Food Valley Update No 5

meets

2014 No. 5

FOOD VALLEY UPDATE

Silicon Valley

Algae promising ingredient

Food Valley

Meiny Prins on urban farming

Food Valley Award 10 years of innovation

TABLE OF CONTENTS

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We celebrate

Food Valley NL’s ten year anniversary with a great topic, the cross-pollination of IT and agro-food, or ‘Food Valley meets Silicon Valley.’ This Update will show you the exciting opportunities created by collaboration. But we have more news, too. We also feature Meiny Prins on urban farming and take a good look at the production of algae for the food industry. Enjoy!

Roger van Hoesel, Managing Director, Food Valley NL

FrieslandCampina on open innovation In order to survive in today’s turbulent market, companies must innovate continuously. Dairy producer FrieslandCampina believes collaborating with third parties is the way to achieve this.

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Food Valley meets Silicon Valley On October 22, 2014, agro-food and IT, the world’s oldest and newest sectors, will meet in The Netherlands. Experts from a wide range of fields will share their views on the future of agriculture, health and nutrition, and explore solutions offered by IT innovation.

Dutch food innovations Dutch businesses are continually developing new packaging, food products and research methods.

Food Valley NL is set to launch a website featuring innovative solutions from The Netherlands. In this issue we highlight a few agro-food innovations from the database.

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Silicon Valley goes into agro-food In Silicon Valley, innovation is a state of mind.

Teeming with new technology and an ambition to change the world, the area holds great potential for food and agriculture. The Mixing Bowl connects innovators from IT and agro-food.

UK food market Getting a foot in the door on the UK food market is quite a challenge. Supermarkets reign supreme.

But The Netherlands, one of the largest exporters of food products to the UK, has proven that it is possible to make inroads. The Food Valley UK Tour is an excellent opportunity to get to know the British market.

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Food Valley Award: 10th anniversary This year will mark the 10th time Food Valley NL presents the Food Valley Award. Thanks to growing media attention and recognition in the business community, this prize has become one of the most prestigious agro-food and feed innovation prizes in The Netherlands. See who won the award in the past ten years.

Food Valley Expo Food Valley Expo celebrates its 10th anniversary with a special focus on ‘Silicon Valley meets Food Valley’, or how IT innovation can improve the agro-food industry. Don’t miss the Food Valley Award ceremony or our inspirational speakers and excellent networking opportunities.

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Greenhouse technology can help feed the urbanized world Agro-food cannot survive without the water, high-tech and creative industries, believes Meiny Prins, CEO of Priva, a company specialized in greenhouse automation and climate control.

“We need to be creative to be able to feed the metropolitan areas of the future. And horticulture can offer solutions.”

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Food Valley Ambassador Yinghua Xiao, postdoc scientist at Wageningen University and Food Valley Ambassador, talks about networking, the key to doing business in China. Success depends on building close ties with politicians and stakeholders.

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Algae: promising new ingredient Pasta, toast, pie and pudding: a growing number of food products contain algae-based ingredients.

Algae production and biorefinery are becoming more efficient. Europe is developing laws to regulate its use.

Vegetable fiber-enriched bread Groentenbrood, vegetable fiber-enriched bread, was introduced on the Dutch market in the spring of 2014. The fibers used in this bread are supplied by VeggieFiber. The bread’s creator, Daan Riedijk, found this vegetable fiber supplier through Food Valley Direct.

PAGE 35 Upcoming events A list of upcoming events and Food Valley Update contact information.

Food Valley Update | 3

EVENTS

Silicon Valley meets Food Valley Pre-event meeting one day ahead of Food Valley Expo

October 22, 2014 On October 22, 2014, agro-food and IT, the world’s oldest and newest sectors, will meet in The Netherlands. Experts from a wide range of fields will share their views on the future of agriculture, health and nutrition, and explore solutions offered by IT innovation.

IT impetus to agriculture

Genomics connects biology and information technology, resulting in new and improved varieties. IT is what drives precision agriculture and thereby improves resource efficiency. And digital innovations can reduce postharvest losses too.

Consumer dialogue

In today’s high-tech world, consumers want to know all about the origins and properties of the food they eat.

Social media help create and sustain a dialogue between producers and consumers.

Intimate technology

Technology is becoming ever more important in health care. The Quantified Self continually generates a flow of data about our behavior, external stimuli and physical parameters: in short, information that can help us achieve a healthier lifestyle.

Inspiring pitches This meeting is organized by Food Valley NL in collaboration with Schuttelaar & Partners and Deloitte. Join us to hear inspiring pitches and take part in thought-provoking debates with experts.

For the full program, see www.foodvalley-meetssiliconvalley.nl To register, contact ynske.ackerman@foodvalley.nl

Experts

Several companies from The Netherlands and California will participate, including: Culios – specialized in online food solutions for retailers, focused on consumers’ personal preferences. Food Valley Deloitte Data Engine – Deloitte NL think tank, specialized in the technological side of big data analysis and its application in agro-food and other industries. Silicon Valley Dutch Sprouts – supplier of software solutions for agriculture and horticulture, e.g. soil analysis and pest detection. Food Valley Ecosystem Integrity Fund – venture capitalist focusing primarily on companies that are developing eco-friendly solutions. Silicon Valley Farm Hack & Apitronics – wireless platform for collecting field data to monitor environmental conditions.

Silicon Valley Future of Food Hackathon – network organization that brings together food innovators, chefs, developers, designers and entrepreneurs. Silicon Valley

LEI Wageningen UR – driving the SmartAgriFood program aimed at fostering IT solutions in the agrofood industry. Food Valley Mavrx Imaging – supplier of data that map out the earth’s physical properties. The company offers various tools and platforms. Silicon Valley Mixing Bowl – network organization where innovators in IT meet their counterparts in food and agriculture.

Silicon Valley Noldus IT – developer of software that analyzes human behavior to help optimize food solutions. Food Valley Physic Ventures – investor in IT solutions for managing health and well-being. Silicon Valley Taylor Farms – producer of fresh vegetables and salads.

Silicon Valley Wireless Value/Agrisensys – developer of wireless sensor solutions for greenhouse climate control and other applications. Food Valley

Iron Solutions – supplier of marketing data in the cloud to support agro-food businesses. Silicon Valley

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INSIGHTS

Silicon Valley goes into agro-food

Together with our friends, we won the hackathon with a plan to match young farmers with land and startup capital called Farmstacker. One thing led to another and shortly thereafter the idea for the Mixing Bowl was born.”

In Silicon

Valley, innovation is a state of mind. Teeming with new technology and an ambition to change the world, the area holds great potential for food and agriculture.

The Mixing Bowl connects innovators from IT and agrofood.

