“The WFC Experience is a great project that not only makes visitors aware but also gives the area an economic boost, in addition to what is happening in Wageningen. With the WFC Experience we put everything that is happening here in the Foodvalley on the map once again. We asked him for his opinion about the World Food Center and the involvement of the province of Gelderland.
WFC Experience meets needs
“Attention to our food and where it comes from is important. Just like ensuring that there is enough food in the future. For that you have to look at where in the world food production is possible. We are blessed in the Netherlands with healthy soil and a good climate. This means that we must contribute to food production here. Not only for ourselves, but also for others. "
"We want to make people think with the WFC Experience," continues Drenth. “Having enough food is not normal everywhere in the world. A loaf or a pack of milk does not roll out of the factory like that. Be aware of where your food comes from and that you have to pay a fair price for it. If we want agriculture to produce food in a different, sustainable way, then that starts with what we as consumers demand. And that again depends on what we know and feel. "
“Food and agriculture are important sectors for the Gelderland economy. The World Food Center confirms our leading position. "
One of the strong points of the WFC Experience is that it focuses on consumers and food. Drenth: “It is new and unique. It puts Gelderland on the map as a food region, nationally and internationally. In addition, it is nice that so many come together: business, government, education, research and the ordinary consumer. This is the first time that we have been doing this, so it is always exciting what it will look like. "
“The World Food Center must really be the calling card of our knowledge and expertise in the field of food. But the greatest opportunity lies in involving consumers in the food issue. And for me, that includes the discussion about the climate. "
Food and agriculture important for Gelderland
“Food and agriculture are important sectors for the Gelderland economy. We also have a world-class knowledge institution with Wageningen University & Research. We want to ensure that this region continues to lead the world. "
“Gelderland has been involved in the plans for the World Foopd Center from the very beginning. By bringing the Experience into an independent foundation, the province will be a little more remote. That was deliberately chosen. It is not up to us as a province to set up and exploit an Experience. But because of the importance we attach to the Experience, we have made sure that our interests are also taken into account in further development. In this way we will certainly continue to send in the next three years, in good consultation with the Foundation. With agreements that are laid down in, for example, the subsidy conditions and the articles of association of the Foundation. In addition, we have confidence in the Advisory Board, which advises us solicited and unsolicited, just as in previous phases. The Advisory Council is the guardian of the ideas to which we as a province have committed ourselves. ”
Food adventure promotes healthy and sustainable food
Ede, March 22, 2019 - Nyou this week the municipality of Ede, after the Province of Gelderland, has determined its financial contribution, the realization of the World Food Center Experience has officially started. From 2022, this educational food attraction is expected to take 330,000 visitors on a personal food adventure every year. In this way they become playfully aware of all aspects of our food and of the consequences associated with the choice of daily food. Organizations from the business community, government, science and education are involved in the development of the Experience.
We live in a time where we have become increasingly distant from the production of our food. At the same time there are major challenges such as overweight, hunger and climate change. The World Food Center Experience brings people into contact with the way food is produced and consumed worldwide. The World Food Center Experience lets people experience the impact of food on their bodies, how the food chain works, what the national and international food challenges are and how our country can contribute to solving them. All this in an exciting, attractive and fascinating way, making the World Food Center Experience not only a fun outing for the whole family, but also encouraging people to opt for healthy and sustainable food.
In recent years, the municipality of Ede, Province of Gelderland, Wageningen University & Research and WFC Development have worked on the concept and development of the World Food Center Experience. From the start there has been close collaboration with companies such as Albert Heijn, Rabobank, DSM, FrieslandCampina, KeyGene, Nestlé and Scelta Mushrooms. The World Food Organization of the United Nations has also been involved in the development of the Master Plan for the Experience. Leisure specialists have ensured a high fun factor of the attraction. Various social organizations support the initiative and participate in the elaboration of the ideas and plans. An independent Advisory Board, with representatives from different parts of the food sector, has approved the concept of the Experience.
Strong business case and financing
The concept of the Experience was designed by the leisure experts of BRC Imagination Arts from Los Angeles, who previously designed the successful Heineken Experience in the Netherlands. In addition, the plan has a strong financial foundation. The business case is based on a financially sound operational model, tested by the leisure development partners (LDP) agency specialized in attractions. The financing is made possible in part by a contribution of € 17 million from the province of Gelderland and € 6 million from the municipality of Ede.
In addition to consumers, the World Food Center Experience also has a business target group. It will be the central meeting place for international delegations who visit the Netherlands to show the pioneering role of our country in agri-food, and to stimulate new partnerships and innovation.
The next step in the realization of the World Food Center Experience is the establishment of a foundation that will be responsible for the development and realization of the content and the building of the new attraction. In addition to the content, the form and fun factor of the WFC Experience are also important to guarantee the experience.
The WFC Experience is part of the World Food Center that is developing into the food meeting place of the Netherlands, right next to the Ede-Wageningen intercity station and close to Wageningen University & Research. The Ede-Wageningen area is the knowledge heart of the Foodvalley and a growing top location for innovative companies and institutions in the field of agri-food.
