Schuttelaar & Partners 30 years magazine

30 years of shaping the future

Shaping the future

Contributing to a better world was Marcel Schuttelaar’s motivation when he started Schuttelaar & Partners in 1995. He was convinced that cooperation between civil society organisations and the business community would make this ideal a reality. At the time, cooperation was not a given. Quite the contrary. Companies and NGOs were often at odds with each other. That is why the approach based on cooperation, trust and scientifically validated facts was groundbreaking at the end of the last century.

the future since 1995

In 2025, this idealism is still alive and well. More than 120 employees of Schuttelaar & Partners work from four locations – The Hague, Brussels, Wageningen and Amsterdam – to make the world healthier and more sustainable in collaboration with governments and the business community. In the first 30 years of its existence, Schuttelaar & Partners has achieved a great deal through cooperation and in today’s polarised society, it is more necessary than ever.

experience from the past enable us to accelerate necessary change processes. Examples include promoting plant-based nutrition, reducing fossil fuel sources for fuel and packaging, eliminating waste by closing cycles and promoting good health, quality health care and a healthy living environment.

Our healthy and sustainable future is under pressure. But when the pressure rises, we are at our best. With a cool head and a warm heart, we know how to think and act to prepare organisations in agriculture, food, health and climate for the next decade. From concept to strategy, implementation and activation, always with a focus on results and impact.

In this magazine, we look back on 30 years of Schuttelaar & Partners as a perspective for the future. In four themes – born ready, knowledge & facts, idealism & impact and future-proof growth – we show how our knowledge and

By accelerating societal transitions in 2025 and the years that follow, just as we did in 1995, we ensure that organisations remain resilient and valuable in a changing world. Because a futureproof strategy requires the courage to keep changing. We build bridges between science and society and work together on a future-proof ecosystem for people and the environment, with added value for our customers.

Will you build with us?

Ad Nagelkerke, Edwin Hecker, Harry Kager, Isabel Boerdam, Joost Schuttelaar, Lorena van de Kolk, Peter Thijssen, Ronald Hiel, Suzanne van der Pijll, Tijmen de Vries & Marcel Schuttelaar

Table of Contents

08 BORN READY

10 Mission & vision

12 Four offices, one mission

14 30 years Schuttelaar & Partners, the milestones

16 Three pionieers

Marcel Schuttelaar, Suzanne van der Pijll & Ronald Hiel

22 Dive into the archive

24 Corporate manifesto

26 KNOWLEDGE & FACTS

28 Science, Society, Sense

Ad Nagelkerke, Tijmen de Vries & Peter Thijssen

34 Four times knowledge & facts

37 Between hype and facts

Amber Kerkhofs & Rolf Zwaan

40 IDEALISM & IMPACT

42 From idealism to action

Lorena van de Kolk, Harry Kager & Edwin Hecker

48 Four times idealism & impact

51 ESG through the years

52 The encounter Jennifer Parramore & Tessel Kans

58 In conversation with our youngest changemakers

60 Our future generation Isabel Boerdam & Joost Schuttelaar

66 Your guide to future-proof communication & design

68 Four times future-proof growth

71 The next generation is where the future starts Jessica Oppelaar, Margot Spelde, Just Blonk & Willem Bouw

72 The future of our living environment requires connected choices

74 Colophon

BORN READY. BORN

BORN READY. BORN

BORN READY. BORN

BORN READY. BORN READY. BORN READY. READY. BORN READY.

BORN READY. BORN BORN READY. BORN READY. BORN READY. READY. BORN READY. READY. READY. READY. BORN READY. BORN READY. BORN

BORN READY.

Mission

‘An agency that understands the importance of social trends, opinions and signals like no other. And we translate this into strategic and practical communication advice.’

*Society in acceleration, 1995

&vision

At our core, we are still “an agency that understands the importance of social trends, opinions and signals like no other. And we translate this into strategic and practical communication advice.” – Marcel Schuttelaar, “Samenleving in acceleratie” (Society in acceleration), 1995. Schuttelaar & Partners was founded on this idea, based on a deep-rooted belief in connecting organisations and visions. The conviction that companies, NGOs and citizens can learn from each other. Even today, connecting business and society forms the basis of our work.

digital solutions, in order to get every target group moving. Because change starts with movement.

The core of our customer relationships has also remained intact. Collaboration has always been an essential starting point. “We are an agency that maintains extremely inspiring relationships with its clients. Partnership is central to this: operating together in the fast lane of our collaboration.” –Marcel Schuttelaar, “Samenleving in acceleratie” (Society in acceleration), 1995. That idea still applies: connection is paramount in the fight for a healthy and sustainable world, and reconnecting business and society is more relevant than ever.

If we compare the mission and vision documents from 1995 to the present day, it is striking that the core has remained surprisingly unchanged: Schuttelaar & Partners strives towards a healthy and sustainable world. Over the past thirty years, we have grown in line with social developments and the changing priorities of organisations and companies. Or rather, we have not only grown with them, but also moved ahead.

But what has changed, then? “Our mission and vision have not changed at their core, but we have expanded our impact and impact areas. Whereas in the beginning the focus was mainly on food, the environment, innovative products and issue management, themes such as health, agriculture, biodiversity, energy and ESG have been added over the years,” says Suzanne van der Pijll. “This has made us relevant to a wider range of organisations in our domain of expertise: strategic and substantive communication advice.”

We have not only grown in terms of content. We have also made strides in our creative, digital and communicative capabilities. We want to be at the forefront of AI application, make our campaigns resonate and touch people, and continue to stand out in today’s communication landscape. We do this by innovating at the intersection of communication, design and

Over the next thirty years, we will continue to build social impact by connecting business and society, with health and sustainability as our compass, facts as our foundation and communication as our cogwheel. We will continue to accelerate social transitions and ensure that organisations remain resilient and valuable in a changing world. From concept to strategy, implementation and activation, always with a focus on results and impact.

Because no matter how the world changes, we believe that with today’s knowledge, we can shape tomorrow’s vision. By listening and working together. This is how we create a future-proof ecosystem for people and the environment, with added value for our clients.

That is what Schuttelaar & Partners stands for.

1ces

MISSION

Schuttelaar & Partners started in The Hague in 1995, over thirty years we have grown into an organisation with four offices, each in a city that represents change. Not random, but strategically chosen because real impact is made at the core – whether it’s at the beating heart of politics, sustainability and innovation, Europe, or communication and creativity. Together, The Hague, Brussels, Wageningen and Amsterdam form the network from which we build on our mission: realising a healthy and future-proof world.

Together, we form the network from which we work towards our mission: creating a healthy and future-proof world.

Fun fact

We offer our colleagues a 100% vegetarian lunch at each office! Would you like to join us for lunch?

AMSTERDAM

In 2025, we expanded to Amsterdam because that’s where creative energy is bubbling, social movements are emerging, and communication is lightning fast. Our studio, which brings strategy, design and storytelling together to create campaigns that hit home and create change, is located here.

THE HAGUE

Not coincidentally, where it all began for S&P and simultaneously the center of Dutch politics. From day one, we have been close to the decision-makers, so that we not only follow policy but also feed it with content and vision. This is where strategy, influence and social commitment come together.

WAGENINGEN

In 2010, we opened an office in Wageningen, in the middle of the Food Valley. Here we are literally among farmers, researchers and sustainable pioneers. Ideal for everything that touches on agriculture, biodiversity, nutrition and health. Wageningen is where we translate today’s cutting-edge knowledge into tomorrow’s practice.

BRUSSELS

Since 2001, we can also be found in the heart of the European arena: Brussels. Around the corner from the European Commission, the Parliament and immense networks, this is the place to be for anyone who wants to accelerate sustainable change. Understanding Europe, knowing what is going on and actively helping build the policies of the future is the name of the game.

30 YEARS

Schuttelaar & Partners

the milestones

Since 1995, we have pushed and pulled numerous meaningful social transitions, ensuring that organisations remain resilient and of value in a changing world. This has resulted in hundreds of projects to be proud of, with measurable impact and long-term results. Here is a sample of 30 years!

1995

The founding of Schuttelaar & Partners

Want to see all milestones from 30 years? Scan the QR code.

From Stichting Weidegang to Planet Proof

‘There is a need among clients for a new communications specialism’. This is the beginning of the manifesto “Society in acceleration” written by Marcel Schuttelaar when he founded Schuttelaar & Partners in 1995. Back then, specialising in food, environment, innovative products and issue management, and from day one it bridges the gap between expertise and communication. Collaboration was central: ‘Operating together in the rapids of our society’. This is how an innovative agency was created.

2004 1997

Establishment of Milieu Centraal Foundation

S&P was asked to set up an independent organisation to help consumers with reliable information on the environmental impact of products and sustainable choices. The foundation was named Milieu Centraal and will be officially established on 24 September.

Publication ‘The Strategic Stakeholder Dialogue’

Start project Clean Sources

Stichting Weidegang was founded by Friesland Foods, Albert Heijn, Rabobank and Natuurmonumenten supported by S&P, with the aim of promoting cows in the pasture through a hallmark and farmer training. Following the experience of Stichting Weidegang, a broader sustainability label is being developed: On the way to Planet Proof. This label includes mandatory grazing. To this day, S&P is proud to be a pioneer in this field!

