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.