“We’re on the eve of an IT revolution in the agro-food industry,” said Rob Trice, founder of the Mixing Bowl in Palo Alto, California. “I am convinced that information technology offers fantastic potential for food and agriculture. Just think of what happened at the turn of the millennium. Then, we were just starting to think about Internet on mobile devices and look at where we are now. IT is going to revolutionize food production.”

Trice came to Silicon Valley in 2000 working at Nokia’s venture capital fund where he invested in numerous companies. In November 2013, he founded the Mixing Bowl, a hub where innovators in agriculture, food and IT can find each other and seek new high-tech solutions for agro-food.

How did you become involved in agro-food?

“A couple of years ago, my wife started working on a 150-head cattle ranch. That was my first encounter with the incredible lack of efficiency in agro-food. Last year, I attended a conference on innovation in New Zealand, where they presented a couple of case studies from the food industry. I was blown away by New Zealand’s innovations in agro-food. I returned from New Zealand on a Wednesday and the following Friday my wife asked me if I wanted to come along to a hackathon for a better meat system, at Stanford University. There were some 250 people: an amazing cross section of ranchers, butchers, meat companies and Stanford design school people, Stanford business school people and Google Glass wearers. It was a passionate bunch who really wanted to turn the meat industry into a better industry.

What does the Mixing Bowl stand for?

“I started thinking about what changes could be made in agro-food. With my telecom and venture capital hat on, I saw great opportunities for verticals, new collaborations between various links in the agro-food supply chain. In other industries, great things have been achieved by applying IT. Just think of how Airbnb has changed the lodging industry, or Uber the transportation sector. My idea is to shake up the sleepy verticals in agro-food. In other places in the world you see pockets of innovation in food emerging, for example in New Zealand and The Netherlands. But in Silicon Valley, Food & Agriculture, which is an immense industry, is hardly present at all. And on a world scale, very little is happening to cross-pollinate IT innovation for food and agriculture.

That really surprised me.”

Who participates in the Mixing Bowl?

“The Mixing Bowl welcomes anyone with an interest in food and agriculture IT innovation. Last June we held our inaugural ‘Food IT: Soil to Fork’ event at Stanford.

Over 350 people from all over the world were there. I was surprised how wide the appeal was. Many participants came from California, but we also attracted some big farmers from the Midwest and many other people from countries like The Netherlands, Lithuania, Japan, Indonesia and Malaysia. It was really very special. How often do you see a 20-acre organic farmer talking to someone from IBM? Or people from Google and Cisco to Monsanto employees?”

What does Silicon Valley have to offer agro-food?

“In Silicon Valley, we dare to take risks, or as we say here, to set BHAGs (Big Hairy Audacious Goals). The great challenges in food and agriculture fit the bill. In Silicon Valley, we’re well aware that we’ve reached a tipping point. There are so many issues in food and agriculture where high-tech can be used to create new solutions.”

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INSIGHTS What are the most exciting developments?

“The ranchers and farmers attending the conference were very surprised at the great marketing potential of big data and social media. And there were chefs who highly appreciated hearing about how farmers view technology adoption. Personally, I was excited and am encouraged by the open and energetic exchange that was initiated. The atmosphere was constructive and not at all about pointing the finger at each other, as often happens in the media.”

What kind of partners is the Mixing Bowl looking for?

“Anyone interested in agro-food and IT is welcome. We want to build bridges. We realize that worldwide there are other food networks where a lot is happening and a lot of knowledge is ready for the taking. For example, in The Netherlands, you have Food Valley NL. And in New Zealand we are in touch with the New Zealand Food Innovation Network.”

“IT is going to revolutionize food production” Where will the Mixing Bowl be ten years from now?

“We live in a connective world. It would be great if, by that time, we had built up a strong global network of ‘ag innovators’ who can easily access IT-related innovation. The Internet and IT are changing the world at a crazy rate. Large enterprises have to become more sustainable and small businesses need to get more efficient. I’m convinced that IT is the key to sustainable agricultural production.”

NETWORKS

Striking a new balance FrieslandCampina on open innovation

To survive

in today’s turbulent market, companies must innovate continuously. FrieslandCampina believes collaborating with third parties is the way to achieve this. As Willem Posthouwer, Open Innovation Manager at FrieslandCampina, puts it: “Trust is the road to added value.”

Until recently, every company relied on its own research to maintain a technological edge over the competition. But that has changed. Many products and services have become so complex that companies cannot possibly have all the knowledge and skills they need in-house. The market is also changing faster than ever before and the Internet has made knowledge accessible anytime and anywhere.

Information is widely distributed. Unable to reverse this trend, companies are increasingly opting to collaborate. ‘Open innovation’ is the new buzzword.

Success in this climate depends on mutual trust and solid agreements that are made in advance, according to Willem Posthouwer, Open Innovation Manager at FrieslandCampina. Although FrieslandCampina is the world’s fifth largest dairy processor, it does not shy away from collaborating with other parties to make bigger strides in innovation. “The world is constantly changing,” Posthouwer said.

“It’s important to act quickly. Our motto regarding

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SECTOR UPDATE NETWORKS

NETHERLANDS • Food Valley NL DENMARK • Agro Food Park Aarhus BELGIUM • Flanders’ FOOD • Wagralim

GERMANY • Food Processing Initiative FPI • NiekE/DIL SWEDEN • Skåne Food Innovation Network SFIN

FRANCE • PdC Nutrition, Health and Longevity NSL UK • Institute of Food Research IFR Food Valley NL collaborates with 8 other food networks in Europe. They are united in the European Food Alliance. For more information, contact jeroen. wouters@foodvalley.nl

Looking for new networks The agro-food industry has networks in all shapes and sizes. In the NetGrow project, Food Valley NL and eight partners from other European countries have taken inventory of all European food networks and developed a toolbox. The NetGrow toolbox helps companies identify the right network for their needs. It is available at www.netgrow.eu NetGrow has also listed success factors for network cooperation and published these in a practical guide.

To order ‘Open Innovation in the Food Industry: An Evidence Based Guide,’ contact frances.fortuin@ foodvalley.nl

innovation is ‘realizing by responsive networking’.

The turnaround of innovations should be short and you have to respond quickly. Participating in networks is essential for us to keep up with what’s happening.”

Focus, coincidence and timing

“In managing open innovation, we take a three-pronged approach and focus on child growth and development, daily diet and functionality. If you’re focused, you can benefit from coincidence. So when you’ve got a problem in the back of your mind but you happen to be in a completely different business environment, you can suddenly have one of those light bulb moments. Let me give you an example. Generally, we don’t want any air in our emulsions. Neither does the cement industry, because air bubbles weaken concrete. Now, they’ve found a way to prevent those air bubbles from forming. We just happened to come across this solution and suddenly realized it could work in our industry too! So now we use innovative technology from the cement industry.”

