Grab your Plant FWD badge, drop your coat and get a delicious coffee from our baristas. Start the day by creating new connections at one of our Network Tables!

A warm welcome to all of you, dear protein pioneers.

Sometimes we need to zoom out. Way out. Beyond market shares. Beyond protein targets. Beyond the next product launch. We need to remember our WHY. Louise Vet is here to do exactly that. As one of the Netherlands’ leading ecologists, former director of NIOO-KNAW and professor in ecology and biology, she understands nature like few others. And she’s not staying in the ivory tower. She brings ecological reality straight to politicians, boardrooms and the public debate.Her message? Biodiversity isn’t a “nice to have.” It’s the foundation. The prerequisite. The system holding up our plates. If we want a future-proof food system, we don’t just need better products. We need living soils. Thriving ecosystems. And the courage to act accordingly.Ready to reconnect the dots?

Let’s be honest. The debate got messy. Meat versus vegan. Farmer versus activist. Tradition versus future.And while we’re busy picking sides, the transition slows down. So what dynamics are actually at play here? Who benefits from the outrage? And how do we move beyond the moral boxing match — without losing sight of the goal? Because the goal is clear: at least 80% plants on our plates.

Tomas Baum is the go-to expert on polarization, trusted by ministers and global businesses alike. He breaks down the hidden mechanics of “us vs. them” thinking — and, more importantly, how to outsmart it.If we want large-scale adoption of all smart solutions, we need new strategies. Less shouting. More shifting.

Ready to step out of the fight and into real progress?

Be surprised how Balanced Proteins – aka hybrids or blends - are globally all around, as a means to mainstreaming a more plant based diet. Internationally representatives from retail, brands, meat and dairy industry share why Balanced Proteins - formerly branded as hybrids or blends -, after three decades trial-and-error, are now here to stay. Or not.....  Expect a mindblowing line-up from all corners of the industry, including: 

• Alice Pilkington - Principal Analyst at Mintel (UK)
• Arend Bouwer – CEO at Farm Dairy
• David van Dooijeweert - CSR Advisor at Jumbo Supermarkets
• Matthijs Nieuwkoop - Product Development Manager at Jan Zandbergen Group

Moderated by Tim Dale, Category Innovation Director at Food System Innovations (USA) and Jeroen Willemsen, Lead Protein Transition at Foodvalley.

Ten billion people by 2050. And we’re still using the majority of our agricultural land to feed animals instead of people. That math doesn’t work. If we’re serious about sustainability, organic and plant-based aren’t separate conversations. They’re the same strategic move. Fewer inputs. Healthier soils. More plants. Less pressure on land.

And here’s the good news: this “good marriage” doesn’t just tick climate boxes — it sells. In this session, we debunk myths about organic feeding the world (Yes, it can!), what happens when organic and plant-based reinforce each other and where growth opportunities lie. Expect a bubbly conversation with the Godfather of Organic: Volkert Engelsman, and a lively intermezzo of stop-motion artist, bean-addict and influencer Joeri Veul.

The UK has emerged as a leader in how the plant-based sector comes together to unlock growth. Successfully building and mobilising one of the largest global collectives of stakeholders - spanning suppliers, retailers, and change-makers. By sharing insights, co-creating initiatives, and aligning around a common commercial vision, the industry is moving faster, together. And results are already being delivered with the first being Meat Free Made Easy! Campaign, supported by 30 plant-based food brands and launched in major retailers including Tesco and Sainsburys reaching 10’s of Millions of people and now shortlisted for a prestigious Campaign Media Award.

This isn’t simple. It takes coordination, commitment, and a willingness to work beyond individual priorities. But with the right structure, shared data, and trusted leadership, collaboration becomes a powerful engine for growth. Indy Kaur, founder of Plant Futures, has been at the centre of building this approach, bringing diverse players into a more connected, aligned system. We’re all passionate about collaboration and Plant Futures is here to show us how to put that into action that drives real change. The question now is: how do we take this model further and what could it unlock in your market?

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Healthy soil rarely makes the headlines. But maybe it should. Because beneath every harvest lies a living ecosystem that determines the health of our crops, our food—and ultimately, ourselves. Want to understand the real foundation of the food system? Start with the soil.

