Can gastronomy change the world? Mette Johnsen believes it can. As CEO of Spora, she’s on a mission to reshape the future of food by bringing science and culinary craft to the same table. Working across biosolutions, business innovation, and gastronomy, Mette catalyzes new solutions to global food system challenges—guided by one clear conviction: the food of the future must be good for the planet, good for our health, and always delicious.

Before co-founding Spora in 2023 with Rasmus Munk, Founder of Alchemist and Spora, Mette spent 14 years at Novozymes in commercial leadership roles spanning business building, alternative proteins, and customer co-creation. Today, she’s channeling that experience into accelerating a more sustainable—and flavorful—food future.

Indy Kaur is the Founder and CEO of Plant Futures, the UK’s leading organisation representing the plant-based food category. She brings together industry, retailers and brands to accelerate the adoption of plant-rich diets through cross-sector strategy, innovation and collaboration.

Through Plant Futures, Indy has convened more than 200 industry leaders across 90+ organisations and spearheaded the high-impact Meat-Free Made Easy! campaign. This pioneering initiative set a new benchmark for food marketing, uniting 30+ food brands and the UK’s leading retailers behind a single, powerful message to drive category growth and lower barriers to behaviour change.

With nearly 20 years’ experience in FMCG, including senior roles at Tesco, Nestlé, Mondelēz, Kerry Foods and Gü, Indy combines deep commercial expertise with a sharp understanding of consumer behaviour. Her work is focused on building the roadmap for a healthy, successful and scalable plant-rich food future—unlocking commercial opportunity through shared purpose and collective action.

25+ years in the protein transition — and still accelerating. Jeroen is widely known as the “Protein Commissioner of the Netherlands,” a title that reflects both his track record and his relentless drive to move the sector forward. As Lead Protein Transition at Foodvalley, he and his team focus on re-accelerating progress — including scaling the global adoption of Balanced Proteins, also known as hybrids or blends. His message is clear: the future isn’t plant versus animal. It’s smarter combinations that deliver benefits across nutrition, sustainability and taste.

Through his “Blends with Benefits” framing, Jeroen emphasizes the power of partnership — bringing together plant, meat and dairy stakeholders to create shared value instead of division. Collaboration over competition. Progress over polarization. At Plant FWD, you’ll see Jeroen in action across all four Balanced Protein Breakout sessions, connecting players, challenging assumptions and pushing the conversation forward. Because for Jeroen, the protein transition isn’t a trend. It’s a mission.

Louise Vet is Professor Emeritus of Evolutionary Ecology at Wageningen University & Research and former Director of the Netherlands Institute of Ecology (NIOO-KNAW), a role she held from 1999 to 2019. She is a member of the Royal Netherlands Academy of Arts and Sciences (KNAW) and internationally recognised for her pioneering research into multi-trophic interactions, knowledge that underpins more sustainable and resilient agro-ecosystems.

Louise Vet has dedicated her career to translating ecological science into action. She sees it as her mission to highlight the critical role of ecological knowledge in building a sustainable economy, engaging politicians, business leaders and society at large. She is a leading advocate of nature-based, integrated sustainability principles, spanning biodiversity, circularity and energy systems.

These principles are not only reflected in her research and governance work, but also in practice. Under her leadership, the award-winning NIOO-KNAW laboratory and office complex in Wageningen was realised as a showcase of integrated sustainability, earning the Gouden Piramide (Golden Pyramid) Award in 2012 for inspiring commissioning in architecture.

Today, Louise Vet is founder and chair of the Deltaplan Biodiversity Restoration, chair of the board of Urgenda, and a board member of Commonland, alongside advisory roles across policy and business. She also provides scientific advice to the European Commission through the European Academies Science Advisory Council (EASAC). Her contributions have been widely recognised, including being named number one in the Sustainable 100 by Trouw (2018), receiving a Knighthood in the Order of the Netherlands Lion, and an honorary doctorate from the University of Geneva.

Michiel Strijland is Business Development Manager at Invest-NL, where he is the know-it-all about the novel food investor framework that he co-wrote. Furthermore he focuses on financing and scaling up innovation in agri-food, biotech, and the protein transition. He works on developing new financing structures that enable growth, supporting shared infrastructure for scaling up, promoting knowledge sharing around new food technologies, such as novel foods, and strengthening collaboration throughout the chain. His focus is on bringing together public and private capital to bring sustainable innovations to market faster.

A sociologist with remarkable taste and fearless vision, he has transformed De Efteling — the theme park where everyone eats — into a true plant-first experience. With deep roots in the hospitality industry, he is an experienced culinary advisor known for creating innovative restaurant concepts and elevating the dining experience.

His expertise spans fine dining, catering, restaurant and hotel management, and food & beverage strategy, making him a driving force behind sustainable and forward-thinking culinary innovation. Before stepping into advisory roles, he honed his craft as a chef in renowned establishments such as De L’Europe and Apollo Hotels.

A bold thinker with both creativity and courage, he continues to shape the future of food — one plant-forward plate at a time.

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Volkert Engelsman is a pioneer of sustainable and regenerative food systems and the founder and former CEO of Eosta and Nature & More, Europe’s market leader in organic fruit. He is currently Chair of the Robin Food Coalition, a network of SME frontrunners accelerating the food transition through health, social inclusion and regenerative agriculture. After studying Business Administration at the University of Groningen, Volkert began his career at Cargill (USA) before choosing a different path—building a business model that puts transparency, ecology and fairness at the heart of global food supply chains. At Eosta, he has been a driving force behind the development of organic and regenerative agriculture, particularly in the Global South and tropical regions.