“Every year we come up with some 250 to 300 new ideas.

A lot of those are off the wall. Fun, but not feasible.

We subject all ideas to a thorough screening in order to maintain our focus. That leaves us with only two to three percent of those ideas that are really worth exploring further. Apart from our focus, timing and market potential are important too. Sometimes, innovations are not at all technologically challenging. In Asia, for

example, preparing baby formula is quite a ritual. So we’ve changed the way we package our formula and now include a special spoon with our formula to honor this ritual. Since then, sales have grown substantially.

As simple as it is effective.”

Looking for partners

Basically, anyone can team up with FrieslandCampina in an open innovation project, Posthouwer explained.

“Collaboration makes sense when a company has competencies that are complementary to ours. If they can think and operate at our global scale, chances are we can turn that collaboration into a success.”

“These days big players in other industries are all collaborating. In the automotive industry, for example, Peugeot, Citroen and Toyota are joining forces to build a new type of car. There’s not enough of that going on in the agro-food sector. It’s not easy, but it has great potential. The benefits are mainly in cost reduction and the ability to differentiate in mature markets where competition is stiff. “

Trust is key

Posthouwer firmly believes that collaboration for innovation can only be successful if clear agreements are made from the outset. “It’s a matter of trust. So we first spend a lot of time getting to know each other.

And when you’re considering working with foreign businesses, you need to be aware that there may be cultural differences. For example, we were negotiating with a French company. It took quite a while and at some point things just seemed to get stuck. But then suddenly, months later, they indicated they were still interested. So patience and keeping the faith paid off after all.”

“To avoid disappointment you should make it crystal clear how big a slice of the pie everyone is going to get.

We aim for long-term relationships. In the early stages, everyone should be able to get all their issues out and dealt with. And that includes drawing up detailed contracts with a clear division of tasks and licensing agreements. Knowing what your cut is going to be will make everyone happy when you finally develop that golden idea.”

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SPOTLIGHT ON INNOVATIONS

Dutch food innovations Dutch

businesses are continually developing new packaging, food products and research methods. Food Valley NL is set to launch www.dutchfoodinnovations.com, a website featuring innovative solutions from The Netherlands. Below we highlight a few agro-food innovations from the database.

Olive extract as dietary supplement

A scientific study has shown that BonOliveÂŽ, developed

by BioActor in Maastricht, can contribute to healthy bone mass in women after menopause. BonOlive’s natural ingredient is an extract obtained from the leaves of the olive tree. In July 2014, the Journal of Nutrition, Health & Aging published the results of a double-blind randomized study in which 64 post-menopausal women took a daily dose of BonOlive (n=32) or a placebo (n=32) for twelve months. The results showed that daily intake of BonOlive compared to the control group had significantly increased the markers for bone mass, a healthy balance in bone formation and resorption, and bone density. www.bonolive.com

Milk fraud test

It is now possible to establish the origin of milk and prevent fraud, thanks to EuroProxima, an Arnhembased company that introduced a milk fraud test in the spring of 2014. The test is based on the sequence of the kappa-casein protein that is characteristic of cow’s and buffalo milk. It was developed in collaboration with Wageningen University’s RIKILT institute. Retail milk prices vary greatly, with some types of milk costing up to 17 times more than cow’s milk. This disparity might tempt manufacturers to fraudulently mix cheaper milk into their expensive dairy products. This is not only illegal, it also poses a serious risk to people with milk allergies.

The new laboratory test can detect traces of cow’s and buffalo milk in the milk from other species (goats, sheep, camels, donkeys, horses) and in milk from other sources (grains, vegetables, nuts, seeds). The milk fraud test is an ELISA (Enzyme Linked Immuno Sorbent Assay), and can show the presence of both intact kappa-casein and its denatured protein. The lab test is easy to carry out and results are available within less than 2 hours.

The milk fraud test has a high sensitivity and a wide range; incorporation of 0.25% to 50% can be detected. www.europroxima.com

Monitoring in the supply chain

The ChainPoint® internet platform makes it possible to monitor agricultural products from farm to fork. This web-based solution was developed by the Arnhembased company ChainPoint. As the supply chain from producer to consumer grows more complex, the need increases for reliable information about products and the way they are produced. ChainPoint is a flexible and safe internet platform that enables every link in the supply chain to access the information they need. The platform can be integrated seamlessly into existing ERP (Enterprise Resource Planning) software and simplifies supplier assessments, audits and certification, benchmarking and storytelling. ChainPoint improves collaboration and transparency in the entire supply chain and achieves benefits in terms of quality and sustainability while reducing risks and cost. www.chainpoint.com

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SPOTLIGHT ON INNOVATIONS

3-D printed food products

Tracking ingredients with isotopes

Plant compounds labeled with stable isotopes such as 13 C or 15N can be used for various purposes in food, pharmaceutical and medical research. IsoLife produces such stable, labeled plant material under controlled conditions. Isotope-labeled metabolites have many benefits: they have a high detection sensitivity and are edible and safe for humans, animals and the environment.

Labeled plant products enable scientists to study the workings of gut microbiota or to monitor the bioavailability or efficacy of ingredients. IsoLife’s new product line includes a wide range of nutrients and pharmaceuticals, such as saccharides and poly-saccharides, proteins, flavonoids and terpenoids. IsoLife also supplies labeled, whole plant organs of various plants, such as leaves and tubers. www.isolife.nl

TNO Eindhoven has developed a technology to produce 3-D printed foods. With this technology, an object is built up layer by layer directly from a three-dimensional computer design. Three dimensional printing enables the food industry to develop products that could not be developed in any other way. New source material, such as proteins from algae, beet tops or insects can be transformed into food products, reducing environmental impact. 3-D printing also makes personalized nutrition much more feasible. Products can be tailored to individual needs and preferences. In addition, a 3-D printer can prepare such personalized food products at a particular time, so consumers can eat freshly prepared, healthy dishes whenever they want. Also, 3-D printed foods offer much greater freedom in terms of design, not only in shape but also in composition (ingredients and formulation), structure, texture and flavor. www.tno.nl

Food Valley NL makes Dutch agro-food innovations available through an online innovation database, www.dutchfoodinnovations.com. The website will be launched at the Food Valley Expo on October 23, 2014. Companies can submit their innovations for inclusion free of charge until January 1, 2015.

For more information, contact saskia.vanerkelens@ foodvalley.nl.

Longer shelf-life for fruits and vegetables

Wageningen-based company TOP has developed Permachill, a new refrigeration technology that keeps the storage space at the optimum temperature of just above 0°C. At this temperature, potatoes, fruit and vegetables stay fresh longer, so there is less loss compared to conventional refrigeration technologies.

