Nieuwe Vroenten: A Taste for Change

This was the central theme during the design session “New Harvests: A Taste For Change,” organised by the Embassy of Food in collaboration with and during the International Architecture Biennale Rotterdam (IABR) on July 10. The session focused on a project of the same name, initiated by Jaap Korteweg, in collaboration with Peter Veenstra of Lola Landscapes and Lisa Olsthoorn of P2. This plan, which is set to be realized, envisions a future where housing, nature, sustainable energy, and food production coexist. One of the key pillars is that this cooperative living model will not only be fully circular and energy-neutral but also self-sufficient and entirely plant-based. This frees up space that would otherwise be used for animal production, allowing it to be allocated to nature, recreation, or housing.

A new approach

“By looking at the potential of plant-based food from a spatial perspective—what it contributes to the livability of our environment, rather than focusing on restrictions on what you ‘can’ eat—the discussion about transitioning to more plant-based food is being approached in a new, positive way. It literally creates space in the conversation about plant-based food,” said Barbara Vos, creative lead of the Embassy of Food.

The enthusiasm and expertise of the participants—consisting of food and agriculture experts, policymakers, entrepreneurs, designers, architects, changemakers, and future residents—underscored the need for different choices for a better living environment. There was a call for a shift from the role of consumer to a cooperative society where responsibility lies not only with farmers or construction companies but with the collective. Led by IABR director Saskia van Stein, the necessary roles, words, and frameworks to bring this ambitious project to life were discussed.

Nederland Veganland

Joran Lammers, one of the researchers behind the Netherlands Veganland study, introduced the group to the possibilities and benefits of a completely plant-based food system. Together with his team, he explored what our landscape would look like if we no longer raised animals for food production and whether we could produce enough plant-based food to feed everyone in the Netherlands.

The findings were surprisingly positive. It turns out that it is quite possible to grow enough plant-based food on our fertile farmland to feed twenty million people. This not only provides sufficient food but also solves several societal issues and leaves space for other purposes such as nature and recreation. Lammers emphasized that this scenario shows that a fully plant-based diet is achievable and financially viable. It serves as a “what if” thought experiment, offering a new perspective on spatial planning and the future of our food system.

“A Utopia? No, our best option”

Jaap Korteweg and Peter Veenstra, the next speakers, challenged the participants to move from the thought experiment to a concrete plan. “Many people are worried about the future, but with this project, I want to show that a hopeful future is possible if we make different choices,” said Korteweg. The project covers 1,000 hectares where organic strip farming, sustainable energy, and space for nature shape the landscape. Landscape architect Peter Veenstra focuses on the design of the landscape where nature and habitation blend seamlessly, with farms, wind turbines, and homes in a green setting. The area will be completely CO2-neutral, energy-neutral, calorie-neutral, and animal-free. This means that sustainable energy solutions, such as wind turbines and solar panels, will coexist with natural landscapes and human habitation without negatively impacting the environment. Additionally, Sanne Groot Koerkamp and Job de Lange from Rabobank are also involved to not only calculate what the crops can yield but also how this project can lead to new revenue models for farmers.

The power of words

While the research is important for the realisation, it is equally important to effectively engage and inspire the people, the future residents, to embrace the plan. This also requires a different way of living than what we are perhaps accustomed to. Word choice is crucial in bringing about changes. Anna Louise Peeters, an industrial designer and PhD researcher at TU Delft, provided insights into the power of framing. She emphasized how terms like ‘vegan’ and ‘animal-free’ often provoke resistance, while terms like ‘traditional’ and ‘affordable’ appeal to a broader audience. Led by Peeters, participants discussed which language and frames can help make the project more inclusive and appealing, reduce resistance, and increase enthusiasm.

The movement’s organogram

The session concluded with designer Katinka Feijs mapping out what new values and rules of life we can create to bring this project to life and who feels called to participate. This resulted in the ‘Organogram of the Movement,’ to further shape their new vision of a self-sufficient and sustainable living-working landscape together with the initiators of New Harvests. The input from all participants contributed to this dynamic and multifaceted representation of the New Harvests project, showing that this future is achievable through the joint efforts of residents, farmers, and policymakers.

Towards a Sustainable Future Together

The design session provided valuable insights into how housing, food supply, and nature can be intertwined to offer a completely different perspective on the future of spatial planning and our food system. “The innovative approach to living, working, and eating that ‘New Harvests’ represents requires bold steps from policymakers to make these revolutionary changes a reality,” said Janny van der Heijden, food transition strategist at the Province of North Brabant and session participant.

“We want to showcase this year at the Embassy of Food with the theme ‘The Plate of 5 to 12.’ By highlighting various transition paths from a different perspective, we aim to provoke different thinking about the future of our food system. By asking different questions, we want to show that the alternative future has already begun and what it means when certain choices are made: what do we leave behind, and what do we gain? In doing so, we transcend the current obstacles and demonstrate through the power of design that things can indeed be different,” said Barbara Vos.

The Wheel of Five to Twelve

A next phase of the model and organogram will be presented during Dutch Design Week (DDW) as part of the exhibition “The Wheel of Five to Twelve” by the Embassy of Food. Want to stay updated on everything happening during DDW? Sign up for the newsletter, visit the Embassy page, or contact us.

For more information about the ‘Nieuwe Vroenten’ and the research Nederland Veganland, click on the links.