A defining element of his work is radical transparency. Every Eosta product carries a Nature & More QR code, giving consumers direct insight into the grower’s story and the product’s ecological and social impact. The underlying 5M sustainability model—Materiality, Measuring, Managing, Marketing and Monetising—has since become a guiding framework for the wider sector. Volkert is also a leading voice in redefining food economics. He initiated the True Cost of Food movement, translating the principles of full cost accounting into everyday business practice, and founded the Business Alliance for Regenerative Agriculture to accelerate financial incentives for ecosystem services. His international Save Our Soils campaign, launched with the FAO during the UN Year of Soils, mobilised hundreds of partners and global cultural leaders.

Recognised for his impact and leadership, Volkert has co-founded multiple purpose-driven food and agriculture enterprises and received numerous awards, including #1 in the Trouw Sustainability Top 100 and the King Willem I Award for Sustainable Entrepreneurship. His work continues to shape a food system that is regenerative by design, transparent by default, and economically viable at scale.

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Hanneke van Ormondt is a leading voice in the Netherlands at the forefront of nature-inclusive and circular agriculture. She is co-founder of Caring Farmers, a fast-growing movement of farmers committed to transforming the food system, with the shared goal of achieving nature-inclusive circular farming by 2030.

Alongside her work with Caring Farmers, Hanneke is co-director at Urgenda, where she specialises in agriculture and food system transition. She brings a strong advocacy background, having previously worked as spokesperson for Wakker Dier and as project lead at the AAP Foundation, combining activism with policy and systems thinking.

Trained as a biologist, Hanneke spent years in the field—tracking monkeys in the forests of Indonesia and following elephants in Cameroon. It was later, during an outbreak of swine fever, that she made a pivotal connection: the way we farm animals every day is deeply linked to biodiversity loss and wildlife protection. Since then, her work has focused on addressing this connection at its root—by transforming agriculture itself.

Wendy Walrabenstein is an economist, dietitian and researcher working at the intersection of health, behaviour change and the plant-based transition. After starting her career in banking, a personal curiosity about healthy aging became the catalyst for a major shift: she retrained in Nutrition & Dietetics and went on to work as a clinical dietitian.

Wendy earned her PhD researching the impact of a plant-based lifestyle programme for people living with arthritis, translating scientific evidence into practical interventions that improve quality of life. She is now the CEO and co-founder of Plants for Health, where she helps drive the adoption of plant-forward lifestyles through research, programmes and partnerships.

In addition, Wendy serves as President of PAN International (Physicians Association for Nutrition) and supports initiatives that connect human health with planetary health. Her work is driven by a clear mission: making healthier, plant-rich choices easier, more effective, and accessible at scale.

Michael Fox is the co-founder and CEO of Fable Food Co, a company on a mission to help people eat more mushrooms—not by replacing meat, but by making it work better.

Launched in 2019 in partnership with fine-dining chef and mycologist Jim Fuller, Fable began with an unconventional first customer: 3-Michelin-star chef Heston Blumenthal. Together, they pioneered new techniques for cooking and processing mushrooms that unlock deep umami, texture, and juiciness—qualities traditionally associated with meat.

Today, Fable’s products are served in more than 3,000 restaurants and retailers across Australia, the US, UK, Canada, and Singapore.

At Plant FWD, Michael will explore why the future of protein isn’t about choosing sides between plants and meat—but about balance. Drawing on real-world consumer behavior, taste science, and commercial realities, he’ll make the case for blended solutions—like shiitake-infused beef—that meet people where they are and actually change how the world eats.

Ananda Roy works with executive leaders at some of the world’s largest consumer goods brands and retailers to unlock the strategic drivers of category growth. With a sharp commercial mindset, he combines deep market understanding with Circana’s data and analytics capabilities, helping clients translate consumer behaviour into clear decisions and scalable growth strategies.

At Circana, Ananda leads conversations at the highest level on the forces reshaping European FMCG—from innovation and private label to sustainability and shifting demand. He is the author of multiple widely read thought-leadership reports, including Europe’s Innovation Pacesetters, Sustainability Matters: No Plan B, Private Labels: Hiding in Plain Sight, and Demand Signals, Circana’s bi-annual review of consumer goods performance.

A recognised industry voice, Ananda is a frequent keynote speaker at global food and beverage events, and his insights are regularly featured across major media including BBC, SKY, CNBC, and publications such as the Financial Times, Bloomberg, Reuters, Le Figaro and El País.

Before joining Circana in 2021, Ananda held senior strategy and commercial leadership roles across FTSE-25 consumer goods companies, consulting, and research—building a career at the intersection of brands, shoppers and market transformation. He holds an MBA from the University of Warwick and executive qualifications in Leadership, Innovation and Advanced Analytics from Harvard Business School, London Business School, and Cambridge University.

Dr Stacy Pyett is Program Manager at Wageningen University & Research (WUR), where she is strategically responsible for building and leading an impact-driven project portfolio at the intersection of agrotechnology and food science. She heads WUR’s Impact Innovation team, working closely with partners across academia, industry and government to accelerate food system transformation.

