Realization WFC Experience starts


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.
Leading experience
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.
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We will keep you informed

We will keep you informed

WFC Development and the municipality of Ede are happy to keep you informed of the progress, including through a monthly newsletter and social media.
The project office of WFC Development is housed at the future location of the World Food Center on one of the former barracks in Ede, in the Frisokazerne. Visitors are welcome here - by appointment - to be informed.
World Food Center Development BV (a collaboration between Green Real Estate BV and Van Wijnen Groep NV) is at the helm of the development of the World Food Center. Field manager Harry Veldhuis and CEO Cees van Bemmel are your contact.

Food Unplugged inspiring preview-you

WFC on Food Unplugged

On June 24, the future WFC site was already buzzing with food activities. More than six hundred professionals attended the Food Unplugged festival, with workshops, presentations and tastings about honest, unadulterated food. The World Food Center was one of the partners. Johan Weijland, alderman of Ede, held a flaming speech in plenary about the necessity and the development of the WFC. A photo exhibition in the adjacent forest showed visitors what the WFC will look like and how this fits into the food policy of the municipality of Ede. The visitors from business, government and knowledge institutions were able to indulge in culinary curiosities such as Schiphol goose, botanical gastronomy and edible Van Gogh paintings. Food Unplugged is an inspiring foretaste of the many events that will be organized in and around the WFC.

Inspiring location to work and meet

WFC helps starting food companies on their way

For the Dutch economy, it is vitally important that there is a constant growth of new start-ups. That does not happen by itself. Many young entrepreneurs may have good ideas or perhaps a nice product or service, but that is not enough. Often there appears to be a need for a good network of potential customers, financiers (investors) or knowledge suppliers. Or an inspiring location to work, meet each other or invite customers. That is why a feasibility study is currently examining whether the WFC site would be a good place for young food companies to grow and thrive ('incubator'). This is being discussed with a large number of parties, including existing food companies, educational institutions in the region and, of course, starters themselves. This study will be completed this summer. The client is the municipality of Ede. The study is carried out by Food Valley NL and StartLife.
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