|The realization of the World Food Center (WFC) in Ede is rapidly coming closer now that WFC Development, Wageningen University & Research, the business community and the government have taken the next step. They give the green light for the concrete elaboration of WFC Experience. In this experiential world visitors come to know everything about food in a creative and inspiring way. The well-known American BRC Imagination Arts leads the development on behalf of the parties involved. Today, Albert Heijn, Scelta Mushrooms, DSM, Wageningen University & Research, Albron, Ede municipality, Gelderland province and WFC Development have signed an agreement to this end.
In WFC Experience the complete story about the food value chain is told. Visitors experience how food is produced, processed, transported and eaten. Health and sustainability in relation to nutrition are important themes. The experience center offers a creative experience with space for education, science and entertainment. Visitors, expected to 200,000 to 300,000 per year, can smell, feel, taste and undertake.
"What we are going to do now is completely new. The Netherlands is a front runner and leads the way in the international agrofood sector. In an iconic location, in the middle of the Food Valley, companies, knowledge institutions and governments make our agrofood sector visible. Everyone can see and experience that ", says Cees van Bemmel, director of WFC Development.
BRC Imagination Arts is engaged to develop WFC Experience. This is a reputable agency worldwide that creates great experience concepts for well-known brands, companies, governments and cultural organizations. The agency has repeatedly designed the American pavilion at the World Expo. Now she goes to work for WFC Experience to present the story about the food value chain in an uncolored and honest way. WFC Experience will be a place where the Netherlands presents itself as a global leader in the agro-food sector. The realization of the first phase of WFC Experience will start in the third quarter of 2017.
Creating and sharing knowledge
In WFC Experience visitors can also participate in research programs. This is an initiative of five universities (Groningen, Maastricht, Nijmegen, Utrecht and Wageningen) in consultation with TiFN, the Food Alliance and the Food and Cognition research program (in formation). The goal is to make an important contribution to the development and optimization of healthy and sustainable foods. There are four themes: health, consumer behavior, co-creation and a sustainable and safe food chain. The research is promising because it forms a bridge between, among other things, the agro-food sector, behavioral sciences and the medical world. Moreover, with the strong flow of visitors, there is a chance to cooperate with larger numbers of people.
Business takes part
The BRC Imagination Arts team starts the development vision at WFC Experience in January. It determines how the world of experience will ultimately look like. This is done in close collaboration with Albert Heijn, Scelta Mushrooms, DSM, Wageningen University & Research, Albron, Ede municipality, Gelderland province and WFC Development. These are the first parties that have signed an agreement today on the site where the experience center is being established. More parties are expected to join.
Alderman Johan Weijland of the municipality of Ede: "As a municipality, we are proud that concrete steps are now being taken and companies are committing themselves. We are not the leader in the field of food for nothing. And now that the WFC has even been included in the National Food Agenda, the World Food Center can only be a great success. "Deputy Bea Schouten of the province of Gelderland:" WFC Experience will be the international meeting place for the agro-food sector. A world of experience where consumers, producers and researchers interact with each other in an interactive way. By smelling, feeling and tasting you will soon find out everything about food. It's great that the business community is also putting its weight on this. "
The WFC is an initiative of WFC Development BV (a collaboration between Green Real Estate BV and Van Wijnen Groep NV), the municipality of Ede, Wageningen University & Research and the World Food Centers Foundation.