Stacy’s work focuses on scaling solutions for protein diversification, food loss and waste reduction, and climate-resilient food chains—turning scientific excellence into real-world impact. With a strong background in both research and collaboration, she plays a key role in translating innovation into programmes that can move the system forward.

Trained as a chemical engineer, Stacy earned her PhD at the University of Michigan and began her career as a research scientist at Campina, within the dairy industry. She later expanded her expertise into alternative protein sources as a group leader at NIZO Food Research. Over the past seven years, she has shifted her focus towards strategy and relationship management, first within the protein transition and now more broadly across the food system—connecting people, knowledge and ambition to drive lasting change.

Bart Brandsma is a leading authority on polarisation and social division in the Netherlands and Belgium. Trained in social and political philosophy, he began his career as a journalist and documentary maker before committing himself to a single, long-term mission: helping professionals understand and break through us-versus-them thinking.

Since 2005, Bart has been developing and refining the Polarization Framework, a practical and widely used approach that offers concrete guidance for navigating conflict, reducing tension and restoring dialogue. His work addresses one of the most pressing systemic challenges of our time: how polarisation undermines collaboration, trust and progress—across society, organisations and public debate.

For over two decades, Bart has worked with a wide range of audiences, from ministries, municipalities and the judiciary to journalists, educators, police forces, activists and multinational companies. He delivers international masterclasses and advises organisations across Europe and beyond, with experience ranging from Finland to Spain and from Northern Ireland to Ukraine, as well as in Cambodia, Myanmar, Lebanon and Tanzania.

Bart is also the author of Polarization: Understanding the Dynamics of Us-Them Thinking, a widely read book translated into multiple languages, including English, French, Spanish, Catalan and Korean. Through his work, he equips leaders and changemakers with the tools to move beyond division—and create the conditions for constructive change.

What if the next generation of protein grew like mushrooms — but powered the future of food? Thijs Bosch is making that real. As CEO of The Protein Brewery, a Dutch fermentation scale-up, Thijs is driving the scale-up of Fermotein® — a breakthrough mycelium-based ingredient packed with all essential amino acids, healthy prebiotic fibers, vitamins, minerals and bioactives. This isn’t just another protein. It’s the first novel mycoprotein ever approved by EFSA (Dec 2025), and it’s poised to hit the EU market in 2026. Along the way, The Protein Brewery closed a €30M Series B to accelerate impact at scale.

Thijs brings 20 years of food-ingredients leadership to the challenge. He’s led specialty ingredient businesses and joint ventures across Europe and has deep experience with venture investment and partnering with foodtech start-ups and scale-ups. Strategic, seasoned, and relentlessly driven. At its core, his work is about transformation: fermenting the tools we already have into sustainable ingredients that nourish people and planet. With Fermotein®, Thijs and his team are shaping a protein future that’s nutritious, innovative, and ready for market.

Founder. Organizer. Designer. Speaker. As the daughter of Willem van Eelen — one of the earliest pioneers of cultivated meat — Ira van Eelen carries more than a legacy. She carries over 40 years of history in the making. Known to many as the “daughter of the godfather of cultivated meat,” she has grown into a connector, advocate and catalyst for food system innovation in her own right.

Since 2017, she has translated that heritage into action: speaking, lobbying, organizing, researching and championing the urgency and potential of cultivated meat and future foods. Through KindEarth.Tech, she creates platforms where people can encounter — and embrace — the promise of an industry that is no longer futuristic, but already unfolding.

Ira believes every road counts in bringing cultivated meat to our plates — small, medium and large — and that farmers and agriculture must be part of the journey. As co-founder of RESPECTfarms.com and board member of Cellulaire Agricultuur Nederland, she works to ensure that transition is inclusive. For her, innovation is never one-dimensional — it’s systemic, creative, and deeply human.

What if hospitals prescribed food — by default? Patrick Deckers believes they should. As an orthopaedic surgeon and founder of Caring Doctors, Patrick is helping healthcare shift from treating disease to preventing it. Caring Doctors is a fast-growing NGO of healthcare professionals supporting hospitals and universities in making plant-based food the default option. Not as a niche. As the norm.

From his daily experience in the operating room, Patrick sees the impact of preventable non-communicable diseases — from obesity and type 2 diabetes to cardiovascular conditions, cancer and joint disorders. He is convinced that a predominantly plant-based food system can significantly reduce this burden and improve long-term health outcomes. Through advocacy, collaboration and practical implementation, he works to embed food system change directly into healthcare environments.

What does it take to make healthy, sustainable food accessible to everyone? For Lotte Sluiter, it starts with changing the conversation — and bringing more plants to the table. Lotte is Partner and Program Director of Plant FWD, where she curates the conversations that drive the protein transition forward. From chefs and farmers to CEOs, policymakers, and investors, she brings together diverse voices to explore how we can build a food system that is healthier, fairer, and more sustainable. Known for her sharp curiosity and ability to guide meaningful dialogue, Lotte creates spaces where ideas move, perspectives shift, and new collaborations emerge.

Alongside her work at Plant FWD, she serves on the advisory board of the Barth Misset Fund, supporting initiatives that improve livestock welfare. As a freelance moderator, researcher, and content creator, she works across the Netherlands on live food events and platforms ranging from NRC Media to De Voedselbank, always with the same goal in mind: accelerating the shift toward a food system that works for people, animals, and the planet.

