Fresh Ventures program

In November, I joined the Fresh Ventures Studio program in Rotterdam, an accelerator tackling one of the biggest challenges in food and agriculture.

Here’s what I’m learning.

I used to be quick to jump to solutions or what I (naively) thought were simple fixes to transition to regenerative agriculture.

But the more I learn about our current food system, the more I understand why things are the way they are. Governments, farmers, food manufacturers, retailers, and consumers all have valid reasons for the choices they make—though some have been more effective at advancing their own agendas.

So, how do we get unstuck and create a better and regenerative future?

The first part of this program is all about diving deeper into the problem:
– Visiting farmers
– Talking to impact entrepreneurs,
– Diving deep with food industry professionals
– Brainstorming and sharing ideas with the other 25 amazing participants
– Doing a lot of reading and research

My specific focus has been on exploring how consumer food brands can drive the adoption of regenerative agriculture, whether by supporting existing brands or building new ones (or both!).

We’re only one month into this 3-month program, and my head is already spinning with ideas 😅

To be continued…