Conventional refrigeration uses air cooling to lower the temperature to 4-7°C. The air flow creates temperature fluctuations that may even cause frost damage to sensitive products. Instead of using a central cooling unit, Permachill cools the walls. This creates a stable refrigeration that cools products down uniformly and keeps them at the same temperature. This allows cooling to temperatures just above 0°C, which is ideal for extending the shelf-life of fresh produce by several days, without the risk of freezing. Fruits and vegetables go into hibernation. Permachill technology can be used for cold storage and refrigerated transport, and can therefore be applied at several links, or ideally every link, in the supply chain. TOP has also developed an app that can calculate a product’s potential shelf-life extension. www.permachill.eu

Micronization technology

FeyeCon in Weesp has developed a micronization process that can create ultra-small sub-micron particles of 100 nanometers. With this technology, FeyeCon can create functional powders for application in foodstuffs such as margarines, spreads, dressings, dairy products, mayonnaise and ice cream. The nanoparticles have various structures. Micronized powders create new possibilities for adding less expensive or healthier ingredients to food products. For example, micronized saturated fats are excellent stabilizers because they are easy to digest, not soluble in water and inexpensive.

Micronization can be used for a great number of different ingredients in both pilot and production environments.

Capacity can vary from 100 grams to hundreds of kilos. www.feyecon.com

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FOOD VALLEY UK TOUR 2014

UK food market Opportunities for niche products Getting a foot

in the door on the British food market is quite a challenge. Supermarkets reign supreme. But The Netherlands, one of the largest exporters of food products to the UK, has proven that it is possible to make inroads. The Food Valley UK Tour is an excellent opportunity to get to know the British market.

Across the North Sea lies an enormous potential market for Dutch food companies. In 2012, 63 million Brits spent £187 million (€ 268 million) on food and drink through retail and food service channels. These spendings have grown by 2.5% annually since 2008. Like The Netherlands, the UK has an aging population and increasing ethnic diversity. The big cities in particular have sizable populations of Indians, Pakistanis, Africans and Caribbeans.

Import

“The British food market is quite competitive and dominated by the supermarket chains. It is notoriously hard to get on their shelves,” said Stella van Bemmelen,

agricultural assistant at the Dutch embassy in London.

“But for those who know this market, there are definite opportunities. A large number of Dutch companies have proven that. The Netherlands is currently one of the largest exporters of food and drink to the UK.” The UK is a net food and drink importer. Fruits, vegetables and meat products are the main imports. In 2012, the country imported food and drink worth £4.6 million (€ 6.6 million) from The Netherlands. That equals 12% of its total imports. Other food and drink is imported from France, Ireland, Germany and Spain.

Opportunities

An important trend in recent years has been to ‘Buy British’. But as Van Bemmelen explained, “the trick is to circumnavigate that with high-quality products. There are a lot of opportunities, in particular in niche markets.

And healthy and organic products are growing fast too.”

“If you are a newcomer on the British market, it’s wise to work with a business partner who already knows the market. They can help you with advice, networking and market introduction,” Van Bemmelen said. “Taking part

Food Valley UK Tour 2014 Food Valley NL and the Dutch Embassy in London are organizing a UK Food Tour on Tuesday 18 and Wednesday 19 November, 2014, for food companies that are considering entering the British market.

The tour coincides with Food Matters Live, a food innovation event in London, 18-20 November.

Company Visit The Food Valley UK Tour will include a visit to Culina, the UK’s largest food and drink logistics company.

Culina was established 20 years ago by Dutchman Thomas van Mourik. Culina has several distribution centers in England that it uses to supply the entire UK. Van Mourik will talk about his experiences on the British market and its specific opportunities and challenges.

Visiting the exhibition On November 19, there will be an opportunity to visit the Food Matters Live exhibition. This exhibition highlights the relationship between food, health and nutrition. Over 200 exhibitors, both organizations and suppliers, will present their innovations and over 80 seminars and conferences with speakers addressing issues in food, health and nutrition. Tour participants have the option of returning to Food Matters Live on Thursday November 20. in the 2014 Food Valley UK Tour is an excellent way to get to know the British market. Plus it’s a great opportunity for companies to expand their network in the UK. And visiting the Food Matters Live event, which is part of the tour, is an efficient way of identifying trends and opportunities.”

Van Bemmelen concluded with a tip: “This may sound obvious, but if you want to start exporting here, make sure that you have a good English website and good English promotional materials. Unfortunately, many companies don’t have these.”

Matchmaking, seminar and networking reception Tour participants can make use of specific services offered at Food Matters Live. Companies can be introduced to potential business partners during a matchmaking event organized by Europe Enterprise Network (EEN). Ahead of this event, there are oneon-one sessions that companies can register for.

Food Valley NL, the Dutch Embassy and the Netherlands Foreign Investment Agency (NFIA) are organizing a seminar on ‘Innovation in Food in the Netherlands’ at Food Matters Live. The seminar will focus on the Dutch climate for food innovation and will conclude with a networking reception.

To sign up, contact ynske.ackerman@foodvalley.nl.

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FOOD VALLEY AWARD

PROVALOR, for its vegetable juice from waste streams that contain many valuable components. Provalor developed a process for upcycling these waste streams and turning them into vegetable juices and natural dyes.

FRIESLANDCAMPINA, for its Valess, a dairy-based meat substitute.

2005

NEWTRICIOUS, for its enriched eggs produced by adding Marigold pigment to chicken feed. The resulting eggs contain carotenoids that help prevent Age-related Macula Degeneration (AMD).

HIFRI速, for its High Tech Frying速 technology, deepfrying without fat.

2006

2007

AVEBE, for its EteniaTM, a potato starch product that can replace gelatin.

EteniaTM helps food manufacturers meet consumer demands in terms of health, wellness, and natural, safe ingredients.

2008

Food Valley Award 2004 - 2014 Every year, Food Valley NL presents the Food Valley Award, a prize that has become one of the most prestigious agro-food and feed innovation prizes in The Netherlands. This year will be the 10th time Food Valley NL awards this prize. An independent panel of experts judges the entries on their innovativeness, economic viability, originality and degree of collaboration. The winner is announced at the annual Food Valley Expo in Papendal Conference Center in Arnhem, on October 23. www.foodvalleyaward.nl

Nominee: MICREOS, for its bacteriophage cheese processing aid to eradicate pathogenic Listeria monocytogenes and prevent food poisoning. Micreos also launched a bacteriophage meat processing aid against Salmonella.

2009

IXL NETHERLANDS, for its NutriPulse® e-cooker, an innovative technology which uses short electrical pulses to quickly ‘cook’ food at low temperatures without significantly altering its taste or nutritional value.

NSURE, for its molecular technology to determine the quality of produce.