2007

The book The Strategic Stakeholder Dialogue was published, in which S&P shares its knowledge on structurally engaging stakeholders in business strategy. The publication offers companies practical tools and a theoretical foundation for engaging in constructive dialogues with stakeholders. Nowadays still an important service of our agency!

2001: Opening office in Brussels

2002

The Clean Sources platform was established, a collaboration between agriculture, water boards, municipalities, water companies, LTO, Nefyto, RIVM, WUR and S&P. With the aim of reducing the emission of crop protection products to surface and groundwater through national training courses, licensing requirements, guidelines and sessions for crop protection plans. Soon the basis for national policy!

30 YEARS.

2009

First CSR report on the way to 250+ reports

With a circulation of 600,000 copies, Albert Heijn launched its first accessible CSR report in 2008, developed in collaboration with S&P. This marks an important step towards transparent communication about Corporate Social Responsibility. Almost unimaginable that S&P has published more than 250 sustainability reports in the meantime, in line with the now common ESG and CSRD requirements.

2010: Schuttelaar becomes a cooperative with 6 partners

2010: Opening office Wageningen

2011

New Breeding Techniques for Plants

Acquisition of Green Food Lab and launch of Concept & Communications Studio

The Amsterdam-based communications agency Green Food Lab joined S&P in early 2025, strengthening the agency with additional communications, PR and campaigns expertise - a golden combination. Isabel Boerdam also joined as a partner and launched the Concept & Communication Studio, aiming to give wings to S&P’s content knowledge and strategic work. Creativity, innovation and activation are now inextricably linked to the projects to increase our impact!

2025

Working together to improve access to orphan drugs

The New Breeding Techniques for Plants Platform is launched and, under the guidance of S&P, will serve as a central point for providing knowledge about new breeding techniques. Together with scientific institutions and companies, a great deal of work will be carried out over a period of seven years. By organising workshops for the European Commission and 15 member states, we are actively contributing to a fact-based and transparent policy agenda for the future of breeding in Europe.

Kickstart of PLUS’s sustainability policy

2012

In 2012, PLUS took a firm step in its sustainability policy by positioning Fairtrade bananas as the “new normal”. The supermarket switches to selling only Max Havelaar-certified bananas, and communicates this widely through campaigns. From the start, S&P played a central role in the development of PLUS’ CSR policy, with pillars such as organic, packaging, climate, food waste and local involvement. Still today we are supporting them!

2022

Orphan drugs are medicines developed for rare diseases. The Innovative Medicines Association asked S&P to broaden the discussion on these drugs and provide the field with concrete tools. S&P facilitated working and action groups with 50 experts from care, policy, science and patient organisations to identify bottlenecks and opportunities. The result: an online roadmap for better access to orphan drugs, and a menu for alternative reimbursement models.

2021: Young partners join the club

From sea to society - building sustainable coalitions

S&P is making great strides in connecting parties around societal challenges. In 2014, North Sea Farmers was given a new lease of life, with the aim of developing sustainable seaweed farming in the North Sea. A year later, S&P starts the JOGG Foundation, aimed at creating a healthy food environment for young people. This was followed in 2016 by the establishment of the Smart Food Alliance: a network of 50 food companies working together on sustainability and innovation. Finally, in 2018, the launch of the Delta Plan for Biodiversity Restoration, in which S&P, as a programme agency, joins the forces of farmers, nature organisations, businesses and governments to systematically tackle biodiversity restoration in the Netherlands. The focus on alliances and networks as an accelerator of the transition is S&P all over!

2014-

2018

Sustainability remains an uphill battle that can only be tackled through collaboration

Threepioneers

Schuttelaar & Partners started in 1995 in a polarised society, where companies and civil society organisations were often diametrically opposed to each other. Founder Marcel Schuttelaar took a different approach, by making opponents work better together. Two managing partners with a long history within Schuttelaar & Partners - Suzanne van der Pijll and Ronald Hiel - talk about this with Marcel. About the influence the firm has had in 30 years, and about the challenges for the future as polarisation once again reigns supreme.

pioneers

Ronald Hiel

What was so distinctive about Schuttelaar & Partners in 1995?

Marcel: “As a driver of internal change, we provided a dialogue between companies and NGOs to work together for a sustainable and healthy society. Those parties were often at odds with each other at the end of the last century, so our approach was unique in 1995.”

Suzanne: “Companies had to get very used to not immediately calling the riot police if, for example, Greenpeace was on their doorstep, but to make coffee and talk to each other. That’s how both parties found out that there were also smart people with a vision on the other side of the table.”

Marcel: “As a campaigner for sustainable and healthy food, I did about three campaigns a year in the environmental and consumer movement. Getting the talk show table on television was a result but it also caused damage. Hence, as Suzanne points out, companies often did not engage. After 15 years of campaigning, I thought I would take a different approach. Advising the business community with substantive knowledge at an early stage seemed much more effective, but companies found it challenging at first. Unilever, which started working with the Animal Protection Society and began to include only free-range eggs in its mayonnaise, understood the vision. In the end, their sales doubled.”

Ronald: “That you went from being an activist to a dialogue leader is a result of your entrepreneurship. You were one of the first to immediately see that sustainability only works if there is also a good business model. That’s also why you started Schuttelaar & Partners.”

Ronald, you got involved with the agency as a client. How did that go?

Ronald: “I was director of the CSR product board: margarine, fats and oils. Marcel helped me move the sector to replace unhealthy hard fats with liquid fats. Marcel’s approach was new and successful. Another example is a meeting of palm oil traders and NGOs that I organised together with Schuttelaar & Partners. Tension was running high because those traders were angry because of various actions – they were really at each other’s throats. But, by sharing personal experiences and ambitions, cooperation emerged that eventually led to the Roundtable on Sustainable Palm Oil in 2004.”

? ?

Are you satisfied with the impact of 30 years of Schuttelaar & Partners?

Ronald: “To be honest, in the beginning I felt I had more influence at the CSR product board. The strength of the agency lies in the long term. We don’t drop advice haphazardly – we are a cooperative partner that remains heavily involved.”

Suzanne: “You can also see that in the client list. There are companies that we work for now that we’ve been working with for decades.”

‘Companies had to get used to not immediately calling the riot police when Greenpeace showed up, but to making coffee and talking to each other’

Suzanne van der Pijll

Ronald: “From Marcel’s activism, the agency was initially more business-to-consumer oriented, and over the years the knowledge has deepened and broadened. First in food, we’re now active in agri, biodiversity, and life sciences. Sustainability issues are essentially chain issues. You need to have a feeling for the different cultures and get people on board. Our agriculture team includes experts who have strong ties with farmer organisations, but also people who are critically aware about the impact of farms. The common denominator is honesty and expertise.”

‘Taking good care of the earth is an important insight, but we have always also paid a lot of attention to healthy living.’

– Marcel Schuttelaar

Marcel: “Taking good care of the earth is an important insight, but we have always also paid a lot of attention to healthy living. From the insight that there is far too big a difference in life expectancy between poor and rich neighbourhoods. With preventive measures such as healthier eating, for example by implementing Nutri-Score and the Youth at Healthy Weight platform, a lot of impact can be generated.”

?

Has the world become more sustainable in 30 years?

Suzanne: “If you look at climate change and warming, no. But on the other hand, company executives now know what emission reductions in scope 1, 2 and 3 mean. The topics are known and discussable. There is indeed enthusiasm in business for this. Unfortunately, the focus on price and the fact that politicians and the government do little does not help.”

Ronald: “That does apply to the stimulus from the European government a few years ago, with all kinds of legislation such as the Green Deal, CSRD or the Paris Climate Agreement.”

Marcel: “The days when companies secretly talked to NGOs are definitely behind us. There’s plenty of collaboration to produce more sustainably, reduce emissions, and restore biodiversity. There are quality marks for farmers and horticulturalists with a turnover of over 10 billion euros, and millions of green consumers have joined. So there is definitely progress. I’m proud of that, but sustainability remains an uphill battle that can only be tackled through collaboration. We have a lot of experience with that.”

Suzanne: “The rise of private equity is worrying. You see it popping up everywhere, and it means that only a few financiers make money. Does that benefit the collective? I don’t think so. Like benches on the street for everyone that have to disappear to make way for the patios of a few. It widens the gap between rich and poor.”

Ronald: “Well, private equity has certainly changed in nature. They’re not all the locusts of the past, draining the value from companies. But you’re right, it’s a concern because where is the oversight?”

Suzanne: “Protecting citizens and societal values. I think that’s a theme that resonates well with us. It’s linked to issues like health, organic food production, and land policy.”

Marcel: “To ensure that big money doesn’t frustrate sustainable land use, we must link our thematic areas to public values. The European context determines the core of Dutch policy. That’s why an agency like Schuttelaar & Partners also understands the dynamics in Brussels. Now that it’s stagnating, our knowledge, vision, and lobbying power are even more crucial.”

?

Imagine starting Schuttelaar & Partners today. What would you do differently than in 1995?

Marcel: “Many themes from back then are still relevant today, such as the footprint of food, the relationship between agriculture and climate, and the energy transition, where all the recent green successes are still largely fueled by fossil fuels.”

Suzanne: “Circular raw materials has also been around for 30 years and is now a major topic that is gaining momentum. Think of microplastics, particulate matter, and PFAS. I would also focus more on the gap between rich and poor.”

