We are looking at the possibilities of technology to extend our reach in helping farmers, especially new entrants to farming. We are building an agricultural integrated management system, a huge effort to make relevant agricultural data and information accessible, both to get red tape reduced and to provide farmers with better information.�

The Western Cape Department of Agriculture provides a wide range of development, research and support services to the agricultural community in the Western Cape. Our agricultural sector is important for South Africa’s economic growth and plays a major role in creating sustainable job opportunities and ecological and social wealth. But the value of the Western Cape agricultural sector is something that cannot be taken for granted. We need to proceed on issues such as food security, land reform, black empowerment and sustainable resource management. Therefore we need to nurture and cultivate our agricultural sector.

One important area we apply ourselves to is the identification and prioritisation of research needs. In order to keep abreast of technological developments in agriculture, and to ensure that all the agricultural role-players of the Western Cape are provided with the most advanced scientific and technical advice, we need to make sure that scientific information reaches the commercial and smallholder farmer at farm level. In order to realise that, we need to explore the purpose, content, limits and outcomes of our policies with those for whom the outcome is intended. Those who are familiar with design thinking, will recognise that this actually entails taking a design approach to policy making processes. Agri meets Design elaborates on this, applying design thinking to longstanding problems in agriculture. Agri meets Design is based on co-creation and partnerships that will long outlast World Design Capital 2014.


AGRI MEETS DESIGN Agriculture and design are still worlds apart. Agri meets Design is a platform that aims to bring these worlds on a collision course. Because when they collide, new ideas and alternative approaches to longstanding, complex problems arise. Design is about what could be, not about what already is.


COLOFON Agri meets Design South African Trade Mission



Anne Bruinsma - Hackwerk Advies Helen Kranstauber - Food Cabinet Kamiel Vorwerk - Ruigwerk

Agri meets Deisgn is a platform that enables farmers, designers and professionals to rethink agriculture and co-create solutions for our future food system.

DESIGN /AgriMeetsDesign @AgrimeetsDesign

PHOTOGRAPHY South African photo’s Mario Rabi -

Agri meets Design is made possible by

Dutch photo’s Ernst Ruijgrok -

PRINT Pantheon Drukkers Printed on FSC certified paper Fedrigoni Splendorgel E.W. 140 g/m 2 Fedrigoni Symbol Card 300 g/m 2

SA TEAM Anne Bruinsma - Hackwerk Advies Helen Kranstauber - Food Cabinet Kamiel Vorwerk - Ruigwerk


Cover by Mario Rabie

Consulate General Cape Town Mirjam van de Kamp Zayaan Khan Mario Rabie Design for development Shift Heath Nash

DUTCH DESIGN WEEK 2013 participation Dutch Design Week with full week program (





2nd edition Agri meets Design at Dutch Design Week

Beelden van events etc.

DEPARTMENT OF DESIGN participation of the South African Trade Mission to Johannesburg and Cape Town

The Agri meets Design South African Team; Kamiel Vorwerk, Helen Kranstauber and Anne Bruinsma.

Agri meets Design - Trade Mission South Africa 2014  

In 2014 Cape Town was elected as World Design Capital. This has focused attention on design as a driver of innovation and solutions for soci...

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