2010

SOLYNTA, for its new hybrid potato breeding technology.

2011

Nominee: OJAH, for its Plenti®, a tasty, plant-based meat substitute whose texture resembles chicken.

THIS YEAR’S WINNER? To be announced at Food Valley Expo on October 23, 2014

NXP, for its Pasteur Sensor Tag, an RFID tracing and freshness monitoring tag.

2012

2013

Nominee: SCOUTBOX, for its Scoutbox, an efficient pest management tool for greenhouses. A scoutbox takes pictures of sticky yellow cards and reports via a web application, enabling standardized counting and identification of insects.

Food Valley Update | 19

2014

FACE TO FACE WITH MEINY PRINS

Agro-food

cannot survive without the water, high-tech and creative industries, believes Meiny Prins, CEO of Priva, a company specialized in greenhouse automation and climate control. “We need to be creative to be able to feed the metropolitan areas of the future. And horticulture is a very creative field.”

“Greenhouse technology

can help feed the urbanized world”

For Meiny Prins, sustainably-sourced and healthy food is a high priority. She prefers to eat lots of vegetables, soy and occasionally meat. “That’s not just healthier, it’s also better for the environment. More and more studies show that eating meat every day isn’t all that healthy.

And besides, we give more food to our cattle than to the world human population. If we made better use of our arable land, we could feed at least 30 billion people, according to scientific calculations. The 9 billion expected by 2050 wouldn’t cause any food shortages.”

Prins is CEO of Priva, the global market leader for greenhouse automation and climate control in the utility market. In 2009, she was voted ‘Dutch Businesswoman of the Year’. On her frequent travels over the past few years, she became ever more impressed by the size of Asia and South America’s metropolitan areas.

What have your travels taught you?

“If you took the high-speed train from Shanghai to Changzhou, you wouldn’t believe your eyes. Shanghai has about 26 million inhabitants. And on that 45-minute journey to Changzhou, you pass three more cities, with populations of 10, 8 and 6 million people. About 65 million people live and work within a 125-mile radius.

Approaching Tokyo or São Paulo by plane is just as impressive. You fly over seemingly endless urban areas.”

“The 21st century is going to be the century of the metropolis. Every day, another 180,000 people on the planet leave their rural homes to move to the city.

In 15 years’ time, 60% of the world population will be living in an urban area. All these people want a higher quality of life and they all need to be fed. The number of megacities is growing rapidly. I was struck by the fact that almost all major cities are located in a river delta. And if you look at it that way, The Netherlands is nothing but a large urbanization in a delta. The whole area from Alkmaar to Eindhoven is built up, the carefully conserved ‘Green Heart’ is like Central Park and the Westland greenhouses supply us with vegetables. The Netherlands could be a role model for urban farming in metropolitan areas.”

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FACE TO FACE WITH MEINY PRINS

What will urban farming look like?

“In places where so many people live so close together, you will need locally-grown food. Bringing it in from outside is not going to remain feasible in the future.

And waste is a growing problem. Urban waste streams can be reused to produce safe and healthy food.

Transportation should be limited. I see great opportunities for urban farming, both small-scale and large-scale. One good example is what’s happening in Detroit. When the automotive industry died and people were laid off by the thousands, unemployment, poverty and crime skyrocketed. Some people then started growing fruits and vegetables on vacant lots in the city. This does wonders for the city. It gives unemployed people something useful to do and it creates social cohesion.”

“Another good example is the Tecpán de Galeana project in southwestern Mexico. The Mexican government gave 40 families a small, 2,500-square meter greenhouse so they could grow fruits and vegetables. Priva supplied the water units and taught them the basics. The results are fantastic. In their first year, the farmers earned $1,000. But the next year it came to almost $10,000 per family. Some of the extra earnings were invested in education.”

“Apart from such small-scale projects, I also expect that industrial-scale food production projects in urban areas are going to take off. The first examples are already there. In Basel, Switzerland, vegetables are successfully grown in a high-tech greenhouse on top of a fire station, close to a supermarket that sells the produce. And Shanghai has a high-tech greenhouse with thermal storage for growing tomatoes.”

“In 15 years’ time, 60% of the world population will be living in an urban area.”

What opportunities do you see for urban farming?

“Things are moving fast. People are creative at finding solutions. We need that. Innovation often happens on the cutting edge, where industries intersect. The agrofood industry couldn’t innovate without the high-tech, water and creative industries.”

“One expected game changer is nanotechnology. A breakthrough is expected around 2017. Nanotechnology is going to have a great impact on the supply of energy.

If energy is infinite, it is easy to purify or desalinate water, so water will no longer be a bottleneck for growing vegetables.”

“Greenhouse technology makes it possible to grow vegetables efficiently and sustainably in places where nothing could grow otherwise. The Netherlands grows 80 kilos of tomatoes per square meter annually, using only 4 liters of water per kilogram of tomatoes. Many countries only manage to grow 4 kilos of tomatoes per square meter and use 80-200 liters of water per kilogram of tomatoes! When it comes to saving water, the Sahara Forest Project in Qatar is a real gem. It’s a huge greenhouse in the middle of the desert where water is de-salinated using a modern, solar-powered plant. As a result, fruit and vegetables are grown in a location where nothing could grow if it wasn’t for this technology.”

Are there no obstacles to urban farming?

“Yes there are, especially for growing vegetables on an industrial scale. Land prices are often prohibitively high.

This means we need to develop new revenue models to ensure that farmers can make a living. Also, I’m concerned whether there will even be people who want to grow vegetables. It’s hard work for a very low income.

New generations tend to opt for another type of job, with more prospects.”

What will the city dweller’s diet look like in 2030?

“Eating patterns change. The trend towards more fruits and vegetables and less meat continues. There are more functional foods: processed foods that are not only convenient, but also healthy. But there is also a parallel trend towards comfort food: more traditional food that people can trace back to its origins and prepare at home. Urban farming is the answer to that. We should all rally behind the idea that greenhouse technology should be used to supply urban areas with local food.

We could be doing so much more with that technology than we do right now!”

“Existing structures can also hinder new developments.

For example, thermal storage in greenhouses makes it possible to store the energy generated in summer to heat neighboring residences in winter. There’s a Dutch project where tomato growers supply heat to about 400 homes. Utility companies can facilitate this, but we’ve noticed that they’re rather reluctant.”

Food Valley Update | 23

SECTOR UPDATE

Algae

promising new ingredient

Pasta, toast,

pie and pudding: a growing number of food products contain algae-based ingredients. Algae production and biorefinery are becoming more efficient and food industry experts predict rapid growth of applications over the next few years. For some uses of algae, laws and regulations are still being developed.

