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.

Bart Brandsma 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
• Jeremy Kay - Cofounder at Spare Food Co (UK)
• 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, suppliers and retailers share real-world insights from the shelf. What happens when organic and plant-based reinforce each other? Where are the growth opportunities? And how do you position this combo without confusing the consumer?

Less trade-off. More win-win. Ready to make sustainability your strongest sales argument?

The UK may not top every European ranking for plant-based retail success. But here’s what they did get right: they stopped acting like competitors first and transition partners second. Suppliers, retailers and campaigners joined forces, shared insights, co-created campaigns and aligned around a bigger commercial vision. Not simple. Not frictionless. But organized.

Because let’s be honest — getting retailers and suppliers to move in sync is like organizing an Indian wedding. Many stakeholders. Big personalities. Endless details. And if no one orchestrates it, it turns into chaos.Enter Indy Kaur, founder of Plant Futures. As one of the key orchestrators behind the UK’s coordinated approach, she shares what it actually takes to align a sector: structure, shared data, trust — and leadership. The question is simple: could this work in your market?

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.

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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.

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?

Brands try to manufacture buzz. Influencers build culture. They know how to spark desire, create momentum and turn a passing trend into a daily habit. So when does hype flip into a new normal? And how do you make sure your brand rides that wave instead of wiping out?

In the plant-forward transition, attention is leverage. This session is a fast-paced deep dive into design, storytelling and digital strategy — packed with real cases and ready-to-use tactics. Because if we want millions to shift, good products aren’t enough. We need momentum that sticks.

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

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.