June 6: Annual Congress Healthy Innovation

While the realization of the World Food Center Experience itself has yet to begin, we are seeing the WFC site increasingly filled with food-related activities and initiatives.

Completely in line with the objectives of the World Food Center to work on raising awareness about the role of nutrition, and promoting a more sustainable, healthier lifestyle, the second edition of the Annual Healthy Innovation Congress place on the WFC site. This time at the beautiful location of the Akoesticum, the national training center for music, dance and theater.

This year's congress, organized by Foodlog, is about sugar. Less sugar in products, lifestyle and environment. How can you achieve that as effortlessly, tastefully and healthily as possible?

Is sugar 'the new smoking', 'the new fat', or even worse: 'poison'?

Sugar is naturally the gasoline on which our engine runs; fat is the emergency battery. But sugar has developed in recent decades into a serious threat to public health. We get a lot with our food and drinks too much sugar inside. To completely ban sugar is to break the other side, but it seems undisputed that it has to be considerably less.

Triple perspective 
The conference deals with three main themes Healthy Innovation the issues surrounding sugar: the product itself, the food environment in which it is offered and the lifestyle of consumers.

Do it together
Confusion in science and media, distrust in parties with an interest, and the hesitant policy on nutrition and health call for an integrated approach to the complex matter. How do you manage that?

The government is making a coordinating effort with it prevention agreement. Supermarkets choose one food traffic light. Will it deliver what policy makers hope for?

In the World Food Center, the place for the food debate, Foodlog organizes the Annual Congress Healthy Innovation, to get the chain as a whole, including consumers and governments, in motion.

Look here for more information about the program and sign up.


"World Food Center is an excellent opportunity for agrifood sector"


Now that governments are taking their final decision on participation in the World Food Center Experience these months, it is good to also look at the companies that are participating in this initiative. Why do they participate? And what makes them so enthusiastic? Bas Roelofs of FrieslandCampina recently explained it to Provincial Council of Gelderland:

"Before I became responsible for FrieslandCampina Netherlands, I worked in the Middle East for 3 years. There you notice that in conversations around a traditional Dutch company such as FrieslandCampina product quality and reliability are no point of discussion. The good image of the Netherlands opens doors and sells our products. "

"Despite this good international quality image, we are often very modest about it as a country. In Dubai, modesty is not the first word that comes to mind. It is all about glitter and glamor. As extreme as there, that does not suit our Dutch sobriety. But we can learn something from it. "

"With the vision and ambition of the WFC Experience, we can show the world in a fun way where we as a small country are big. As a Dutch dairy company with a global playing field, we can contribute to this. "

Commercial role companies?
"Whether our contribution has a commercial purpose, or is part of good citizenship in Dutch society, we have not doubted for a long time. In the discussions around the World Food Center it soon became clear that it would be more logical for us - as well as for the other companies - not to do this for commercial reasons. So do not try to tempt as many visitors as possible with our brands on the façade to buy our products. None of those visitors is waiting for a commercial park where companies display their groceries. "

"So we mainly participate in the realization that we have a role to play in the Netherlands and to show that we, as a region and as a sector, have something beautiful in our hands. And that feels good. Our contribution to date is mainly in the input of knowledge and expertise. We are talking about a financial contribution to the World Food Center Experience. "

"In order to achieve the desired number of visitors and at the same time offer fun and education, we must focus on our knowledge, expertise and social involvement. As a whole sector tell the whole story, open and nuanced. Then the WFC Experience is a great sign for the Dutch agrifood sector and a place where we would like to take our visitors. "

Research on unexploded explosives


We are working hard on the WFC site! Excavators are plowing through the area and trucks with sand are coming and going. The area around the Mauritskazerne where the WFC Experience will be installed, will be prepared for future use. An important part in this is the detection and removal of non-jumped explosives (NGEs).

The Maurits-Zuid site where the WFC comes is part of the former barracks of Ede. From that historical function and the location right next to the railway, the location in the Second World War was regularly the target of English bombers. In preparation for the construction work in the coming years, the soil is now being released from explosives that have not been jumped.

Careful approach
Dealing with possible explosives requires a careful approach. After removal of the top layer such as street clinkers or bushes, special detection equipment is searched for 'disturbances'. If there is a suspicion of explosives, it is carefully excavated. In places where buildings are built up, a further excavation is detected after a meter of excavation. For example, it is looked at up to 3 meters deep or there may still be explosives.

No unnecessary luxury
That the search for unexploded explosives is not a superfluous luxury, agrees with junior project leader Wiard Ligterink of the Municipality of Ede: 'Last year a 500-pounder was found on the adjacent Maurits-Noord site. At the same time we can take other contamination with us. For example, oil and tar-like substances that used to be used as barracks in the past. "

We are going to experience it!

Why the WFC Experience will really touch visitors.

By Harry Veldhuis, WFCD Area Development

We are going to experience it together: the arrival of the World Food Center Experience. I know, the term experience is sometimes used in the house and in the wrong place, but in this case I really can not find another word for it. It will be a unique experience. A real experience. I dare to be so confident about that because I have the privilege to work with a large number of people here for a number of years.

Enthusiastic people, some visionary, others very socially involved and others very creative. I have seen the idea grow into a widely supported plan. Where our stories about food can really be experienced in order to make the difference.

The beginning: the challenge
Worldwide, but also in the Netherlands, there are major challenges in the area of food production and consumption. These challenges demand a broad approach with attention to the behavior of ourselves as a consumer. After all, our food choice makes the difference.

The Experience of the World Food Center wants to contribute to this by offering the youth a food adventure where you get a unique insight into the complex story of the food chain. The goal is to inspire you to consciously choose tasty, healthy and sustainable food every day.

'Touching the heart'

But how are you going to do that in such a way that it is much more than just an information center for food, a museum or an exhibition? This is only possible if you, as a visitor, are sucked into all those nutrition stories. BRC calls this 'Touching the heart'. It must touch your heart. Experience is pleasure and emotion. If you have experienced the food adventure, you will come out completely different than you went into it. An experience that makes so much impression that you want to come back soon for more and also because the themes change periodically.

It's about you
Because it's about you! Who you are, what you buy and what you eat. During a visit to the Experience, you will experience the impact of nutrition on your own body, how you get food on your plate, the global food challenges and the role the Netherlands plays in this. You experience these topics in different ways; with digital interactive elements, live presentations, theater performances, 3D media, and interactive physical activities. Experience playfully how our food comes on the plate and what choices you can make yourself to live a healthier and tastier life and thus contribute to a more sustainable food production worldwide.

BRC Imagination Arts
With such serious topics, it is of course very important to listen to the message and pack it. That is why we have hired one of the world's most experienced design agencies in the field of educational attractions. The Heineken Experience has also been developed by them here in the Netherlands. BRC knows exactly where fun and education reinforce each other and how you keep people interested. Both before, during and after the visit to the Experience. The ideas that we will now carry out will lead to a particularly lively attraction. A place where you can actually experience food.

We are going to experience it!

Harry Veldhuis,
WFCD Area development