Ronald: “I would continue to focus on our core themes and steadily build critical mass on them. The strength of Schuttelaar & Partners lies in the ability of smart people to collaborate on solutions. Making progress on specific transitions, in collaboration with businesses, science, NGOs, and the government.”

Suzanne: “Freeing up people to develop knowledge, which allows us to offer new products and services. Themes like animal welfare and the

protein transition are very important now. With a greater focus on foresight, we might have tackled them sooner and more effectively.”

Ronald: “Essentially, consultancy work like ours develops from practice. We learn from our clients’ issues and through collaboration, the vision grows.”

Marcel: “I’m no longer a partner and I’m somewhat at a distance. But I am and will remain an activist, and I’m proud of what we’ve achieved in 30 years. The firm also has a wealth of knowledge and energy for the coming decades to meet the challenges of today and tomorrow.”

Marcel Schuttelaar

Dive

into the archive

By taking a dive into our archive, we only then truly realized how long we’ve been around. A company that exists for 30 years has seen many faces. We have grown along with the trends from the ‘90s to today, from the old-fashioned PC to the laptop, from office to office, and from a small team to 120 employees. The constant factor? Our mission and vision to shape a healthy and sustainable world.

translate into tomorrow’s vision. strategy and creation, powerful movement.

KNOWLEDGE & FACTS.

KNOWLEDGE & FACTS.

FACTS.

KNOWLEDGE & FACTS.

KNOWLEDGE KNOWLEDGE & FACTS. KNOWLEDGE & FACTS.

& FACTS.

KNOWLEDGE & FACTS. KNOWLEDGE & FACTS. KNOWLEDGE & FACTS. KNOWLEDGE KNOWLEDGE & FACTS. KNOWLEDGE KNOWLEDGE & FACTS. KNOWLEDGE & FACTS. KNOWLEDGE

FACTS. KNOWLEDGE FACTS. FACTS.

KNOWLEDGE & FACTS.

First, a communication agency with an understanding of content, now content experts with an understanding of communication

Schuttelaar & Partners’ work has relied on facts, not assumptions, for 30 years. Three managing partnersAd Nagelkerke, Tijmen de Vries and Peter Thijssendiscuss the importance of having an in-depth and broad knowledge about agriculture, nutrition, health, and climate, and the importance of effective communication. This combination brings enormous value with the rise of dis- and misinformation.

‘Science, Society, Sense’ was once Schuttelaar & Partners’ slogan. What does this mean to you?

Ad: “In terms of content, our advice is scientifically validated. It must meet a social need, or tie in with the public debate. And, of course, our advice must be logical and understandable. The threestep science, society, sense is still the basis for our advisory work today – non-binding advice won’t get you there alone. Because this has always been our approach, and we have further deepened our knowledge and expertise, we can distinguish ourselves.”

Peter: “When Schuttelaar & Partners still used that slogan, I was a PhD student in biomedical sciences. For me, the three-stage approach described by Ad was the bridge from the purely academic world to society. Consulting from the idea of making scientific knowledge of social value. This is why I joined Schuttelaar & Partners in 2017. As a young academic who didn’t really know yet what a consultant actually does!”

Ad: “As consultants, we fight the proliferation of fact-free communication. We work a lot for companies, but don’t waste effort on bland stories.”

Tijmen: “Society is important, especially the influence of society on clients. They operate in a social context with various stakeholders. By speaking to these stakeholders, we can enrich our advice to clients. It is unthinkable that sustainability policies are not built on scientifically validated facts. Sense is how we work with

Ad Nagelkerke

clients. We are critical and make honest comments based on our expertise.”

Peter: “Scientific validation can be at odds with activism, though. The risk for organisations that look at the world from that perspective is that you can slip into a kind of dogmatism. And in that setting, facts and science sometimes come under pressure.”

Ad: “Yes, I recognise that. Often there is a rush and such organisations do not take the time to test their views and possibly nuance them.”

Peter: “The average influencer can shout anything about health. It’s difficult for companies in the pharmaceutical industry to do anything with that because these companies are quick to take notice if they say something that looks like a health claim, even if there are stacks of clinical studies underneath, for example. In that sense, science is actually already 1-0 behind.”

‘It is unthinkable that sustainability policies are not built on scientifically validated facts’ ?

How does communication of factual information contribute to sustainability?

Peter: “Scientific research lays the foundation for knowledge that you can use to make the world healthier and more sustainable, but that only has an impact if it is communicated and applied.”

Tijmen: “For my work, transparency in ESG reporting is very important. We challenge clients to be as open as possible and actively communicate about it. Sometimes it’s a struggle if they don’t want to say everything. Not to make the competitor any wiser, companies then say. But the ESG report is an important management tool. Moreover, their own employees also want to be informed. We stress that every time. Transparent communication is thus an important cog in the machine for further sustainability.”

Tijmen de Vries

How do you train employees in finding the right reliable sources?

Ad: “We hire new colleagues based on training and knowledge of specific areas such as agriculture, nutrition, health and climate. Content knowledge comes first. Then we have colleagues who have an affinity for or experience in communication and design.”

Peter: “In the specialist care and medicine sector, we stand out because we quickly understand the context in which clients work and what we can serve them with. We don’t waste time because we have to gather sufficient knowledge first.”

Tijmen: “The laws and regulations on ESG and reporting are constantly changing so we constantly monitor that and inform clients about it. We also attend meetings on topics such as EUDR, the legislation aimed at combating deforestation, where we can gather all kinds of practical knowledge and learn from the challenges companies face.”

Peter: “The common denominator is that in all teams we are at the thinking and working level of clients at lightning speed. That ensures highquality advice that we can then implement by well-versed communication professionals.”

Tijmen: “Over the years, Schuttelaar & Partners developed from a communication agency with an understanding of content, to content experts with an understanding of communication.”

Ad: “In the early years, nobody actually had expertise in communications but did have

the content knowledge to work with various stakeholders. To make that connection better, more communication experts joined us. Then came the development that Tijmen just outlined, and the content side became much more important again.”

How has the relationship between business and government developed and how does this affect Schuttelaar & Partners’ approach and services?

Ad: “The government has changed, and not always for the better. There seems to be less dossier knowledge in ministries, and officials are less quick to take decisions. Partly because of budget cuts and political volatility.”

Peter: “The stabilising role that the government should actually play has been taken over by the business community. As politics is increasingly fragmented and unpredictable, companies benefit from stable policies, so they have stepped up.”

Tijmen: “Even in sustainability policy, companies are taking the reins themselves. ESG policy has been promoted from a task of a person or department to part of the corporate strategy. Ideally, you would have a guiding government there, working with the business community to raise the bar ever higher.”

Peter: “But if a government does not take that role and it has to come from the companies or the sector as a whole, it can also lead to stagnation.

‘Organisations that take a very activist view of the world can slip into dogmatism’

Sometimes it leads to a stalemate for fear that whoever moves first will pay. It is nice to get movement on that through bringing stakeholders together.”

Tijmen: “We can help with that, though. We put topics on the agenda through coalitions such as the Delta Plan for Biodiversity Restoration or the Smart Food Alliance. In this way, we help ensure that business and government can get a better grip on complex themes.”

Tijmen: “I agree with Peter that there will be stagnation at first, but business is moving forward with it. The Green Deal was quite a forceful policy - that could have been done more sensitively, in consultation with businesses and other stakeholders.”

Ad: “Political populism affects our services. Take novel foods like cultured meat where EU member states France and Italy are opposed in advance, despite the fact that it is not allowed on the market until there is robust evidence that it is safe for consumption.”

The Hague and European governments are now weakening laws and regulations again. What effect does this have? ?

Which theme is going to be very influential in the coming years?

Ad: “The geopolitical situation, which means we in Europe also need to become self-sufficient in terms of agriculture and food to ensure we can feed our populations safely and sustainably.”

Tijmen: “I’m thinking about discovering the real meaning of sustainability. Products that last longer and can be reused. Being able to do more with less. As an agency, we need to bring the outside in, and work together on sustainable solutions.”

Peter: “Agreed! As Schuttelaar & Partners, we must always keep learning and developing. Not standing still in despair but constantly moving forward and adapting to changing circumstances. That’s where our strength lies.” ?

Tijmen: “That’s why we have to keep pointing out that sustainability is complex. This requires good communication. What I find more disturbing is the fact-free communication where science is openly doubted and AI or bad actors have the upper hand.”

Peter Thijssen

4 4times knowledge & facts

Knowledge-based expertise is at the heart of Schuttelaar & Partners. Over the past three decades, our colleagues have kept abreast of the latest developments across our impact areas. By growing with new experts and expertise, we have been able to provide our clients with the facts that matter and turn today’s knowledge into tomorrow’s vision. Our case studies below give just a snapshot of our fact-based approach, from insects and orphan drugs to plastic labels and due diligence. Our teams are shaping a healthier and more sustainable future every day.

novel food dossiers, covering plant proteins, insects, side streams, fermentation products and more

Water lentil protein in the EU Novel foods:

Start-ups and other innovative companies play a crucial role in the development of sustainable novel foods and food ingredients. As these products have not been previously tested, food companies must demonstrate that these products are safe and comply with strict food safety regulations. Our experts guide companies through the entire novel food procedure so that sustainable novel foods can be placed on the market. In the EU and countries such as the UK, USA, Canada, and Singapore, we have supported food companies in compiling and submitting their dossiers, for instance for the introduction of insects and a new sustainable plant-based protein from water lentils in the EU, and a new dietary fibre from coffee fruit pulp in the USA.

orphan drugs

When it comes to a complex and sensitive topic as access to orphan drugs, trust and collaboration are essential. We’re proud to have brought so many different stakeholders to the table in this project, from patient organizations to policymakers and pharmaceutical companies. Across four working groups, stakeholders could see they were all working towards the same shared goal: better care for patients who too often fall through the cracks. The roadmap we developed from these working groups was presented to the Ministry of Health at our Orphan Drugs Symposium. In the follow-up, we worked with key representatives to develop a shared vision document and a menu of alternative reimbursement models. These documents were extensively reviewed by experts and stakeholders in the field and handed over to the VSOP. This project shows that meaningful impact can be achieved by building trust and bringing stakeholders together around a shared goal.

