Agrifood Forward
AgriFood Forward is a collaborative research project by HAN's Center of International Business Research (CIBR), supporting sustainable innovation in the Dutch agri-food sector by connecting global developments with regional practice.
About the project
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, personalised nutrition, and digitalisation 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.
Background
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.
Objectives
AgriFood Forward aims to strengthen collaboration between research, business, and policy stakeholders to support sustainable innovation in the agri-food sector. The project investigates international agri-food trends and translates them into actionable insights for regional companies. It connects global knowledge with local practice, helping organisations adopt circular and low-impact business models that reduce environmental footprints and enhance competitiveness.
By linking international developments to regional initiatives, AgriFood Forward fosters collaboration, dialogue, and learning across research, education, and the broader business community.
Approach
AgriFood Forward combines applied research with regional collaboration and student involvement. 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. The team proposed a new platform business model integrating sustainability and entrepreneurship, contributing to the broader goals of the project.
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. Through this collaborative approach, AgriFood Forward strengthens the link between research, education, and businesses, generating practical impact both within the region and across international networks.
Expected results
AgriFood Forward delivers knowledge, tools, and connections that strengthen the regional agri-food ecosystem and contribute to the international positioning of Dutch agri-food innovation.
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
Partners
AgriFood Forward brings together regional and national partners committed to innovation and sustainability in the agri-food sector.
The project is carried out by the Center for International Business Research (CIBR) at HAN University of Applied Sciences, in collaboration with:
- Oost NL
- GO4EXPORT
- FoodValley NL
- 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.
Contact
Project leaders: Amir Moradi & Martin Ruivenkamp
Email: researchcenter.isb@han.nl