Why do we say we want sustainable food—yet choose differently at the shelf? That question sits at the heart of Professor dr. Marleen Onwezen’s work. Trained as a social psychologist at Tilburg University, where she earned her PhD on emotions and sustainable consumer choices in 2014, Marleen bridges psychology and economics to understand what truly drives food decisions. At Wageningen University & Research, she serves as Theme Ambassador of Consumer Science and Expertise Leader, setting the research agenda for consumer behaviour. Since 2024, she holds a professorship in behavioural economics in enduring sustainable food choices.

Her work goes beyond theory. Marleen leads large-scale research projects exploring how consumer choices for sustainable and healthy food can be explained—and guided. From alternative proteins to emotions and social norms, she unpacks the invisible forces shaping everyday decisions. Beyond WUR, she plays a key role in the Dutch Scientific Agenda (NWA) as figurehead of Competent Consumers, serves on the scientific board of LVMH, advises the FoodEducationPlatform, and contributes to WUR’s core team on healthy and safe food systems.

What does it take to build a supermarket designed for a low-carbon future? For Anna, it starts at the core. As Head of Sustainability at Picnic Technologies, the digital-first food retailer with 20,000+ employees across the Netherlands, Germany, and France, Anna is embedding climate action, sustainable sourcing, and circularity directly into the engine of the business. Not as a side project. As strategy. From buying processes to platform development, she ensures sustainability is built into how Picnic operates, scales, and serves millions of customers.

Her perspective spans the full impact ecosystem. Anna helped shape global reporting standards at the Global Reporting Initiative (GRI) before moving into fast-growing private companies to build high-performing ESG functions from the ground up. Policy and practice. Frameworks and execution. She is also the author of How to Be a Chief Sustainability Officer, and a dedicated mentor, speaker, and lecturer—equipping the next generation of leaders to turn ambition into action.

What happens when a branding mastermind turns his focus to the protein transition? Momentum. Meet Marcel van der Heijden — co-founder of Plant FWD and a driving force behind its bold, future-facing identity. After more than a decade building digital advertising agencies and working with top 500 brands, Marcel knows exactly how to grow ideas into movements.

In 2020, he co-founded plant-based start-up Karma Kebab, stepping from storytelling into hands-on food innovation. Because for Marcel, the protein transition isn’t a trend — it’s one of the most powerful levers we have for transforming our food system and restoring balance with the planet. That belief led him to co-found Plant FWD in 2022 alongside Maartje Nelissen and Tom van Duijn. Since then, he’s been shaping the platform’s voice, visibility, and partnerships — building the brand, connecting the dots, and bringing the right people to the table. Marcel combines scaling expertise with a deep commitment to sustainability, ensuring Plant FWD doesn’t just host conversations — it accelerates change.

From Michelin-starred hospitality to driving the future of food systems — Maartje works at the intersection of gastronomy, entrepreneurship, and sustainability. She kick-started her career in sales and marketing at De Librije*, before moving into pastry, gastronomy, and concept development at de Bijenkorf HQ, where she helped create innovative food concepts and campaigns. After attending the Slow Food Youth Network Academy, her focus sharpened on the bigger question: how do we transform the way we produce, serve, and experience food?

In 2013, she co-founded The Food Line-up, using event catering as a platform to accelerate sustainable food innovation. Under her leadership, the company launched pioneering concepts such as Brasserie 2050 and DGTL’s Circular Foodcourt, and in 2020 became Europe’s first B Corp–certified event caterer. Today, Maartje channels that same entrepreneurial energy into ventures that push the protein transition forward, including Snack With Benefits, and as co-founder of Plant FWD — a platform and conference dedicated to accelerating the shift toward plant-forward food systems by bringing together chefs, entrepreneurs, investors, and changemakers. 🌱

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From global stages to system change. After more than a decade managing leading international exhibitions and conferences in the Water and AgriFood industries at Jaarbeurs and Amsterdam RAI, Annelies built her career at the intersection of content, community, and impact. She later founded C22 to turn that experience into action—designing strategies that bring people and markets together, foster entrepreneurship, and accelerate innovation in the Water & Food transition. Along the way, she held strategic roles with organizations including PureTerra Ventures, StartLife, Isle Group, and Techleap, strengthening the bridge between startups, investors, and industry.

In early 2025, Annelies joined Next Venue as Strategic Director with a clear mission: identify and acquire events that belong at de Midden Nederland Hallen. The perfect match? Plant FWD. With deep roots in the food ecosystem and a sharp eye for building future-focused platforms, Annelies is now guiding the next chapter of Plant FWD—shaping it into a driving force for connection, collaboration, and real progress in the protein transition.

Florentine Zieglowski is a system-minded food innovator dedicated to rebuilding how we produce meat. As Co‑Founder and Director of RespectFarms, she is pioneering the world’s first cellular agriculture farm, to ethically produce meat directly from cells and bringing this technology into the hands of farmers. In her role at the Task Force New Feed & Food at DLG, one of the leading agricultural organizations in Germany with over 30,000 members, 

Florentine unites science, agriculture and policy to accelerate the uptake of cellular agriculture at conventional farms. She works at the intersection of innovation and practice, shaping pragmatic ways for cellular agriculture within the broader food transformation. With academic roots at Maastricht University, Nova SBE, and Passau, Florentine blends strategic innovation with political economy — using systems thinking to turn creative, bold ideas into real life.

