Connecting the dots at VIV Europe


local farming

During VIV Europe 2022, HubOrange will present the Glocal Farming network concept with a selection of 11 local and regional brand concepts in which the producers themselves connect with the food sector in their own way.

“We give these concepts a platform that we shape with VIV and our network partners, as we do on a smaller scale at other international trade shows and events organized by VIV around the world: VIV Asia (Bangkok) , VIV MEA (Abu Dhabi), Poultry Africa (Kigali) and FarmFit (North West Europe), as well as VIV partner events in China, India and Vietnam,” says Noud Janssen, founder of HubOrange. He continues: “Our roots are Dutch, but the trends we have seen in recent years in the Netherlands can also be found in other countries around the world”.


The localization and regionalization of food production is a trend that has become clearly visible on many levels following the Covid-19 pandemic. At the macro level due to the global impact on global food supply chains, at the micro level due to the strong emergence of short circuit initiatives in the agri-food sector and at the micro level due to the growth of many new agricultural concepts.

Janssen: “The ‘support your locals’ sentiment has risen sharply, partly due to the nationwide focus on short channels. The Netherlands is at the forefront of this in the world. It starts locally, but by forming circular chains across the region, this trend can be translated into evolving concepts that can count on warm interest in terms of impact and exposure if the “whole world” can see how they take shape. “.

Showcase projects

One of VIV’s 11 flagship projects is the “circular egg” concept. “It’s a great example of what we’re trying to accomplish. In the concept of the circular egg, everyone involved had to learn to look beyond their own sphere of influence.

”…share the risks and rewards, and ensure a solid revenue stream for each partner…”

In the project, the leftovers from the restaurant are fed to the insects, the insects are fed to the layers and the eggs are returned to the restaurant: quite circular. Janssen: “The basic idea is quite simple, but having a truly sustainable business there is much more complex. For starters, you want to have a concept with some volume. So instead of a restaurant, you need a restaurant chain. Then you need a professional insect breeder and feed company that does all the nutritional work. Then diaper trusses, packers, and a marketing plan to mark the circular egg correctly.

According to Janssen, a program like this will not work if everyone is stuck on their own “island”. “It’s about working closely together, sharing the risks and rewards, and ensuring a solid revenue stream for each channel partner. Projects like this add value to production and sustainability. It would not survive a race to the bottom that we sometimes see in other parts of our industry.

Building together

HubOrange is well on its way to bringing its projects to fruition. “That’s not to say we haven’t seen partners eager to participate. The thinking process within your own “silo” of influence is deep, but, essentially, what we are trying to do is find answers to existential questions. What happens to our egg or our product? Where does my input material come from and what underlies it? »

Janssen is very positive about what he sees: “No matter which of the 11 concepts you adopt, you see partners who have stepped out of their comfort zone to build something together. It’s so fantastic to see how, by embracing an idea together, they begin a journey of discovery, a journey that we want to share with visitors to VIV Europe”.


Comments are closed.