Comments and Quotes
Deputy Bea Schouten from Gelderland: “We believe that the World Food Center will flourish in a good way. It will be a fun, attractive experience that contributes to good food awareness. People mainly enjoy it, but it also contributes to national and global food issues. The place to be when it comes to food! "
Alderman Leon Meijer van Ede: “I am proud that with these decisions we can start the realization of the WFC Experience. I am already looking forward to seeing how children, parents, grandparents, but also international delegations enjoy the discovery journey that the Experience offers. The WFC Experience is also a boost for the economy and employment in Ede. In order to provide the more than 10 billion people on our planet with enough food in 2050, we must all change our eating habits drastically. The demand for healthy and sustainable food for everyone is increasing. In the WFC Experience you learn more about this in a fascinating way and you go on a true food adventure. With our integrated food policy, the location of the Experience here in Ede is a logical choice. ”
Anita Scholte at Reimer, responsible for Quality Assurance & Product Sustainability at Albert Heijn: “In order to be able to offer our customers healthy, tasty and sustainable food day in day out, we work closely with the entire food chain. We can make that chain beautifully visible in the WFC. A great place to show the general public where our food comes today and how there is plenty of innovation ”.
Raoul Bino, Managing Director of the Agrotechnology & Food Sciences Group (AFSG) of Wageningen University & Research: “For WUR it is evident that the Netherlands with its globally leading agri-food sector has an important responsibility to contribute to availability worldwide with knowledge and technology of sufficiently healthy and sustainably produced food. The World Food Center is a unique opportunity to establish an important junction for Dutch agri-food just a stone's throw from WUR.
TRudy Wijnhoven (Nutrition Officer) and Rosa Rolle (Senior Food Systems Officer) of the World Food Organization of the United Nations (FAO), following the Master Plan: “The WFC Experience is about to promote sustainable food production and consumption. Plus it underlines the fact that food should not only be seen as a raw material, but should be valued as essential in the much broader impact that nutritional values have on people. "
Klaas Cuperus, RSA / QA / Co-manufacturing manager Nestlé Benelux: “Feeding the world population in a sustainable way, requires not only product innovation, but also changes in our consumption pattern. This is necessary to waste less food and make healthier choices. The WFC can and will play an important role in the transfer of knowledge and we at Nestlé also want to take our responsibility in this. "
Bas Roelofs from FrieslandCampina: “As an internationally operating Dutch company, we want to do our bit for such a great initiative as the World Food Center Experience. In addition to an honest story about the importance of sustainably produced food and a sustainable diet, the World Food Center Experience also shows the significance of the agri-food sector for the Dutch economy and for feeding the world. ”
Provincial States of Gelderland make 17 million euros available for the World Food Center Experience (WFC Experience). This decision was taken on 27 February 2019. This has brought the arrival of this educational food attraction a step closer.
Accessible and educational
The proposal was adopted by a large majority in Provincial States (PS). The political groups of the VVD, CDA, D66, PvdA, GroenLinks, ChristenUnie and 50Plus voted for it. 'Anyone who always avoids risks is missing opportunities,' says Peter van 't Hoog (ChristenUnie).
Food, health, sustainability Deputy Bea Schouten: 'With this decree from the Provincial Council we can make a connection with food, health and sustainability.
And we bring the distribution of food in a fun, educational way to the attention of (young) consumers. Because there is so much to tell. '
On Wednesday, February 22, 20 state members of the Province of Gelderland paid a visit to the World Food Center. The WFC is one of the three image-defining projects of the province of Gelderland and comes next to the intercity station Ede-Wageningen at the barracks grounds Maurits Zuid in Ede. World Food Center
After a brief introduction by Alderman Weijland, the members of the state were informed about the state of affairs of the WFC. More and more people are interested in nutrition and sustainable food production. In the WFC, companies, consumers and knowledge institutions meet to create and share knowledge. In the presentation of Harry Veldhuis (WFCD), the three functions (experience, labs and innovation) of the WFC were extensively discussed. Post states responded very enthusiastically after the presentations. Research program Universities
The WFC offers partners of the program a unique opportunity to get in touch with large numbers of consumers and to carry out this consumer research together. Brenda Israel (Wageningen University & Reseach) informed the members of the state about the research program, in which science and consumer work together on the development of healthy and sustainable food. The program is an initiative of five universities (Groningen, Maastricht, Nijmegen, Utrecht and Wageningen) and the Top Institute Food & Nutrition. Latest state of affairs
Together with the participants Albert Heijn, Albron, DSM, Keygene, Scelta Mushrooms and Wageningen University & Research, municipality of Ede and WFC Development, BRC Imagination Arts started the design vision of the 'foodexperience'. BRC and LDP now start with the design and calculation. Specialized technicians, strategists, researchers, media specialists and designers go to work with the collected input. For the summer there is a renewed concept and new business case of the WFC.