Marjolein van der Spiegel

Novel food Team

Noëlle Valkenburg

Life Sciences & Healthy Living Team

experts brought together

Practical, tailor-made

Due Diligence training

For the Dutch Enterprise Agency (RVO), we have developed a tailored in-company due diligence training (existing of an online e-learning and live sessions). With this, we support companies in conducting responsible international business and strengthening the resilience of their supply chains - keeping in mind future obligations and societal expectations. Prior to the training, we performed a quick scan at each company to analyze the current situation. Together, we formulated a central question that served as a compass for a tailored training - aligned with the specific context of the organization. During the session, we provided practical tools and insights to firmly embed due diligence into both policy and operations, with explicit attention to responsible business conduct and international guidelines. Companies left the training with concrete tools, clear next steps, and a sharper understanding of their role in building a future-proof supply chain.

Doutzen Wagenaar ESG team

5 companies were trained in due diligence, and this is now being rolled out further! 20

PLUS

packaging policy

million stickers and pieces of packaging avoided on individual Elstar apples and Conference Pears

At PLUS supermarket sustainable business operations are a high priority. Therefore PLUS continuously takes steps toward a better environment. In the area of packaging, they do this through their packaging policy. Our experts helped to define these ambitions, including targets for 95% recyclable materials in-store, 20% less packaging, and the use of more recycled materials.

With more than 500 supermarkets, these objectives account for hundreds of thousands of kilos of plastic that don’t enter our system. By working together, we supported the communication to customers and colleagues about these important changes — and jointly committed ourselves to a more sustainable world.

Wido van Drecht Food Packaging Team

Between hype and facts:

reliable communication in the age of fast information

Now that anyone can get health advice in the blink of an eye via social media, it sometimes seems as if facts are losing out to opinions, emotions and hype. As a communications professional, how do you ensure that reliable information is heard? And how do you maintain nuance when people crave quick, clear messages? Amber Kerkhofs, senior advisor in Life Sciences & Health at S&P, and Rolf Zwaan, professor of Cognitive Psychology at Erasmus University, discuss the dynamics between hype, facts and trust in today’s health communication.

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More and more people are getting their health information from social media. What does that mean for communication professionals?

Amber: “People want to understand things quickly, preferably at a glance. Social media offers that speed, but with it comes the risk that nuances are lost. As communication professionals, we must also make accurate, reliable information available quickly and easily.”

Rolf: “Exactly. Information about health is often closely linked to a person’s sense of control and identity. It’s about how you gain control over something that is sometimes intangible. During the coronavirus pandemic, for example, people had a strong need to gain control over their own health. This gave conspiracy theories extra power, because people who believe in them were able to find each other quickly online and reinforce their beliefs. Social media has accelerated this enormously.”

Amber: “People feel connected to health influencers, who reach them every day.”

‘Doctors on TikTok and Instagram reach people who are often otherwise unreachable.’

Rolf: “Yes, these influencers share personal stories and anecdotes about their experiences with supplements, sunscreen, food, you name it. They feel familiar to people and therefore trustworthy.”

Why is it so difficult to convince people of new health information, even when it is in their best interest?

Rolf: “This often has to do with the continued influence effect. Once people have heard a certain idea, it sticks with them, even after that information has been refuted. This has also been demonstrated in memory experiments.”

Amber: “People actively seek out information that confirms their existing beliefs. That’s why debunking is often so difficult. If you try to set the record straight after the fact, you’re usually too late. But there is also such a thing as prebunking.”

Rolf: “Yes, prebunking works better: informing people correctly in advance, before they are exposed to misinformation. But you have to

be timely, in the right place and in a format that meets the need for quick, understandable information. Even then, it remains a balancing act. You want to simplify, but not distort. That is crucial. It has to be accurate.”

How can doctors counterbalance influencers who may be spreading false health claims?

Amber: “This makes the doctorpatient relationship more complex. The medical profession is changing. In the past, doctors simply told you what to do – they were automatically trusted as authorities. Now it’s evolved to be about joint decisionmaking: talking to patients, listening to their concerns and finding out what information they need.”

Rolf: “It becomes part of their job to build a relationship of trust, because they are competing with influencers who are already present in people’s daily lives. As a doctor, you see someone a few times a year, but influencers appear on someone’s mobile phone every day.”

Amber: “As a doctor, it’s not enough to just state the scientific facts. People want to know: what does this mean for me specifically? What can I do?”

Amber Kerkhofs

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Should doctors be active on social media? ?

Rolf: “That’s a difficult balance to strike. Of course there are risks: on social media, it’s often unclear what someone’s real expertise is. If you mix everything and everyone together, it quickly becomes a grey area. But if experts stay on the sidelines, people without substantive knowledge are given free rein. That’s why professionals need to be visible, but with clear rules and transparency about their background and expertise.”

Amber: “We also need to look differently at what status means within the profession. Is a doctor on TikTok or Instagram unheard of or unprofessional? Does this lead to a loss of status among colleagues?

POD CAST

Would you like to learn more about how we, as humans, give meaning to an increasingly complex world with an ever-growing supply of information? Listen to Drang naar Samenhang (The Drive for Coherence), the podcast by Rolf Zwaan and Anita Eerland.

Perhaps the opposite is true and these doctors are reaching people who were previously unreachable. In this way, they could contribute to better public communication about health. There are already many good examples of doctors who are active on social media and provide independent health advice there.”

acknowledging that there are always nuances.”

Amber: “Exactly. Good communication is about open dialogue. Accessible and reliable, certainly, but above all with real space for the questions and concerns that people have. That’s how you ultimately win trust.”

If you really have to choose: maximum impact with a simple message, or less impact with a nuanced story?

Rolf: “Always stay true to the truth. Simplify, but don’t distort. And structure your argument clearly: start with a simple message – for example, in a short video on TikTok or Instagram – and offer more depth for those who want to read or watch further. That way, you tell the whole story, and no one will immediately lose interest.”

Amber: “And you have to make people feel that they can continue searching. Especially in health communication, you shouldn’t pretend that certain choices or interventions only have advantages. If you leave out risks or disadvantages, you lose trust.”

Rolf: “Yes, we saw that very clearly during COVID-19: there was a lot of communication about the benefits of vaccinations or school closures, but less about possible side effects or the impact on children. Later, those adverse effects came to light, and then people say: why weren’t we told about that earlier? That undermines trust. That’s precisely why it’s so important to be honest from the outset, even if it doesn’t fit into a simple, positive narrative. You build trust by

‘You want to simplify, but not distort. That’s crucial’

– Rolf Zwaan

Rolf Zwaan

IDEALISM & IMPACT.

IDEALISM & IMPACT. IDEALISM

IDEALISM & IMPACT.

IDEALISM & IMPACT. IDEALISM

IMPACT. IDEALISM & IMPACT. IMPACT. IDEALISM & & IMPACT. IDEALISM

IDEALISM & IMPACT. IDEALISM

IMPACT. IMPACT.

IDEALISM & IMPACT.

IMPACT. IMPACT. & IMPACT. IDEALISM

IDEALISM & IMPACT. IDEALISM

IDEALISM & IMPACT.

Reliable, diverse and united in driving positive impact in a fast changing society

In its first 30 years, Schuttelaar & Partners combined idealism with action. In 2025 and the years to come, this will be even more relevant as technology improves and society changes. All the while, there are growing concerns for the climate, biodiversity loss, and the health of people, flora, and fauna. Three partners –Lorena van de Kolk, Harry Kager and Edwin Hecker – discuss this and assess how Schuttelaar & Partners can collaborate with stakeholders to turn idealism into impact.

‘By becoming more international and more diverse, we can better connect to all different kinds of people’

and independent party, connecting different stakeholders. I come from a farmer’s family and I am convinced that farming needs to be sustainable and within natural boundaries. We need to help farmers achieving this.”

Edwin: “At the age of 7, I already joined WWF so this idealism to support sustainability is in my nature. Reducing food waste, travelling by public transport, the importance of flora and fauna are key to me.”

Schuttelaar & Partners combines idealism and impact. What is your personal idealism? What does this idealism mean for Schuttelaar & Partners?

Lorena: “Before I joined Schuttelaar & Partners, social justice and fairness were important values in my work for the European Commission. When allocating funding, we looked at the beneficiaries of this, ensuring that a broad spectrum of people and organisations would benefit. Inclusivity in supporting access to a sustainable and healthy world drives me.”