Joeri Veul is a cookbook author and food content creator dedicated to making plant-forward eating accessible, creative, and delicious. As a recipe developer with a strong visual signature, he inspires audiences through striking photography and playful stop-motion videos that showcase the versatility of beans - an ingredient he believes is still underappreciated in Dutch kitchens.

After suffering a brain hemorrhage at the age of 25, and just having completed a master’s degree in sustainable food systems, his recovery became a turning point, motivating him to turn knowledge into practice. Since then, he has written two cookbooks, including Heilig Boontje, a celebration of beans and their endless culinary possibilities. Today, Joeri creates engaging catchy videos and accessible recipes that invites people to embrace the humble bean. You can follow Joeri’s work on Instagram and TikTok. 

What does it take to turn organic from a niche into the norm? Michaël Wilde has spent more than two decades working to make that happen. He started at Eosta, the international distributor of organic fruit and vegetables, where he served as Sustainability and Communications Manager, and later became Director of Bionext, the umbrella organization for the Dutch organic sector.

In early 2024, he founded The Organic Embassy, a strategic advisory and project management bureau dedicated to advancing organic agriculture and food systems. As an “organic ambassador,” Michaël focuses on expanding the organic market and developing organic regions—places where local organic products are embraced and farmers are supported by municipalities, communities, and local food networks.

His message is clear: the transition to a fairer, local, organic and increasingly plant-based food system is everyone’s responsibility. Waiting on the sidelines is no longer an option—and the future, he believes, is looking bright.

Protein transition — but make it work for everyone. Tim Dale is Category Innovation Director at Food System Innovations (FSI), where he focuses on accelerating the growth of balanced proteins as a pathway to reshaping the future of protein. His work combines strategic planning, market insight, and cross-sector collaboration to help the food industry develop solutions that are both more sustainable and widely embraced by consumers.

Before joining Food System Innovations, Tim built deep experience in the plant-based meat category, working to better understand the consumer and helping amplify standout brands including Impossible Foods. Most recently, he led the marketing team at Prime Roots, a pioneering plant-based deli meat startup pushing the boundaries of next-generation alternatives. Tim studied Advertising and Graphic Design at Loyola University and earned his MBA from the University of California, Berkeley. At Food System Innovations, he is focused on helping drive a protein transition that delivers on taste, accessibility, and real system change.

Food in healthcare is more than a meal — it’s part of the treatment. Menrike Menkveld-Beukers is Director of the Nutrition & Healthcare Alliance, the leading Dutch centre of expertise dedicated to healthy, tailored and sustainable nutrition in hospitals and healthcare organisations. The Alliance connects healthcare practice with nutrition science to accelerate the integration of nutrition and prevention into medical care, improve food environments in healthcare settings, and strengthen nutrition education in medical schools.

Since 2007, the organisation has pioneered this field through research, strategy, innovation and collaboration with healthcare institutions, governments, NGOs and private partners. Under Menrike’s leadership, a local initiative evolved into a national programme and partnership with the Dutch Ministry of Health, Welfare and Sports, including the intervention programme “A Taste of Excellent Healthcare (Goede Zorg Proef Je®)”. The programme offers hospitals and long-term care organisations a practical roadmap toward healthier, more sustainable and more plant-rich diets while keeping the nutritional needs of patients and vulnerable groups central. Menrike also works to advance research and innovation through collaborations with partners including Wageningen University & Research, Ziekenhuis Gelderse Vallei, Rijnstate, and UMC Utrecht, helping translate nutrition knowledge into real improvements in patient health and quality of life.

Connect to make more impact.” For Leo, it’s more than a slogan — it’s how he accelerates change. With an entrepreneurial mindset and years of hands-on experience, Leo supports over 150 scaling companies within The Protein Community at Foodvalley. His focus is clear: strengthening collaboration across the entire value chain — from farm to fork — to build a more sustainable food ecosystem.

As a specialist in balanced and hybrid products, he shares practical insights on how to move toward the 60/40 goal by 2030. Not just ambition, but execution. What works in practice? Where are the bottlenecks? And how do you bring consumers along? Through the recent collaboration between The Protein Community and Food System Innovations (USA), Leo is also helping bridge Europe and the United States — opening new opportunities to grow the balanced protein segment internationally.

Curious to exchange ideas or share your own learnings? Leo welcomes the conversation — in the break-outs, at the Balanced Pavilion booth, or via LinkedIn. Because impact starts with connection.

What does the protein transition look like when you’re feeding millions of people every week? For David van Dooijeweert, it starts in the supermarket aisle. As CSR Advisor at Jumbo Supermarkets, David has led the company’s protein transition efforts for the past three years. With a background in corporate strategy — and the hands-on experience of managing one of Jumbo’s stores — he brings both big-picture thinking and shop-floor pragmatism. Strategy meets reality. Talking and doing.

Under his guidance, Jumbo has positioned itself as a front runner with a clear philosophy: more plant-based & better animal products. Not either/or — but forward. The retailer has introduced innovative meat concepts blended with plant-based ingredients, proving that sustainability and flavor can go hand in hand. No compromise required. Most recently, Jumbo brought locally grown Dutch beans and legumes to the spotlight, giving customers a fresh way to embrace plant-based proteins rooted in their own soil. David keeps the customer at the center — because real food system change doesn’t happen in reports. It happens in baskets, kitchens, and everyday choices.