Small is beautiful. That is definitely true when it comes to microalgae, single-celled organisms that live in both fresh water and oceans. Microalgae produce oxygen and are crucial for life on earth. They can also be a source of proteins, carbohydrates, lipids, polyunsaturated fatty acids, pigments and antioxidants.

Microalgae are often referred to simply as algae.

Macroalgae, on the other hand, are better known as seaweed. Algae come in many different qualities. Those which are intended for food applications have to meet strict requirements and must not be contaminated with any moulds or bacteria. European regulations are currently being devised.

Acceptance

Food companies large and small see potential in using algae. “Algae are a natural, sustainable resource,” said Peter Haring, R&D manager at Unilever. “They use photosynthesis to turn carbon dioxide into usable materials.

They don’t need much else. And they can grow in places where you can’t grow any food crops. As such, algae could fit in well with Unilever’s sustainability goals. We think algae will become increasingly important as a food ingredient. But consumer acceptance of such new ingredients is a bit of a concern. Consumers have to take to it. Right now it’s a bit like ‘we fear what we don’t know’.”

“Algae are a natural and sustainable resource.”

Reinier Smit of algae producer Nutress does not believe consumer acceptance is the biggest hurdle for algae in the food industry. “Chlorella has been used as a food ingredient and supplement for ages. And modern consumers are accustomed to new ingredients.

Algae-based bread, toast and crackers are widely accepted.

And many athletes are familiar with the benefits of our product when used in pastas. And don’t forget about facial masks. Many of those are algae-based. Acceptance has never been a problem.”

Smit says European legislation on algae is the bottleneck.

“Europe hasn’t got its organic certification sorted yet.

Asia has. As a result, ever larger amounts of algae products from Asia are entering the European market.

We’ve brought this up with the Dutch Ministry of Economic Affairs and SKAL, the Dutch organic certification body. The Netherlands has a lot of expertise in algae cultivation. We should be able to capitalize on that head start.”

Cultivation

Several parties are developing expertise in algae cultivation systems, optimizing biorefinery and safe applications. In 2010, Wageningen University opened AlgaePARC. Four years later, their algae cultivation experiments are meeting expectations, according to René Wijffels, Professor of Bioprocess Engineering in Wageningen and AlgaePARC’s managing director.

“Right now, average production costs at pilot scale are down to €2 per kilogram of dry matter, ” Wijffels said.

“We expect this to drop to less than €1 per kilo in the next 5-10 years. At that point, algae will become highly profitable for the food industry.”

AlgaePARC was used to comparing different production systems, Wijffels explained. “For bulk production, we’re thinking of closed systems in southern Europe.

Conditions are good there and there’s enough light for the algae to grow. The cost of producing a kilo of dried algae using a flat plate photobioreactor is €2.25 in The Netherlands, but only €1.37 in the Canary Islands.

Food Valley Update | 25

SECTOR UPDATE Using a more sophisticated system in Mediterranean countries, we expect the cost to drop to €0.75 per kilo.

For cultivating specialties, like algae used as a pigment or ingredient in nutraceuticals or pharmaceuticals, greenhouse cultivation might be the best option.”

Regulation

It is not just algae cultivation that needs optimizing. The same is needed for biorefinery. The cost of separating and purifying biomass is estimated to be €1.50 per kilo. “This could stand some serious improvement over the next few years. Cultivation and refining costs are offset by the sales revenue of the separate substances. I expect to achieve the break-even point in about 5-10 years.

That’s when algae will become a serious alternative source of lipids, proteins and carbohydrates,” Wijffels said.

Meanwhile laws are being written to regulate application of algae. “European and national legislation for food products and ingredients based on algae differs according to the type of product,” said Karin Verzijden, lawyer at Axon Lawyers. “The specific type of algae and the type of product it is used in determine which regulations are applicable. For instance, if we’re talking about a food supplement, different regulations apply than if we’re talking about an additive. In some cases, the product is classified as a novel food. That’s the case if it wasn’t part of our regular diet in the EU before 1997.

But in order to trade algae as a novel food in the EU, you need prior approval. This is a very lengthy process and the applicable regulations aren’t even in place yet. The aim is to shorten the approval process.”

Practical applications Algae come in many shapes and sizes. There are about 45,000 varieties that are known to have properties useful to us. The variety and the cultivation conditions determine the algae’s composition.

Depending on their composition, algae can contain 50-70% oil, up to 60% protein or up to 60% carbohydrates. Their taste ranges from sweet to fishy.

There seems to be an algae for every conceivable application.

Oils Many food applications are made with fats in the shape of triglycerides (TAG). These fatty acids are precisely how algae store fat under stress. Therefore algae can be a source of vegetable oil that can be used in all sorts of products ranging from cooking oil to margarines. Algae-based oil can replace rapeseed, palm, soy and sunflower oil in food products.

Proteins The nutritional value of amino acids from various algae is high. According to the WHO/FAO it is comparable to that of proteins from egg, soy and wheat. In the long run, algae-based products could become a sustainable alternative to meat, milk or eggs.

Carbohydrates Algae can also store large amounts of carbohydrates in starch grains and in their cell walls. It is not only possible to extract common types of sugar like arabinose, xylose, mannose, galactose and glucose from algae, but also less common types such as rhamnose. Because carbohydrates are in great demand as a commodity this drives up the price. Algae are thought to have great long-term potential as an alternative carbohydrate source.

Valuable components Algae can also be a source of other valuable components such as vitamins, pigments and antioxidants.

Cultivation of algae for these purposes will occur on a smaller scale than algae production for lipids, proteins and carbohydrates.

On November 25, 2014, Food Valley Society members can take an organized tour of Phycom in Ochten, The Netherlands. Members can sign up by contacting ynske.ackerman@foodvalley.nl.

FOOD VALLEY EXPO

Food Valley Expo Silicon Valley meets Food Valley October 23, 2014 Food Valley Expo

celebrates its 10th anniversary with a special focus on ‘Silicon Valley meets Food Valley’, or how IT innovation can improve the agro-food industry. Food Valley Expo showcases the latest agro-food technologies, innovative companies and food clusters, and features the Food Valley Award ceremony, inspirational speakers and business support activities.

FOOD VALLEY AWARD 2014 3:00 – 3:30 p.m.

Plenary sessions 1:30 – 3:30 p.m.

INSPIRE & PARTICIPATE Join our plenary sessions and get inspired by keynote speakers like:

• Marc Teerlink from IBM Watson Group. How IBM

Watson Group’s supercomputer can develop new recipes that the human brain is incapable of conceiving.

• Wilbert van der Louw from Foodcase and Jacqueline

Collins from Gate Group air carriers, with the latest on sustainable airline catering.