Harry: “There are opposite views in society in what it takes to create a sustainable agriculture and food sector. Schuttelaar & Partners can play a relevant role as a trusted, knowledgeable

Edwin: “Lorena refers to inclusivity and Harry mentions supporting farmers. I agree with both, and I want to broaden this. Helping an organic company is good, but helping conventional farmers who are now in a difficult position, yields more impact. Inclusivity means to me, moving beyond the minority of people who can afford electric cars or organic items, towards mainstream consumers and producers. Also geographically, it’s about expanding our impact to farmers in Congo for instance. We need to look at the bigger picture. Therefore we need

Lorena van de Kolk

to engage stakeholders, listen carefully and find solutions for healthy and sustainable lives for all.”

Lorena: “True about this inclusivity and we can adapt to change. We are idealistic people, and the composition of our workforce changed over the years. We recruited a lot of young people who enriched our organization with new visions and trends. At this point, we are not yet frontrunners, but we are capable of quickly adapting to changes and acting accordingly.”

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How do you determine which organizations you work with, and which you decline?

Lorena: “Of course there are red lines regarding sectors and companies we won’t work for, but for the majority of organisations and people, we listen to everybody, neutrally and without prejudice. The ability to listen is important to unite stakeholders with different views and create consensus.”

Edwin: “I totally agree. As a consultancy, Schuttelaar & Partners can make a difference by being open to all and really listen. Without judging too early on what’s wrong and what’s right. Without finger pointing. This is fundamental for impactful collaboration despite polarisation.”

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And where do you draw the red line?

Edwin: “Companies really need to be motivated to take steps into the right direction. When there is doubt, we are out.”

Harry: “Indeed. Sometimes we have a debate with companies if it’s a real impactful step they take. As consultants we need to mirror their intentions. If we think their ambition and intrinsic motivation are lacking, then it becomes a problem to work for them. Obviously the red line concerns non-democratic organisations that don’t respect legislation and infringe on human rights.”

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Agriculture, food, health and living environment are key impact areas. Will this change given societal developments?

Lorena: “We will stay focused, but we increase synergies across impact areas on themes like inclusivity or how to deal with AI. Better connecting our work in different impact areas allows for a more integrated approach. For instance the impact of air pollution on health, with different impacts on men and women and how the medical system responds to this. Relevant data can be analysed by AI to create a better insight, and this new technology helps in connecting our insights.”

Harry Kager

Harry: “There are also synergies between energy and agriculture as much renewable energy is sourced on farms and farmland with solar panels, windmills and biogas being produced there. This also holds true for agriculture and biodiversity which supports infrastructure and living environment. We can also use our agricultural knowledge internationally. We are in a process of developing an environmental indicator for crop protection. It allows for benchmarking impact of specific crops in different countries and regions worldwide. Such tools allow farmers making informed decisions to produce more sustainably.”

Edwin: “It would make me happy if we could make better calculations of both cost and value at all levels. Instead of always looking for the cheapest option, one should take into account the benefits to society when assessing costs.”

Lorena: “You mean true price, Edwin?”

Edwin: “Yes. In pharma there is always criticism about the price tag for new medication or therapy, but it doesn’t calculate the value it may bring to society. Schuttelaar & Partners can play a role in connecting stakeholders to create consensus on this.”

Lorena: “Also clients look for synergies in our impact areas. We cooperate with them in creating awareness on the origins of food and link good food to healthy living.”

Edwin Hecker

Employees working for Schuttelaar & Partners have different backgrounds. How does this impact our work?

Harry: “When it comes to agriculture, we have very critical and active colleagues and others who are more pragmatic, taking farmers’ dilemmas into account. The latter come from farming families, just like me. I like to have a blend of both in teams doing agriculture projects. For a transition you need to connect frontrunners with more conventional entrepreneurs. The common denominator is, that all of us treat farmers with respect, acknowledging that they are experienced entrepreneurs who make their own decisions.”

Lorena: “Don’t overestimate the differences, as Schuttelaar & Partners still has a quite homogeneous workforce. By becoming more international and more diverse, we can better connect to all different kinds of people. We all share the ambition to create a healthy and sustainable world and by increasing diversity in our staffing, we will be in a better position to do this.”

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‘Helping an organic company is good, but helping conventional farmers who are now in a difficult position, yields more impact’

What are your wishes for the coming years?

Lorena: “Besides becoming more diverse, I want Schuttelaar & Partners to be a relevant agent of change as society evolves. With better R&D which helps us developing relevant solutions and services. We don’t wait for the next wave of change to come, we actively support new waves and help shape the future.”

Harry: “Helping companies and organisations in our impact areas in taking major steps towards sustainability. This will really help society and businesses. Especially for agriculture, which is under a lot of pressure, it is make or break. To succeed, all stakeholders need to be involved and collaborate.”

Edwin: “Adding on this, it would be wonderful if Schuttelaar & Partners is well positioned and clearly visible in this process of transition. Our former slogan ‘Science, society, sense’ still applies. My wish is that also in the 30 years to come, stakeholders will see us as a reliable partner with a diverse workforce of people united in common sense and a desire to drive positive impact in a fast changing society.”

4 4times idealism & impact

At Schuttelaar & Partners, we get up every day to create a healthier future. For businesses and for society. We want to make a difference—and every step in the right direction counts. This allows us to make a tangible impact, whether it’s a handful of farmers, hundreds of workers in the supply chain, or millions of consumers on the path to positive behavioral change. We distance ourselves from the “all bark and no bite” model and strive for real results in practice. That is exactly what we have been doing for the past three decades: for the sea in which our fish swim, the air we breathe and the green spaces around us. From cities such as The Hague to cross-border and international projects, our impact can be enormous if we do it together.

The Hague

Food Transition

The Hague is not only a meeting place for the world’s politicians—it is a city buzzing with energy and creativity for the future. In collaboration with the municipality, S&P helped update their food strategy, which makes healthy, local, sustainable, and plant-based food accessible to and with the city’s residents and businesses. Strategy alone is not enough; ensuring impact afterwards is where the real merit lies. That’s why we not only created attractive visuals, but also organized internal work sessions and discussions with stakeholders, such as the food bank and the Hague’s fishing industry. This is how the updated strategy came to life, both within the municipality and the community.

Synergy

Tessel kans Food Transition

With successful conferences in Prague, Lisbon, Thessaloniki, and Barcelona, our agri-food team has continued to innovate and develop our Synergy Days events. With hundreds of projects shared over the past ten years, the ideas and visions shared have had an impact on countless people working in the sector. Our next edition will take place in the country where S&P was founded and will last two days. This event will take place in October in Rotterdam. The conferences connect projects, policymakers, entrepreneurs, and innovation hubs, and stimulate idealism and impact.

actions related to healthy, local, sustainable, and plant-based food for and with the residents and entrepreneurs of The Hague 400+

Lorena van de Kolk EU Public A airs and Communications

participants in Barcelona focusing on 40 European research projects

One of our resident nutrition scientists currently acts as the Network Director for the National Product Improvement Approach (NAPV) through the Department of Nutrition. Acting as the bridge between manufacturers and the ministry, our colleague Maud knows the policy and content landscape like the back of her hand. The NAPV aims to improve the food supply by reducing the content of salt, sugar and/or saturated fat in processed products and increasing the amount of dietary fibre. Everyone from producers and retailers to hospitality and caterers are involved. If several producers and suppliers take steps at the same time, consumers get used to the changed taste more easily. By activating, connecting, and supporting companies with the NAPV, more agreements can be made to make our foods healthier and more nutritious.

Maud Theelen Food Nutrition Team

21 agreements made and another 25 in the pipeline

Chocolonely Tony’s National Approach to Product Improvement Network Director for the

For almost a year, we’ve partnered with Tony’s Chocolonely to lay the foundation for their sustainability strategy through their first double materiality assessment under the CSRD.

As a company deeply committed to ending exploitation in cocoa, Tony’s brought the needed momentum and purpose to our collaboration. We supported them by combining research, peer analysis, and stakeholder engagement - from internal teams and NGOs to cocoa cooperatives in Ghana and Côte d’Ivoire.

The key challenge? Applying focus to a wide range of relevant topics. Through collaborative working sessions and strategic testing, we helped distil clear priorities. These insights will guide Tony’s forward and will be shared in their next Annual Fair Report.

Sake van der Meulen ESG Team

thethrough years ESG

Environment. Social. Governance. The successor to CSR and the trinity of the CSRD. With this step, sustainability has come of age: from idealism to something concrete, measurable, and comparable. In a complex world of guidelines and frameworks, we help companies take practical action and make an impact where it matters most: in operations, the supply chain, and the market.

2010

The foundations of sustainable business

✦ Introduction of the “People, Planet, Profit” principle

✦ First CSR reports as a starting point for transparency

✦ Stakeholder dialogues gain ground

From CSR policy to ESG frameworks

✦ Materiality analysis as a strategic compass

✦ Reporting in line with international standards (GRI, SASB, TCFD, ESRS)

✦ Supply chain impact and transparency at the heart of reporting

ESG as a strategic anchor in business operations

✦ Integrated CSRD reporting for large companies, and VSME or GRI impact reports for SMEs

✦ Sustainable value creation and activation with customers, suppliers, chain partners, and stakeholders

✦ ESG as an integral part of the business, woven into every decision

The

Encounter

Jennifer Parramore

Team Dairy

Tessel Kans

Team Food Transition

Less protein and a better balance between animal and vegetable

Everyone who works at Schuttelaar & Partners is on the road to a healthy and sustainable future, together with clients and other parties. Only at our firm, not everyone follows the same route to this sustainable destination. So too in the food sector, in which two colleagues - Jennifer Parramore and Tessel Kans - took a walk together for our magazine and exchanged views on the necessity and approach to the protein transition.

food sector,” Jennifer adds. “It’s not about completely eliminating animal protein, but a better balance between animal and plant-based that is ecologically feasible and contributes to a healthy diet.”

