Agrifood Forward

AgriFood Forward explores how international agri-food trends can help Dutch companies accelerate sustainable innovation. Led by researchers from CIBR, the project works with regional partners to translate global developments such as circular agriculture, personalized nutrition, and digitalization into practical insights for the Dutch agri-food sector. Through applied research and collaboration with businesses, policymakers, and educators, AgriFood Forward supports the transition towards a more resilient, competitive, and environmentally responsible agri-food ecosystem.

The Dutch agri-food sector faces increasing pressure to balance economic growth with environmental and social sustainability. Climate change, resource scarcity, and shifting consumer expectations are reshaping how food is produced and distributed.

To address these developments, AgriFood Forward was launched as a collaborative initiative aimed at strengthening the regional agri-food ecosystem. The project explores how global innovation trends can support regional development and connect local producers to international opportunities.

Building on earlier collaboration between HAN and regional partners, the project analyzes international developments such as sustainable agriculture, personalized nutrition, digital transformation, and food traceability. Comparing good practices from leading agri-food countries helps Dutch companies identify opportunities for sustainable growth and remain competitive in global markets.

Researchers from CIBR work closely with local companies and regional organizations to analyze sustainability trends, test ideas in practice, and translate findings into tools that benefit both business and education.

Students of the International School of Business contribute to the project through practice-based research assignments, connecting classroom learning with real-world challenges in the agri-food sector. Recent student projects have explored marketing and innovation strategies for regional agri-food platforms. Additionally, students designed a strategic marketing plan for our partner FoodX to position the Netherlands as a leader in sustainable and innovative agri-food.

A key activity within AgriFood Forward has been the World Café: Agri-Food Forward, an interactive dialogue event where the research team brought together professionals, policymakers, and researchers to exchange ideas and co-develop solutions.

The project contributes to:

• A framework of sustainability indicators relevant to regional agri-food innovation
• Enhanced collaboration between businesses, policymakers, and researchers
• Practical recommendations for companies seeking to integrate sustainable business models
• Insights and follow-up actions generated through the World Café: Agri-Food Forward
• Student-driven projects connecting research outcomes to education and community learning

AgriFood Forward brings together regional and national partners committed to innovation and sustainability in the agri-food sector.
The project is carried out in collaboration with:

• Oost NL
• GO4EXPORT
• FoodValley NL
• Rabo Partnerships
• FoodX
• De Streek op Tafel

These partners contribute expertise, data, and connections within the regional ecosystem, supporting both research and the practical implementation of sustainable solutions.

Project leaders: Dr. Amir Moradi & Dr. Martin Ruivenkamp
Email: researchcenter.isb@han.nl