Denmark didn’t become a global organic leader by chance—so what does it take to build a system that truly shifts? Paul Holmbeck is World Board Member at IFOAM – Organics International and former Director of Organic Denmark, where he spent 25 years shaping one of the most advanced organic markets in the world. From co-authoring national organic policies to leading lobbying efforts and market development, Paul played a central role in making Denmark a global frontrunner in organic sales—and in embedding sustainability into the food system at scale.

A driving force behind Denmark’s plant-based transition, Paul helped steer public procurement towards more plant-based choices and advocated for the €170 million Danish Plant Fund, accelerating the development of a strong plant-based value chain. Today, he advises governments, businesses, and organisations worldwide on organic policy, market development, and advocacy strategies. As part of Danish plant-based diplomacy, he shares lessons learned and supports the development of national and EU-level strategies—bringing a systems perspective to what it takes to turn ambition into action.