Jennifer is part of the sustainable dairy team, while Tessel works from the food transition team to replace animal proteins with plant-based alternatives wherever possible. “I do want to nuance this,” Tessel responds. “I am not a vegan, but I do consciously eat as much plant-based food as possible. For sustainable animal proteins like fish or mussels, there is also room in a sustainable diet.”

Protein hype

Tessel wants to get rid of the black-and-white discussion on animal versus plant proteins. “It’s about total protein consumption. The protein hype is telling. Protein is being added to more and more foods, while we already eat far too much protein. So it is good to phase that out while working towards a better balance between animal and plant-based foods.” “Indeed, protein transition plays across the full breadth of the

‘Protein is being added to more and more foods, when we already eat far too much protein’

– Tessel Kans

Beef production - and hence dairy - has a large climate footprint and takes up a lot of space. This presents both opportunities and challenges for the dairy sector to become more sustainable, according to Jennifer. “Dairy farms that feed cattle on grass and plant residues from arable farming and food production and convert that into high-quality protein make a significant contribution to closing cycles. But at the same time, we need to recognize that a lot of maize and wheat and imported soy is still used as animal feed. These compete with growing vegetable protein crops for human consumption.”

‘In dairy, it is no longer about volume growth alone, but about increasing the added value per litre of milk’

– Jennifer Parramore

Hybrid dairy

“That balance is indeed gone,” agrees Tessel. “The dairy sector needs to import less protein-rich cattle feed. Moreover, the protein transition offers opportunities, such as hybrid dairy products containing animal and vegetable proteins, which are increasingly on shop shelves. This is good for the environment because it reduces CO2 emissions, and consumers find it attractive. Whether that hybrid dairy is also healthier for humans, we don’t know at the moment. That is still being researched.”

“Hybrid dairy is indeed a good example of innovation in the sector,” says Jennifer. “Dairy is no longer about volume growth alone but about increasing the added value per litre of milk. This is how dairy achieves its climate goals, but also ensures food security.”

One protein is not the other. In terms of nutritional value, dairy differs from plant-based food. How does this affect the balance between health and

sustainability? “For example, if you eat according to the EAT-Lancet diet, you get enough nutrients and stay within planetary limits,” Tessel argues. “The Wheel of Five also provides good guidance for a healthy diet. If you eat fresh foods with enough sustainable proteins, from as close as possible and organic if possible, and you also keep an eye on which products are best available in which season, there is little to worry about from a sustainability point of view.”

Consumer behaviour

In doing so, Jennifer emphasises that dairy products consumed in moderation remain a valuable part of a healthy diet. “Both EAT-Lancet and the Dutch Nutrition Centre guidelines, recommend consumption of 14 to 20 per cent animal protein. These guidelines are the basis for our approach. Animal proteins can be targeted where they are most nutritionally valuable, for example for vulnerable groups such as children, the elderly and pregnant women.”

These are indeed specific groups with increased protein needs. But to make a real impact with the protein transition, large groups of consumers will have to be enticed to eat more plant-based and less animal-based food. “More plants on the plate, leaves less room for animals,” Tessel argues. “Research shows that guests in hospitality and catering will eat more vegetables as a result, and often even appreciate

the meal more. You don’t really change consumer behaviour until the whole system moves with it. The role of the government is very important. There is a national protein strategy and municipalities will hopefully have the opportunity to encourage a healthy food environment. This includes a good balance between animal and plant-based food. It is also important that supermarkets and food producers also make the sustainable choice easy and attractive.” “Many people still grew up with animal products,” says Jennifer. “Plant-based alternatives are not obvious to them. With younger generations, it is different. They are moving faster towards consumption of more plant-based foods. For every consumer, it is important to be well informed about the origin, nutritional value and positive impact on the climate of these products.”

‘More

plants on the plate, leaves less room for animals’

– Tessel Kans

Polarization

That protein transition can be a fraught topic is something both Jennifer and Tessel notice in their consultancy work. “Protein transition rightly gets a lot of attention and can evoke emotions in all links of the chain, from farmers and processors, to trade, consumers and policymakers,” says Jennifer. “There is now broad consensus among scientists, supermarkets, NGOs and other stakeholders on what balance is needed for a more climate-friendly

and sustainable food chain.” “Polarization is often magnified,” thinks Tessel. “Clashing opinions such as “meat eaters have no respect” versus “you can’t have anything either” get all the attention. But most people are in between, and that is not reflected in the media. In my work, I try to include all parties, both the frontrunners for whom things are moving too slowly, and the people and organizations who fear the consequences of change.”

‘In our work, it is important to state the facts clearly, without being judgmental,” Jennifer adds. “We are critical of what needs to change, but also recognise what is already going well. Working together to find the balance in the production and consumption of sustainable proteins with room for fair remuneration for farmers.” “We must indeed seek the connection,” concludes Tessel. “Protein transition is not an individual task, but an interplay of government policy, sustainable procurement, innovation and good availability of plant-based food that is attractive to consumers.”

FUTURE-PROOF GROWTH. FUTURE-PROOF GROWTH. GROWTH. FUTUREPROOF GROWTH. FUTURE-PROOF GROWTH. GROWTH. FUTUREPROOF FUTURE-PROOF GROWTH. GROWTH. FUTURE-PROOF GROWTH. GROWTH. FUTURE-PROOF FUTURE-PROOF GROWTH. GROWTH. FUTUREPROOF FUTURE-PROOF GROWTH. GROWTH. FUTURE-PROOF GROWTH. FUTURE-PROOF

FUTURE-PROOF

FUTUREPROOF GROWTH. FUTURE-PROOF

FUTURE-PROOF GROWTH.

In conversation with our

change makers

We have been working towards a healthy and sustainable world for 30 years, and we want to continue doing so for another 30 years, together with the next generation, of course. That is why we wanted to include their ideas about the future. This article focuses on our S&P children, our youngest world improvers. We asked them how they see the future and what they consider important in a special sustainability friendship book. We have collected their beautiful and valuable answers and drawings here. Isabel and Joost also answer some of their questions in this chapter.

‘To take good care of the earth, we need to separate waste, avoid buying unnecessary items, and utilize electrical energy’

Sophia, 12 years

‘Eating from nature like in the old days (even though pizza is my favorite food) and being kind to all animals’

Camilla, 8 years

‘To help the planet, I want to see the super-fast Shinkansen train throughout Europe’

Elisabeth, 10 years

Delicious pie Yummy! Nothing beats a cake filled with fresh fruit.

Anna, 5 years

A talking stu ed animal

This stuffed animal can tell people what animals need to live.

Gri ely, 8 years

My sustainable invention Waste? No way! I turned this bottle into a cool pencil case :-)

Bjarne, 9 years

Raise your hands and wave them from left to right, from left to right, we’re going from left to right. And we clap, clap, clap, clap to the beat, just like the rest. Because moving is healthy!”

Kinderen voor Kinderen

·

Our future generation

At Schuttelaar & Partners, we believe it is incredibly important to involve, educate, inspire and activate future generations. After all, a healthy and sustainable world is for them, and only by bringing them with us can we achieve it. That is why, in this final chapter, we are giving the floor to our colleagues’ children. How do they view the world of tomorrow? What questions are on the minds of these young world improvers? The kids were given the opportunity to ask our young partners Joost Schuttelaar and Isabel Boerdam their questions about life. We soon discovered that the simpler the question, the more difficult the answer!

generation

Sophia, 12 years

‘Nature is incredibly resilient. It is mainly humans who are vulnerable... so everything we do for sustainability, we actually do for ourselves.’

How long will it take for the Earth to be the way it should be?

Joost: “The earth may never be exactly the way we want it to be again. Some animal species are gone forever, and ancient forests have been lost. What matters now is that we work together to make sure the earth moves in the right direction from here.”

Isabel: “This question immediately made me think of a documentary about Chernobyl. That was, of course, the biggest nuclear disaster ever, but when you see how a nature reserve has now been created there... biodiversity has completely returned! I found that so impressive. It shows how incredibly resilient nature is.”

Joost: “The earth will still be here, but without nature, it won’t be a place where we can truly thrive. So the real question is: are we still making life on earth a good place to be?”

Isabel: “Yes, Mother Nature will always be fine. Ultimately, it’s mainly humans who are vulnerable... so everything we do for sustainability is actually for ourselves.”

Joost: “I believe that if we really put everything we’ve got into it over the next ten to fifteen years and radically improve sustainability, we can still save a lot. Then the Earth will remain a beautiful place. Because we can talk tough about Mars as an alternative, but people have no idea. It’s really not as pleasant as Earth. Even in fifty years.”

?

What can I do to be good for the Earth? (I want to be a biologist.)