The developer of the most innovative product, process or concept will be presented with the 10th Food Valley Award. Here are the innovations nominated for the grand finale on October 23, 2014:

• Plant-based, isothermal gift packaging for

champagne - PaperFoam from Barneveld, The Netherlands and Veuve Clicquot, the French champagne house.

• Pienter, great-tasting fresh baby food with longer shelf life - Pit-Foodconcepts from Sint Oedenrode, The Netherlands

• Pluckr, automated grape de-buncher - JFPT/

foodlife from Zwolle and TOP from Wageningen, The Netherlands

• Aalt Dijkhuizen, head of the Dutch Agri & Food Top

Sector. Inspiring vistas of the Dutch agro-food industry, today and in the future.

TV personality Astrid Joosten will moderate the sessions.

Food Valley Update | 29

FOOD VALLEY EXPO

Science for Business 10 a.m. – 12 noon FROM DATA TOWARDS NUTRITION AND HEALTH The amount of data in the world is exploding.

Scientists are beginning to realize the potential of big data for the agro-food sector. In this session you will be brought up to speed about the most promising scientific developments and big data in the field of nutrition and health.

Keynote speakers are:

• • Sacha van Hijum, NIZO food research/

Cisca Wijmenga, University of Groningen

Radboud UMC

• Suzan Wopereis, TNO Expertise Group for Microbiology & Systems Biology

Business and Innovation sessions 10 a.m. – 5 p.m.

SILICON VALLEY MEETS FOOD VALLEY Rob Trice, founder of the Mixing Bowl In Silicon Valley, innovation is a state of mind. Teeming with new technology and an ambition to change the world, the area holds great potential for food and agriculture. And the importance of IT for agro-food innovation keeps growing.

NOVEL FOODS: SEXY OR BURDENSOME? Axon Lawyers Novel foods create many new opportunities for the agro-food industry. Many novel foods are based on sustainably-sourced ingredients such as algae. Because of Europe’s ‘safety first’ approach, novel foods are heavily regulated. But this is about to change.

PATENTS IN FOOD & LIFE SCIENCES: DOs & DON’Ts EP&C Patenting food and life science innovations is a lengthy and complicated process. In this workshop, experts take you through the main practical issues.

USING THE INTERNET FOR INTERNATIONAL BUSINESS DEVELOPMENT Food2Market The Internet offers a lot of untapped potential for improving companies’ findability and sales. To make better use of the Internet, companies need to change their thinking. This session explains the ‘Search the Searcher’ approach.

Dutch will be spoken in this session.

FOCUS ON FAST-TRACKING FOOD INNOVATIONS Food Valley NL Company representatives discuss the progress of their innovation process. They focus on their experiences with practical help and support from Dutch organizations aimed at accelerating innovation.

FINDING THE ANSWERS TO FOOD QUESTIONS Food Valley Direct Experts reveal how they help companies achieve their food, health and sustainability objectives.

All day 8:30 a.m. – 5:30 p.m EXPO At the Expo, dozens of companies from the agrofood industry display their latest innovations and developments. Come and meet the people behind the products and the concepts.

SALT REDUCTION IN MEAT PRODUCTS Food Valley NL Lowering the salt content of meat and meat products can be achieved by using sodium replacements or reformulating a product.

Experts explain the pros and cons and invite you to brainstorm about possible solutions.

TAX DEDUCTION FOR INNOVATION AND INVESTMENT Schuiteman Accountants & Adviseurs Tax consultants review the Dutch tax deductions available for innovation and investment in environmental technologies. Explanation of KIA (small-scale investment deduction), MIA (environmental investment deduction), VAMIL (special depreciation scheme for environmental investments) and Innovatiebox (tax deduction for profits gained through innovative activities).

Dutch will be spoken in this session.

Max. attendants: 25.

HOW TO EXPORT YOUR FOOD BUSINESS? TEN The Export Network Making an innovative food concept succeed on the domestic market and exporting it abroad are two vastly different matters. This session provides practical tips on how to identify and enter high-potential markets.

Sessions are conducted in English, unless specified otherwise. For the exact time slots, see www.foodvalleyexpo.nl

[NEW] TASTE & TRY Come and taste samples at the Holland Food Valley House where a master chef will prepare surprising dishes. Everything you taste will be based on an interesting innovation, developed by highly innovative companies. Come find out who they are.

FOODMATCH Looking to expand your business abroad?

Need advice and a strong international network?

Visit our business lounge and talk to experts and organizations that know the international agro-food sector and can immediately put you on the right track. Prior registration is essential for these sessions.

• Enterprise Europe Network

Meet a foreign business partner in a one-on-one session you requested in advance. Discuss your ambitions and create new business opportunities.

For an introduction to a business partner from Spain, France, Italy, Belgium, Germany and elsewhere, please apply at www.foodvalleyexpo.nl

• Horizon2020

Netherlands Enterprise Agency (Rijksdienst voor Ondernemend Nederland) can counsel you on how to get the most out of Horizon2020 and other European subsidies.

If you have a project proposal you would like to discuss with an RVO consultant, please sign up at www.foodvalleyexpo.nl

The Food Valley Expo will be held at Papendal Conference Center in Arnhem, The Netherlands on October 23, 2014.

To register, go to www.foodvalleyexpo.nl.

Looking to publicize your organization at the Food Valley Expo? Please contact expo@foodvalley.nl to discuss your options.

SECTOR UPDATE NETWORKING

Networking: the key to business in China

China,

the fastest-growing economy in the world, is focusing on modernization of its food supply systems. This offers a massive opportunity for agrifood entrepreneurs with the knowhow to build a network. “Close ties with politicians and stakeholders are essential to successful business in China,” says Yinghua Xiao.

Not only is China the country with the longest border and the most inhabitants, it is also the world’s largest exporter and one of the fastest-growing economies on the planet. According to The Economist, the size of the Chinese consumer market is second only to the United States. With the emergence of a new, affluent middle class, comes a parallel demand for high-quality food products: fresh, safe and healthy. China is urgently looking for the knowledge, skills and specialist technology to meet this demand.

Political turning point

According to Yinghua Xiao, postdoc scientist at Wageningen University and Food Valley Ambassador, China stands at a crossroads. “With Xi Jinping as president the country now has a powerful leader who is trusted by the people,” he says. “The Chinese government wants to become a major global food exporter and modernize both the regulatory mechanisms and the food supply system in order to meet the standards required by more modern food economies.”

“Once Chinese companies are content with you as a partner, you can rely on them for long-term collaboration.”

Major opportunities

Xiao believes China offers a multitude of major business opportunities for Dutch manufacturers and knowledge providers. “The Dutch are seen as true food experts, highly valued for their open-minded, hands-on approach.”