How do you make the sustainable choice the normal choice? For Petra van der Aa, it starts — and ends — with the consumer. As Consumer Advocate for Energy and Sustainability at the Dutch Consumer Association (Consumentenbond), Petra represents consumer interests in the shift toward a more sustainable future. Her ambition is clear: sustainability should not feel like the exception. It should be the default. With a background as a PhD researcher and extensive experience leading research and content strategy teams, Petra brings analytical depth and a sharp eye for evidence. But she doesn’t stop at insight. She turns knowledge into action — connecting science, policy and everyday practice so consumers can make informed, confident decisions.

At Plant FWD, Petra will zoom in on balanced proteins and blended products. What builds trust? Clear communication. Demonstrated health benefits. Familiar formats that fit seamlessly into daily life. Because the protein transition only works if consumers come along. And stay on board.

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Texture. Taste. Functionality. No compromises. Sabrina Buitenhuis is turning plant-based potential into products that truly perform. After earning her Master’s degree in Food Technology at Wageningen University, Sabrina joined Ruitenberg Ingredients in 2016 — and has been immersed in plant-based and hybrid innovation ever since. She built broad expertise in vegetarian and vegan applications and played a key role in developing ProVega, the company’s vegetarian protein structure. She also leads the development of Plantify, Ruitenberg’s plant-based protein structure.

As Business Developer Plant-Based, Sabrina bridges market demand with practical, scalable solutions. She works side by side with producers to develop concepts ranging from fully plant-based to hybrid — always with a sharp focus on taste, texture and functionality. Because if it doesn’t deliver on experience, it doesn’t deliver at all. With a hands-on mindset and a pragmatic, customer-first approach, Sabrina translates trends into tangible innovation — helping bring future-proof, sustainable products from idea to shelf. Plant-based, but built to perform.

What if you could ask the entire Netherlands what they really think — before you launch? Jens Hellewaard is making that possible. As founder and CEO of Het Volksportret, Jens built a data-driven model that represents the Dutch population through 100 communities, each accounting for exactly 1% of the country. Based on representative government data, quantitative research, and carefully integrated data sources, Het Volksportret paints a structured, comprehensive picture of all 18 million citizens.

The breakthrough? Generative AI enables direct interaction with each community. Questions typically reserved for traditional qualitative or quantitative research can now be posed to the Netherlands at scale. Validation studies show an overlap of 80% or more with conventional research outcomes. For companies working on plant-based and hybrid propositions, this means clarity before complexity. Het Volksportret regularly assesses market potential and identifies which target audiences are most likely to buy. Because the protein transition isn’t just about better products. It’s about understanding who you’re building them for — and why they’ll say yes.

Great for the planet is good. A great taste in your mouth is even better. Dr. Els de Hoog brings both together. With a PhD in Physical and Colloid Chemistry from Utrecht University, she built her career on one central question: how do microstructure, taste, aroma, and texture shape the way we experience food? Her answer lives at the intersection of food physics and sensory science — where molecules become meals.

As Principal Scientist Taste & Texture at NIZO food research, she partners with global players to accelerate the protein transition through solutions that are smarter, more balanced, and genuinely enjoyable. Because sustainability only scales when people come back for a second bite. Her recent work focuses on hybrid and balanced protein products, reflecting her belief that real progress happens where science meets practicality. Not theory alone. Application.

At Plant FWD, Els will share how NIZO’s integrated approach to development and production helps create the next generation of sustainable foods — designed not just to reduce impact, but to win hearts, plates, and markets.

Plant or meat? Why not both — better balanced. Lot van Luyken is on a mission to redefine the future of protein — not by choosing sides, but by finding the sweet spot in between. As Sales Manager at FiberFoods Group, she leads the commercial development of PrimeJack®, a clean-label jackfruit ingredient designed to power the next generation of balanced and hybrid products. Her focus: helping manufacturers create concepts that deliver on taste and texture, while boosting nutritional value and improving sustainability.

With a background in health food innovation, Lot has always been guided by one core question: how do we make food that truly works — for people, for producers, and for the planet? At FiberFoods Group, she turns that question into action, partnering closely with food manufacturers to bring meat hybrid concepts to life. At Plant FWD, Lot will spotlight how PrimeJack® supports a new fiber-forward approach across hybrid, vegan and vegetarian applications. Because the protein transition isn’t about replacing. It’s about rebalancing — deliciously.

If methane is the emergency brake on climate change — who’s pulling it? Caitlin Smith is working to make sure governments do. As Campaign Manager at the Changing Markets Foundation, Caitlin leads the organisation’s policy work, engaging with key decision-making processes in the UK, the EU and globally. Her focus: tackling methane emissions as one of the fastest ways to limit catastrophic global heating. Because when it comes to climate, speed matters. The Changing Markets Foundation was created to accelerate and scale solutions by leveraging the power of markets — and Caitlin operates right at that intersection of policy, business and accountability.

She works closely with companies, policymakers and farmers to advance practical recommendations for a more sustainable food system, including plant-rich diets and more sustainable production practices. Before joining Changing Markets, Caitlin led the campaigns team at Save the Children International’s Middle East, North Africa and Eastern Europe office — bringing strategic advocacy experience to complex global challenges. At Plant FWD, she brings a clear message: the protein transition isn’t just a market opportunity. It’s a climate imperative.