In this session, two passionate insiders take you underground. A Frisian organic pioneer who has spent decades proving that farming can work with nature, and a soil expert who knows exactly what’s happening beneath the surface. Together they unpack why soil health shapes everything—from plant resilience to our microbiome—and why organic agriculture might just be the most logical path forward. Expect science, field stories, and a few bold opinions along the way. At one point they almost tried to rename Plant Based into Plant Beast. You’ve been warned.

This session is supported by the Municipality of Barneveld. Please note this is presented in Dutch 🇳🇱

During this live cooking session, Chef Milan La Roch—founder of St. Kilda Brussels and Fish Tank Brussels —takes the stage to put a new plant-based ingredient to the test. With knives sharp and pans hot, he’ll create a series of bold dishes showcasing Vertis™ PB Pea in action. Expect real cooking, real flavors, and a front-row look at how this next-generation ingredient delivers great texture, strong nutritional value, and clean-label simplicity.

Vertis™ PB Pea is designed to solve a challenge many food innovators know all too well: complicated ingredient lists. Developed by Meala FoodTech and brought to market globally by dsm-firmenich, this texturizing pea protein replaces multiple binding systems—like eggs and hydrocolloids—with one single ingredient. The result? Simpler formulations, protein-rich foods, and plant-based products that perform just as well in the kitchen as they do on the label. And yes—you’ll get to taste the results

Have a taste of the future! On The Market you can browse through the latest food innovations and the best plant-forward discoveries. You saw – and tasted – it first at Plant FWD.

In this extra-long session the latest developments in Balanced Protein ingredients and products are presented. From faba to chickpea, from mycoproteins to seaweed, from jackfruit to potato. With special attention for applying upcycled ingredients in Balanced Proteins. Following an exciting product launch, focus is on novel production techniques and ways of applying AI to efficiently scale Balanced Protein production and identify optimal ingredient-combinations.

Please note that this session continues until 15.30.

Curious what the future of food looks like? This is your fast-forward button. From a large pool of ambitious start-ups that applied to our Start-up Program, we’ve selected the ten most promising brands to take the stage. Bold ideas. Fresh business models. Serious transition potential. And you? You’re the audience that matters — investors, retailers, partners, decision-makers. Meet the frontrunners shaping what’s next in plant-forward innovation:

• Happy Plant Protein (FI) – Develops extrusion technology that converts local crops into scalable plant-protein ingredients.
• AgroSustain (CH) – Builds natural biological coatings that extend produce shelf life and reduce food waste in food systems.
• Favamole (NL) – Turns fava beans into creamy plant-based spreads as a sustainable avocado alternative.
• Tiba Tempeh (UK) – Produces fresh fermented tempeh foods bringing traditional fermentation to modern plant-based diets.
• Sea Sense (BE) – Transforms seaweed into nutritious and sustainable alternative-protein ingredients.

We will kick off this session with a short interview "How to fall in love with your investor" together with Grassa and their investor OostNL.

‍Please note that this session is hosted in collaboration with our partner OostNL

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Organic is slowly — but steadily — making its way onto healthcare plates across the country. And while plant-based is already on the radar of many institutions, organic might be the next strategic step. Not just for soil and biodiversity, but potentially for improving cognitive functioning in older adults. That’s a story worth exploring.

So what’s holding buyers back? Price pressure. Procurement structures. Perceived availability. The usual suspects. Scaling organic in healthcare isn’t just about conviction — it’s about contracts, logistics and long-term value.

In this session, we tackle the real barriers and the real opportunities. How do we move from pilot projects to structural adoption? And how can regional collaboration unlock both affordability and impact? Powered by Regio Foodvalley, this program dives into what it takes to turn ambition into implementation.

Please note this session is presented in Dutch 🇳🇱

In this extra-long session the latest developments in Balanced Protein ingredients and products are presented. From faba to chickpea, from mycoproteins to seaweed, from jackfruit to potato. With special attention for applying upcycled ingredients in Balanced Proteins. Following an exciting product launch, focus is on novel production techniques and ways of applying AI to efficiently scale Balanced Protein production and identify optimal ingredient-combinations.

Please note: this is the second part of the session that started during the previous round of break-outs. Walk-ins are welcome!

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Here’s something most people still don’t fully realize: processed meat is classified as carcinogenic to humans. Yes — in the same category as tobacco and alcohol in terms of cancer risk. And yet, it’s still business as usual on many plates. Strange, right? At the same time, plant-rich diets are proving to be one of the most powerful health interventions we have. They can significantly reduce the risk of heart disease, lower cancer risk, and even help reverse type 2 diabetes in many cases. That’s not fringe thinking — that’s evidence-based nutrition science.