These are crucial qualities, as there is much to be done throughout the country. “Essential improvements, such as really efficient storage and distribution of ready-toeat meals, fruits, vegetables and dairy, and foolproof quality control systems that deliver transparency throughout the supply chain, are not held up by lack of funds,” he illustrates. Outsourcing knowledge acquisition is a very common strategy for Chinese companies.

“They buy advanced equipment and buy in the skills needed to put it to use quickly and effectively.”

Novel food products

In addition to manufacturing and logistics tools and technologies, Xiao sees an opportunity for novel food products for Chinese consumers, even in their own highly competitive domestic market. “People are willing to pay a premium for outstanding quality, for infant nutrition for example,” he says.

Xiao understands that many western businesses are concerned that small Chinese companies could copy their product innovations. “But,” he explains, “this could easily be seen as a cost-effective way to enter the Chinese market by licensing these technologies to such companies.”

Joint initiatives

Contacts between the Dutch and the Chinese agro-food sector have intensified in recent years. Several delegations – including the Chinese President – have visited The Netherlands, leading to several collaborations.

Wageningen UR’s applied research skills in breeding and growing plants, flowers, fruits and vegetables led to ongoing contracts with COFCO (China National Cereals, Oils and Foodstuffs Corporation) in 2012 and SEADC (Sino-Europe Agricultural Development Centre) in 2011.

In November 2013, Wageningen UR, the Dutch dairy company FrieslandCampina and China Agricultural University (CAU), signed an agreement to establish a China-based Sino-Dutch Dairy Development Centre (SDDDC) that will focus on improving dairy production, safety and quality levels throughout the entire dairy chain. Earlier this year China’s leading dairy company, the Yili Group, opened a research center on the Wageningen University campus.

There exist, however, many unexplored opportunities for collaboration between the Netherlands and China: “Dutch companies and research organizations should not be put off by cultural differences or by the enormity of the Chinese market,” Xiao stresses.

Networking

He suggests companies focus on specific market segments – such as a product, a process, a region or even a city; at least five Chinese cities have populations half as large as the whole of the Netherlands. It would also be helpful to acquire a profound understanding of Chinese food regulation – which is not as robust as it might first appear – and build a solid network with local politicians and other stakeholders before launching a product or service. “This approach would facilitate contact with investors and ensure a reliable supply chain.”

Chinese companies are well aware that companies from abroad are interested in doing business with them. “They are good negotiators and they are also ambitious, making quick decisions and taking a longterm perspective that is embedded in their culture and history. Once they are content with you as a partner, you can rely on them for long-term collaboration.”

Food Valley Update | 33

FOOD VALLEY DIRECT

Groentenbrood: vegetable fiberenriched bread Groentenbrood,

vegetable fiberenriched bread, was introduced on the Dutch market in the spring of 2014. The fibers used in this bread – from broccoli, carrots, spinach or tomatoes – are supplied by VeggieFiber. The bread’s creator, Daan Riedijk, found this vegetable fiber supplier through Food Valley Direct.

“Bread is a fantastic product. It’s tasty, easy to prepare, and you can eat it anytime, anywhere. But as great as it is, it can be improved. It can be made healthier. And that’s where I got the idea to create groentenbrood,” said Riedijk of Groentenbrood, the company behind the vegetable fiber-enriched bread. “Even as a kid, I was always experimenting in the kitchen and this vegetable bread was an idea I had been toying with for a while. I kept trying different things at home and once I was satisfied with the results, I started looking for business partners to develop my bread further, “ said Riedijk.

He teamed up with an artisan bakery and a bakery ingredients supplier to refine the recipe. “Our vegetable bread contains a lot of vegetable fiber. An 80-gram roll contains as much fiber as 100 grams of vegetables. That meant we had to change the traditional bread recipe quite drastically. Another challenge was learning to deal with logistical considerations and just-in-time delivery.”

Perfect combination

Once they were satisfied with the formulation, they had to find a steady supply of high-quality vegetable fibers.

Riedijk’s next step was crucial. “I contacted Food Valley Direct and they referred me to VeggieFiber.” VeggieFiber’s Paulus Kosters saw the collaboration as a great opportunity: “We’re always looking for potential new applications for our fibers. We supply wet fibers and those turned out to work exceptionally well in Riedijk’s bread recipes. At his request, we also added another type of fiber to our range.

Application of the fibers we supply has been patented.”

Riedijk and Kosters are currently discussing further collaboration. VeggieFiber is working on securing its fiber supplies and developing new applications. As Kosters explained: “We prefer to use waste streams. So when we need to supply large amounts of a new type of fiber, we need to find a solution. At the same time, we keep exploring new technologies and processes to make use of the valuable nutrients and healthy ingredients in different types of vegetables.”

Nationwide availability

Vegetable bread is now available nationwide. Riedijk got his bread onto the retail shelves through various channels.

“I sold my first loaves through friends and acquaintances.

Later, our bakery and bakery ingredients supplier’s networks helped open many doors. They really believe in our product.

Currently we’re working hard on generating publicity and becoming more widely known.”

Food Valley Direct connects agro-food businesses. For more information, contact rowena.kleijwegt@foodvalley.nl or guido.matthee@foodvalley.nl

Agenda UPCOMING EVENTS October 22: Food Valley meets Silicon Valley Arnhem, The Netherlands Info & registration: ysnke.ackerman@foodvalley.nl October 23: Food Valley Expo Arnhem, The Netherlands Info: www.foodvalleyexpo.nl November 18-19: Food Valley UK Tour 2014 Info & registration: ysnke.ackerman@foodvalley.nl FOOD VALLEY SOCIETY (members only) November 25: Phycom Ochten, The Netherlands December 17: Christmas reception Wageningen, The Netherlands Info: saskia.vanerkelens@foodvalley.nl FOR A FULL OVERVIEW OF UPCOMING EVENTS, PLEASE VISIT: WWW.FOODVALLEY.NL

Food Valley Update (www.foodvalleyupdate.nl) is published by Food Valley NL. Nieuwe Kanaal 9D-3 P.O. Box 294 6700 AG Wageningen The Netherlands Phone + 31 317 42 70 95 info@foodvalley.nl www.foodvalley.nl Food Valley NL is sponsored by the Province of Gelderland.

Original copy: Florentine Jagers, Lisette de Jong English translation: Word’s Worth Design: Roel Dalhuisen Photography: Frank Lodder (pp. 8, 32), Guy Akkermans (p. 28), Marcel Bekken (p. 4), Priva (pp. 21, 22) Production: Ilse Dulk Copy editing: Jolanda Wels Printing: Twigt Grafimedia Comments and information requests We welcome all questions, comments, ideas, inspiring examples and news.

Please contact us at: communicatie@foodvalley.nl Copyright All rights reserved. Reproduction in whole or in part of articles and images without written permission by Food Valley NL is prohibited.

Food Valley Update | 35

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