Joost: “Well, first of all, great choice. As a biologist, you could help protect biodiversity, work on new plants that absorb CO₂ more efficiently, or develop better rice crops that help fight hunger around the world.”

Isabel: “I completely agree. There is so much you can do, but ultimately the most important thing is to choose a profession where your work actually contributes to building a better world for the next generation. Because work where you spend a lot of your time here on Earth, so choose something where you can give back. And besides that, the usual things, of course: don’t eat meat too often, fly less for holidays, reuse your stuff, and encourage and motivate your parents in a positive way.”

Joost: “Yes, secretly turning the thermostat down a little at home.”

Isabel: “Parents aren’t always doing the right thing, so children can set a good example! Not just to your family, but also to your friends. I really believe that we can influence each other positively. It’s so powerful. Let’s move each other in the right direction.”

Joost: “The most important thing to take away is that the time you spend on your career can often have a much greater impact than what you do as an individual at home.”

Max, 11 years

Isabel: “So, dear people: fight for the Earth, because you don’t want to live on Mars!”

Isabel: “It’s both. Practice what you preach... and get to work.”

What would you change if you were in charge of the world?

Isabel: “Good question! I was once part of a research group with my family. And that’s where my uncle came up with the suggestion of a ‘green dictator’. As controversial as that may sound... There is a great need and urgency right now, which is actually being hindered by our beloved democratic model. Because it is very difficult to take the long-term measures that are so necessary. So, basically, you would want sustainability to be given a stable long-term perspective alongside day-to-day political policy. A group of smart people who take the lead and stay on a sustainable course.

Right, Joost?”

Joost: “No, my answer is: if I were the boss of the world, I would quit that job right away to ensure that democracy is preserved.”

Stefan, 7 years

Isabel: “But don’t you think the democratic model is quite complicated when it comes to sustainability issues?”

Joost: “Yes, but there is no alternative. Look, suppose you have a kind of sustainable dictator, then he has to make decisions alone, meanwhile there are many different opinions on all these complex issues. For example, that sustainable dictator decides: ‘We are going to invest fully in hydrogen cars’. But is that a good idea? Maybe it turns out to be a way to line the pockets of certain people. We see in non-democratic systems that this always leads to corruption and inefficiency. So I think it’s more important that people are well informed, that there is a good public debate about climate change, and that younger generations stand up now. I think they should be

Isabel Boerdam

out on Malieveld every Saturday, because the world is coming to an end. So I think you have to make sure that many more people feel in control of the world, and not leave it up to a small group or a task force.”

Isabel: “Perhaps a dual model is possible. I still believe in a kind of long-term task force with a lot of influence and decision-making power. At the same time, it is extremely important that financial incentives are implemented to make sustainable behaviour attractive.”

Joost: “I agree. I do have ideas about what should be done in practical terms. I say: build a hundred nuclear power plants on this planet every year. Accelerate with solar and wind energy. Stop using coal and oil. There are about a hundred companies that extract oil and coal from the ground. Impose a CO₂ tax on those companies. Don’t introduce all kinds of detailed climate measures, but tackle those hundred companies. That’s complicated, because those companies have a lot of power and are absolutely opposed to it.”

Isabel: “I agree with the CO₂ tax, but I would also support a meat tax and a sugar tax to make unhealthy products more expensive and make fruit and vegetables VAT-free. In addition, education needs to be reformed so that children learn from day one how their food grows, why it is important and how Mother Nature works, so that it becomes second nature to them. Maybe then they will stand on the Malieveld in the future.”

Joost: “Yes, nutrition education is really important.”

Isabel: “And healthy eating makes you feel good and perform better.”

Joost: “Yes, every euro you invest in nutrition education is returned tenfold in lower healthcare costs.”

Joost Schuttelaar

What would you like to invent if you could invent anything?

– Joost Schuttelaar

‘Every euro you invest in nutrition education, you get back tenfold in lower healthcare costs.’

Joost: “Maybe it’s a silly answer, but… we’ve actually already invented almost everything we need for a sustainable world. I could say we need something that gives us free, unlimited energy, but we already have that: the sun. And I also believe in nuclear energy. We already have great, innovative biobased materials. Think of building with laminated timber, wooden skyscrapers... it already exists, but we’re just not doing it enough. Truly circular biobased products? Also invented. Yet they remain hugely underused.”

Isabel: “My idea would be a megaphone that allows you to say something to the entire country or even the world at once. Basically, a kind of NL Alert, or whatever it’s called.”

Joost: “An Eco Alert?”

Isabel: “The Eco Alert! Exactly, that’s what I want to invent, but I’m not sure about the rules yet: who can use such an alert and when, and what message should it contain? But I think it would

Lotte, 9 years

be fantastic if you could alert the whole of the Netherlands to something once a month or once a week. For example: broccoli is in abundance right now, so everyone should eat broccoli. Communication is crucial to changing the world. Because if people don’t understand, they won’t take action. So a way to communicate centrally, yes, I’m all for it: the Eco Alert.”

Joost: “If I had to choose something, it would be truly sustainable flying. Flying matters. You meet different cultures, which is essential for human cohesion, and therefore for a safer world. Plus, the world is incredibly beautiful.”

Isabel: “I agree. Teleporting with a snap of your fingers, via the Cloud. I’m all for that too.”

FUTURE PROOF design Your guide communication & to

Artificial Intelligence (AI) is inseparable from our work. It helps us kickstart projects, speed up the creation process, and is an everavailable sparring partner and source of inspiration. We owe it to our clients to make the best use of it. However, for those who might think that with AI anyone can be a copywriter or designer is overestimating the robot. Human intelligence is what makes creative work unique, distinctive and its own. Human intelligence cannot be matched - and thankfully so. To use AI successfully without losing our individuality, we as a studio keep five lessons in mind. They help us to make really good work with AI in our pocket - work that touches, connects and sticks.

Use your personal experience and emotion

Humans draw from a rich palette of personal experiences, cultural contexts and emotions. This unique mix creates original angles, metaphors and stories that AI simply cannot feel or fully understand. So, a human can devise a campaign that responds to grief, love or nostalgia in a way that really touches others –because we know how it feels. Use that!

Rely on your intuition and gut feeling

AI works based on patterns and probabilities but lacks the ability to think and associate intuitively. As a result, AI-produced ideas are rarely truly unique or original. In contrast, human creativity is often not liner or logical, and because of this , it’s surprising. Sometimes the best idea comes from a ‘gut feeling’ or a spontaneous association. Keep relying on that!

Understanding human behaviour is your starting point

An effective campaign does not start with a good idea, but with deep insight into human behaviour. What are your target audience’s motivations and barriers? What is needed to get them moving? What preconditions need to be taken into account? This is always your starting point. In this, trust yourself and your target group research, and keep in mind that AI simply does not have the answers to these issues.

Cultural nuance and context make the di erence

Nothing is as subtle as cultural differences, humour, irony and social sensitivities. AI can sometimes misinterpret these or miss them entirely, leading to miscommunication or worse, reputational damage. Only you can judge whether your target audience will understand and appreciate a pun, cultural reference or visual. Stay aware of that!

Real communication starts with connection

A campaign or communication expression only really comes to life “in the wild” when it sees the light of day and interacts with the target group. The questions and emotions this triggers provide a wealth of new insights as well as opportunities. In a complex, polarised society, this dialogue makes all the difference. See its value and capitalise on it!

Need inspiration? Here you can find creative work from our Concept & Communication Studio that we are very proud of.

4 4times future-proof growth

Schuttelaar & Partners was a revolution in 1995 – bridging the corporate world with an ambition for a healthier and more sustainable world. As a key driver to mainstream sustainability in the Netherlands, our organisation was founded on this mission and has been steered by it ever since. Although our climate is continuing to worsen, significant progress has been for biodiversity and in making our famed flower, dairy, and energy sectors more sustainable. Every single fraction of a degree of warming that we can prevent will save lives, S&P recognises the urgency of our work and always has an eye on the future. In an increasingly polarising society, we know our work, especially our communication projects, is fundamental to reaching people whether its connecting business, advising government, or supporting even our own neighbours. Our founding mission rings true and is needed even more for a future where we can all thrive.

100

%

of the regional targets for the Dune and Bulb Region can be achieved by providing insight into the performance of individual growers and learning together.

Biodiversity Restoration Regional Delta Plan

certification

The Netherlands is renowned in the world for its tulips. But what would we be without generations of forward-planners? Preparing each year the bulbs to plant for each next growing season. Together with Greenport Duin- en Bollenstreek and other regional stakeholders, we wrote a project plan for Regiocertificering (Regional Certification) – an outline on how the sector can become more sustainable and meet important climate, biodiversity and environmental objectives. The project was started up in 2024 together with Greenport, Delphy, growers and other regional stakeholders. S&P helps to coordinate the project, organises benchmarking of the sustainability performance of individual growers and helps to learn together how improve. As well as coordinating the project, our design team played a key role and created the visual identity – and a terrific one at that if we do say so. Participant feedback has highlighted how growers are already stepping up, sharing knowledge, and seeing the results!