No wonder healthcare facilities are starting to rethink what they serve. With experts Wendy Walrabenstein (CEO Plants for Health) and Patrick Deckers (Founder Caring Doctors), we explore how plant-forward menus are entering hospitals and care institutions — and how animal proteins are being replaced without sacrificing taste, nutrition or feasibility. Because if food is medicine, shouldn’t healthcare lead the way?

Everyone says they want more plant-based. So why is it still stuck in the “nice-to-have” corner? This is the core tension: what consumers say, what they actually buy, and what ends up on the shelf are often three very different things. So who’s really in control — the shopper, the retailer, or the system behind it?

In this panel, we go beyond the usual talk and into what actually moves the needle. With voices from Albert Heijn, Alpro/Danone, a leading behavioural scientist, and a bold new brand driving real sales, we unpack what works (and what doesn’t). Expect sharp insights, real numbers, and a conversation that doesn’t stay on stage — because the room is part of it.

Denmark didn’t just talk transition—they funded it. Paul Holmbeck takes you inside the Danish Action Plan for Plant-Based Foods: a €170 million push backing real farmers, real businesses, real change. Bottom-up, not top-down. And yes—it’s working. So what’s the secret sauce? Collaboration. Organic and plant-based joining forces to shape policy, unlock funding, and actually move the needle.

Expect concrete examples. The wins, the friction, the “why didn’t we do this sooner?” moments.And then: the Dutch reality check. Elise Bijkerk breaks down the new “More Plant-Based Action Plan” and what it means for our market. Spoiler: organic isn’t optional—it’s essential. Because if we want better plant-based… we might just need better systems behind it.

This session is powered by BioNederland

Everyone agrees the food system needs to change. The science is loud, the urgency is real, and plant-based innovation is moving fast. But strategy alone won’t move an industry. Transitions happen when people inside companies believe in the mission—and feel empowered to act on it. Rutger Rozendaal, CEO of The Vegetarian Butcher, runs a company that was built for this shift from day one. No legacy meat business to slowly steer in a new direction. Just a bold mission: make plant-based the new normal. From campaigns that mobilize millions to partnerships that shake up the value chain, Rutger shares what it really takes to scale a movement from the inside out. Expect honesty about the idealism, the growing pains, and the cultural glue needed to keep teams energized while the world around them changes.

Joining him on stage is Peter Oosterhuis from SOL, an organization working with more than 20,000 professionals across the food sector. She’ll zoom out from the company level to the industry level. Because the protein transition isn’t just about products—it’s about people. How do companies attract, develop, and retain talent while the sector transforms? And what kind of organizations will actually thrive in this new food system?

This session is powered by SOL

Revitalize yourself with a delicious coffee or tea and some delicious plant-based sweets before we head into the final part of day 1.

Two childhood friends from Sheffield. One big mission: put more plants on more plates. Fast.cHenry Firth and Ian Theasby—better known as the BOSH! boys—didn’t just ride the plant-based wave. They helped create it. What started in 2016 as a bold social media experiment exploded into the world’s biggest plant-based media brand, racking up billions of views and building a global community hungry for better food.

In this fireside chat, Henry and Ian share the story behind the phenomenon. From viral recipe videos and bestselling cookbooks to supermarket product lines and their own TV series, they’ve turned plants into mainstream culture. But what does it actually take to make plant-based irresistible to millions? Expect behind-the-scenes stories, lessons from scaling a global media brand, and plenty of ideas on how to make the plant-forward movement bigger, bolder—and way more delicious. 🌱

Imagine a drug that significantly reduces the risk of obesity, type 2 diabetes, cardiovascular disease, rheumatoid arthritis, osteoarthritis and even early dementia. A blockbuster. A global bestseller. Now imagine it comes with positive side effects instead of negative ones. That “drug” already exists. It’s called a plant-rich diet.

This PhD researcher is on a mission — driven by science, urgency, and yes, love. Determined to keep her husband, twenty years her senior, healthy for as long as possible, she turned evidence into action. Today, she’s knocking on boardroom doors, challenging healthcare norms and making fact-based pleas for one of the most underutilized health interventions we have: more plants on our plates.

If food can outperform pills, what does that mean for the future of pharma — and for us?

Look back on an inspiring day with new and existing friends while enjoying a drink and delicious plant-based snacks.