Ideology doesn’t build products. Functionality does. That’s how Matthijs Nieuwkoop approaches the protein transition. As Manager Product & Business Development with a foundation in Food Technology, Matthijs operates at the intersection of product development and strategy — where protein ambition becomes commercially viable reality. His domain spans meat, hybrid and plant-based systems, always with one goal: building balanced solutions that truly perform.

For Matthijs, it’s not about choosing sides. It’s about combining protein sources in ways that optimise taste, nutritional value, process stability and measurable sustainability. Smart formulation. Clear metrics. Scalable execution. Positioned between R&D, operations and commercial teams, Matthijs Nieuwkoop translates protein strategy into concepts that move seamlessly across the supply chain — from ingredient functionality to market-ready success. Because the future of protein won’t be shaped by ideology alone. It will be built by professionals like Matthijs — turning balance into business.

What if the data you already have could accelerate the protein transition? Jelle van Miltenburg believes it can — and he’s building the tools to prove it. As founder of Wolk, a data & AI agency dedicated to FoodTech, Jelle helps companies unlock more value from the data sitting in their own systems. Faster insights. Smarter decisions. Less time lost. Wolk specializes in rapidly developing practical applications that streamline workflows and sharpen strategic choices. For Jelle, this isn’t just about efficiency. It’s driven by a deep commitment to animal welfare and a belief that technology can help speed up the shift toward more sustainable protein systems.
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Recently, together with Foodvalley, Jelle led a sector-wide survey to map AI opportunities across the food industry — identifying where intelligent tools can create the most impact. At Plant FWD, Jelle van Miltenburg will share those insights and demo three concrete tools designed to tackle your most time-consuming tasks. Because accelerating the protein transition isn’t only about new ingredients. It’s about smarter systems.

Can a traditional meat company help lead the protein transition? At Van Loon Group, Jan Willem Smits is showing how. As Head of Business Development, he helps steer the family-owned company — comprising nine innovative producers of meat and convenience products — toward a more future-proof protein portfolio. With over twenty years of experience in FMCG, Jan Willem combines deep market insight with a clear strategic lens on the rapidly evolving protein landscape.

He drives the development and commercialization of hybrid meat solutions, guiding initiatives from initial idea to market-ready concepts. By connecting trusted meat products with more sustainable alternatives, Van Loon Group takes a pragmatic role in accelerating change. Evolution, not disruption. Collaboration across the value chain — from farmers and suppliers to retail and foodservice partners — is central to that approach. Grounded in consumer behavior and market dynamics, he ensures innovations are not only more sustainable, but commercially viable and aligned with real-world demand.

Big topics. Sharp questions. Real momentum. Jessie van Hattum makes complex conversations about sustainability and science not only understandable — but energizing. With a background at the Netherlands’ largest retailer, she built a strong foundation in sustainability communication and food system transition. Today, Jessie advances the protein transition at the Green Protein Alliance, supporting food companies in sharpening their future-proof strategies. From ambition to action.

As a moderator, Jessie van Hattum leads conversations on climate, food innovation and science with clarity and pace. She brings energy and curiosity — and isn’t afraid to ask the critical question that shifts the discussion forward. Through sharp storytelling and a deep understanding of the protein landscape, she connects science to strategy and insight to impact. 

Stefan van den Hanenberg has been shaping Europe’s meat alternative movement since the early days. As former owner and director of Dalco Food (NL), he helped put plant-based proteins on the map long before it was mainstream. After Dalco Food was acquired by Hilton Foods (UK), Stefan continued driving innovation as Senior Director of “New Foods” at GEA, where he spent two years accelerating next-generation protein technologies. Today, he remains closely involved in the sector as a shareholder of Van Koolen, a leading Dutch producer of vegetarian and vegan products.

In 2024, Stefan co-founded De Bonenboet, focused on producing sustainable raw materials for the meat alternative and hybrid market through a simple—yet patented—process. Most recently, he established the Dutch Fiber Collective to bring this innovation to market and make it accessible to players across the industry. As Stefan puts it, their unique but straightforward approach enables producers to eliminate supply chain complexity and produce sustainable raw materials right at the source.

Coffee grounds into craveable food? That’s not a gimmick. It’s a blueprint. As Commercial Director at GRO, the Dutch circular food brand (part of SnackWise), Wouter Muis is helping turn waste into opportunity. GRO develops plant-based products from locally grown oyster mushrooms cultivated on upcycled coffee grounds—closing loops while opening minds. Wouter leads GRO’s commercial strategy, partnerships, and market expansion, scaling sustainable, great-tasting solutions across foodservice channels—from catering and hospitality to healthcare. His focus? Making circular food the easy choice. Accessible. Scalable. Delicious.

With a background in Marketing Management from Rotterdam School of Management and international experience in business development and e-commerce, Wouter brings both structure and entrepreneurial energy to the table. He understands markets—and how to move them. Driven by a strong commitment to accelerating the protein transition and advancing the circular economy, he is building more than a brand. He’s building proof that sustainability and commercial success can grow from the same soil. Because the future of food isn’t just plant-based. It’s circular.

