Eight generations in—so what does progress look like now? Meet John de Roode. A butcher by heritage, a changemaker by conviction. Together with his wife Sjaninka, he is the driving force behind Slagerij John de Roode, where over 40 years of experience is channelled into one clear mission: elevating taste, quality, and sustainability—simultaneously. From building a renowned butcher shop in Amsterdam to continuing that legacy in Heemskerk, John shows that true sustainability starts with craftsmanship: better sourcing, full respect for the animal, and less waste from farm to fork.

A multi-award-winning professional and active board member within the butchery sector, John is helping shape the future of his craft. For him, sustainability isn’t a trend—it’s a responsibility carried across generations. On stage, he brings four decades of hands-on experience and a bold, practical perspective, challenging the industry to rethink value, waste, and what “good food” should mean in a food system ready for change.