Since its establishment in 2019, we have been operating as program office for the Delta Plan for Biodiversity Recovery. With over 130 partners actively committed to restoring biodiversity, the foundation has an increasing positive impact on nature across the Netherlands. From publicity campaigns to policy advice on establishing Basic Quality of Nature, our work focuses on driving systemic change—making the importance and value of biodiversity relevant and self-evident to everyone. Whether it’s local community initiatives or the Aanvalsplan Landschap presented to the minister, we’re propelling a collective movement in which everyone can contribute to reversing biodiversity loss in the Netherlands.

Harry Kager Agriculture

200 +

Ronald Hiel Biodiversity & Digital

Partners and supporters are working together to restore Dutch biodiversity.

to PlanetProof Dairy On the way

Everything we do impacts the environment. We can’t avoid it, but we can minimize it. For a long time, we had a choice between organic and conventional dairy products when it came to our dairy consumption. Since 2018, another more sustainable option appeared on the dairy shelves: the “On the way to PlanetProof” label. Approximately 800 Dutch dairy farmers work with this independent sustainability label, which is managed by Stichting Milieukeur. FrieslandCampina is one of the participating dairy companies. Participating dairy farmers receive a premium for their sustainability efforts. We are proud to continuously advise on the development of the criteria and the communications around the label. 800

Jennifer Parramore Dairy

Ynske van Zundert Dairy

participating dairy farmers, producing more than 750 million kilograms of milk per year, with increasingly stringent criteria each year

500+

new visitors to the website after a 1-week campaign

BetuweWind

For BetuweWind, we put our mission into practice: inspiring people to use their savings to contribute to a healthy, sustainable future. Based on an earlier positioning process, we developed a strategic, crossmedia campaign that guides the public step by step, from doubt to trust and, ultimately, to a sustainable investment. With the creative concept ‘BetuweWind: it always generates WATT’ we placed both young and old people in the leading role, who — truck plug in hand — spark curiosity: what are they doing there? Exactly what we aim to achieve: investing in WattHub Rotterdam not only provides a financial return, but also contributes to the transition of energy and agriculture.

Annemiek

van de Mast

Energy Transition

IS WHERE THE FUTURE STARTS The next generation

Four young professionals, each from a different Impact Area, share their vision of tomorrow’s world. What keeps them awake at night in these times of major transitions? Which technologies or innovations do they consider decisive for the next thirty years? Their answers paint a powerful and inspiring picture of what motivates, drives and inspires Gen Z.

Jessica Oppelaar 28 years – Environment

What keeps me awake?

How hardened and polarised the world sometimes seems. It amazes me how people are often stuck in their own ideas, when progress lies in connection: people listening to each other, working together and complementing each other. I believe that AI will play a key role in this over the next 30 years. Not only by making data and systems smarter, but also by connecting people faster and better. With platforms that bring different voices together, strengthen decision-making and help us to arrive at sustainable solutions based on diversity.

Margot Spelde 25 years – Health

Unequal access to healthcare, growing pressure on our healthcare system and untapped opportunities for healthier living are issues that concern me both during and after my work. How can we tackle these problems in an effective and sustainable way? Despite my concerns, I see a bright future for the next 30 years. Thanks to a greater focus on disease prevention and groundbreaking innovations in healthcare and AI, we can prevent diseases earlier, relieve pressure on the healthcare system and ultimately all live longer and healthier lives. The future offers hope for a sustainable, healthy world.

Just Bonk 25 years – Nutrition

As a twenty-something, there is plenty to worry about, from finding affordable housing to major challenges such as keeping our planet liveable. Our generation lives with uncertainties about things that once seemed self-evident, and yes, that sometimes keeps me awake at night. At the same time, I see hopeful developments, such as AI and communication technology that make sustainability measurable and transparent as never before. You certainly see that in the agri-food sector, where I work a lot. However, we must be careful not to get stuck in measuring. The real game changer for the next 30 years? Moving from measuring sustainability to truly sustainable practices.

Willem Bouw 25

years – Agriculture

Climate change, pollution and the loss of all kinds of life forms and natural habitats are all interlinked: the planet’s “operating systems” are in danger, and with them our own future. These effects are perhaps most noticeable in food production, and at the same time agriculture plays an important role in both the cause and the solution to these challenges. Within the sector, people are working hard to make agriculture more sustainable, both through innovative solutions in agricultural systems and agroecological initiatives (regenerative agriculture, permaculture and natureinclusive agriculture) that restore the connection between ourselves, our environment and our food. If we continue to work hard on these solutions, it won’t keep me awake at night.

living environment The future of our REQUIRES connected choices

The major challenges of our time - climate change, biodiversity loss, growing health inequalities - are converging on our physical environment. This calls for integrated solutions, in which nature, health, energy, mobility and engagement are inextricably linked. Only then will cities, towns, and villages emerge where we can live well, now and in the future. A future-proof living environment requires cooperation across domains, scales and sectors - with room for local knowledge, humanity, and system change.

‘A future-proof living environment does not happen by itself. It calls for vision, cooperation and choices that recognise the connection between people, nature and society - at every scale.’

Madelein van der Velden Environment

Health as a starting point

A healthy indoor climate and environment that invites you to move, meet and relax contributes to physical and mental health. Healthy living starts with a healthy environment.

Nature-inclusive space

Green roofs, flowery roadsides, permeable squares and nesting spaces are part of a resilient city. Nature-inclusive design strengthens biodiversity and improves the quality of life for people and animals.

Designing and deciding together

A living environment means bringing results to dialogue. Stakeholder management and participation should be a natural part of design, decisionmaking and implementation - with attention to diversity and inclusion.

Communication as public value

Clear, inclusive communication makes complex tasks comprehensible. It provides room for dialogue, connection and shared responsibility.

Room for renewable energy

The energy transition is changing the landscape. A sustainable layout takes into account energy generation, storage and savingin a way that does justice to people, environment and surroundings.

Steering with knowledge and data

Insight into outcomes enables better choices. By monitoring and learning from what works, policies can be adjustedsubstantiated, transparent and accessible to all stakeholders.

Colophon

EDITORIAL

Isabel Boerdam

Floor Boonstra

Linde Goedhart

Pascal Kuipers

Jolijn Nellestein

Josine Pereboom

Jack Templeton

DESIGN AND ART DIRECTION

Diëlle van Dijk

Dennis Hulst

Lisa Luijendijk

Carlotte Mos

Chanouk Wagner

PRINTING

Opmeer drukkerij, Leiden

CONTACT

Zeestraat 84 2518 AD The Hague

The Netherlands info@schuttelaar.nl +31 70 318 44 44 schuttelaar-partners.com

Schuttelaar & Partners, Adviesbureau voor Maatschappelijke Communicatie B.V. is a private limited company (Chamber of Commerce number: 27155167) and operating company of Healthy World Cooperation U.A.

The head office is located in The Hague, the Netherlands. In addition, Schuttelaar & Partners has offices in Wageningen and Amsterdam, the Netherlands, and Brussels, Belgium.

Over the past 10 years, we have completed more than 4,000 projects for over 900 clients.

We were the rst Dutch consultancy rm to become a B Corp.

This magazine partly uses AI-generated images as a visual complement to the theme of ‘future-proof’ and to illustrate its creative potential. AI

Our earlier slogan was: Science, Society, Sense. This is still symbolised by the three rings in our logo.

In the beginning, we carried out news monitoring manually: newspaper clippings were faxed to the client before ten o’clock in the morning. Hard to imagine now!

We always serve vegetarian lunches at the o ce, and our events are vegetarian too.

We have a huge gong at the o ce that sounds with every success. Now it’s also digitised: BOOOOING.

We have eight di erent nationalities across our team: Belgian, Bulgarian, German, British, Italian, Dutch, Polish and Romanian.

Our oldest partner is 62 and the youngest is 35. The partner group consists of seven men and three women.

THANKS TO Abel, Ad, Alice, Amber, Angela, Annabel, Annemiek, Arzien, Ayza, Bas, Bea, Bram, Bregtje, Carla, Dagmar, Daniëlle, David, Debbie, Denise, Doutzen, Edwin, Elisa, Elka, Fairouz, Felix, Fleur, Frédérique, Gerard, Gerben, Harry, Hidde, Inge, Inge, Irene, Iris, Ivo, Jade, Jelle, Jennifer, Jessica, Jody, Joëlle, Johanna, Joost, Jordy, Joyce, Judith, Just, Justin, Karin, Katja, Kim, Kim, Laura, Laurie, Leon, Linde, Linda, Lisa, Loïs, Lorena, Madelein, Malou, Marcel, Margo, Margot, Margot, Marjolein, Mark, Marlijn, Matthias, Maud, Michiel, Mike, Monique, Nicole, Niels, Noa, Noëlle, Pawel, Peter, Philipp, Ricardo, Richard, Rob, Robin, Romy, Ronald, Roos, Rozemarijn, Ruth, Sake, Sanne, Sanne, Stefan, Steven, Suzanne, Tamar, Tessel, Thijs, Tijmen, Vashendriya, Veerle, Victor, Wido, Willem, Wing Long, Wisse, Ynske

THANK YOU. THANK YOU.

THANK YOU. THANK YOU. THANK YOU. THANK YOU. THANK YOU.

THANK YOU. THANK YOU.

THANK YOU. THANK YOU.

THANK YOU. THANK YOU. THANK YOU. THANK YOU. THANK YOU.

THANK YOU. THANK YOU.

THANK YOU. THANK YOU. THANK YOU. THANK YOU. THANK YOU.

THANK YOU.