Tradition meets transformation. Matthias Krön has spent more than 25 years reshaping Europe’s food culture—grounded in heritage, driven by the future. Born in Salzburg in 1969, his global perspective was shaped through studies in Chinese, philosophy, and history in Vienna and Taipei, and research at the Leo Baeck Institute in New York. He began his career in Austria’s dairy sector in 1995, before helping lead the strategic transformation of a traditional dairy business into Mona Naturprodukte—one of Europe’s first producers of plant-based drinks from soy, oat, and rice. Under his leadership, the company expanded into more than 30 markets and became a category-defining pioneer.

In 2012, Matthias founded Donau Soja, a Vienna-based non-profit advancing Europe’s protein independence through certified, non-GMO soy and legumes—building regional supply chains, supporting farmers, and strengthening sustainable food systems. In 2024, he joined the founding leadership of The New Originals Company, where he now serves as CEO. There, he is reimagining everyday staples like tofu into a new generation of real, soulful foods made from European soy, legumes, and grains—honouring culinary roots while building what comes next. Across every venture, Matthias bridges entrepreneurship and purpose, shaping plant protein foods designed to nourish both people and planet.

Michele Tufano is Co-Founder of Eatpol and a Ph.D. researcher in AI and Computer Vision at Wageningen University & Research. His research focuses on automating eating behavior analysis using advanced deep learning models that detect bites, chews, sips, and behavioral signals from video data. He is also a Research Affiliate at MIT’s Senseable City Lab, where his work has explored how food environments influence health outcomes.

At Eatpol, Michele translates cutting-edge AI into practical tools for food and CPG companies. Eatpol enables brands to test products in real homes using video and audio analysis, capturing how consumers truly prepare, cook, eat, and store products. By measuring real behavior rather than relying only on surveys, Eatpol helps reduce launch risk, uncover hidden friction points, and support the development of products consumers genuinely choose again.

Alice Pilkington combines a flair for uncovering exciting, data-driven consumer insights with a deep passion for food. Before moving into the world of insights, she worked as a cookery school teacher for Jamie Oliver and Gordon Ramsay — an experience that shaped her practical understanding of food and how people connect with it.

Today, Alice brings those two worlds together. Known for her enthusiastic and thought-provoking presentations, she translates consumer data into clear, engaging stories for clients and international trade shows alike — helping audiences better understand the trends shaping the future of food.

Manon Houben stands at the center of the Dutch meat sector as president of both the Dutch Meat Products Association (VNV) and the Dutch Meat Association (VleesNL). Together, these organizations represent the vast majority of the industry: VNV members account for 85% of the Dutch meat processing sector’s turnover, while VleesNL members represent 95% of all animals slaughtered in the Netherlands — amounting to a combined annual turnover of around €15 billion.

As president, Manon serves as the strategic leader and public voice of the sector. She guides the organizations’ direction, safeguards the collective interests of their members, and represents the industry in dialogue with government, industry partners, NGOs, and society at large — navigating the evolving role of the meat sector within the broader food system.

Dairy or plants? The future of food will likely be both. Arend Bouwer, CEO of Farm Dairy, is an experienced C-level leader with a strong track record in international food and beverage manufacturing. He combines general management and commercial leadership with a passion for sustainable growth, bringing expertise in NPD, circular business models, FMCG, private label, and international business. His experience spans dairy, plant-based and hybrid alternatives, ingredients, and food processing, positioning him at the crossroads of tradition and innovation in the food industry.

Today, Bouwer leads Farm Dairy, the Netherlands frontrunner in sustainable dairy, plant-based and hybrid innovation. Working across international markets and multicultural teams, he focuses on building practical solutions that support the transition toward more sustainable food systems while remaining commercially viable. Guided by the belief “Build today, preserve tomorrow — for our children and generations to come,” he works to accelerate innovation and collaboration across the evolving protein landscape.

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Seaweed in everyday food? That shift is already underway. John works with Christa Hut and Foppe Wiersma to drive market development and strategic partnerships for seaweed applications across the food industry. With a strong background in food and experience spanning both large corporates and startups, he focuses on helping companies unlock the potential of seaweed as a functional, flavour-rich ingredient. Through Seaweed Food Solutions, the team supports food manufacturers in integrating sustainable seaweed blends into a wide range of applications, from meat and dairy to sauces, spreads, salads, pastry, and confectionery.

Together with the team, John takes a hands-on, customer-centric approach, guiding clients toward tailored seaweed solutions that enhance taste, reduce salt, fat and sugar, and support cleaner, more sustainable formulations. Based in the Netherlands, Seaweed Food Solutions collaborates closely with R&D chefs and food companies to ensure every project delivers both culinary and environmental value. The mission is to accelerate the adoption of seaweed as a mainstream ingredient and build long-term collaborations that shape the future of sustainable and flavourful food innovation.

Job Smetsers grew up surrounded by food. Raised in the south of the Netherlands in a true food-loving family — with parents and grandparents who were all supermarket managers — he started working in their store at just 14. That’s where his fascination with food and the food industry first took root.

After studying Food Technology in Wageningen, Job joined Plukon Food Group as Product Manager for its alternative protein portfolio — or as they prefer to call them, “complementaries.” Products designed to complement existing offerings like meals, salads, and chicken products.

One of the most exciting developments in that journey has been the creation and successful introduction of Blended Meat products, combining animal and plant proteins. It’s a direction Job believes holds real promise for the future of food — and one he’s eager to share more about.