What's been cooking at EatThis.?
Discover what we’ve been up to in 2024
Let’s explore EatThis.’s journey through the highlights of 2024 and our plans for 2025. From immersive residencies to innovative projects, discover our commitment to sustainable food production and innovation.
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Caring Doctors
Advancing Plant-Based Nutrition and Health Through Horticulture
In March 2024, EatThis. began a promising collaboration with Caring Doctors, aiming to foster broader acceptance of plant-based food within the healthcare system while simultaneously raising the visibility of horticulture’s crucial role in promoting health. This partnership focuses on implementing the EAT Lancet diet in Dutch hospitals, a step toward integrating plant-based nutrition into healthcare settings and making the connection between vegetable production and health more visible to both the food production sector and society.
Throughout 2024, several initiatives have brought this vision closer to reality. A significant milestone was the Residency Program in August, during which Patrick Deckers and Rutger Quispel, board members of Caring Doctors, took part in an intensive program in the world of horticulture, to deepen the collaboration and explore ways to further implement horticultural products in healthcare settings. The recording of a podcast episode at Hortibiz News Radio was a key result.
In addition to the residency, the collaboration also led to the launch of the Caring Dinners initiative. These culinary events focus on promoting plant-based food, highlighting the nutritional benefits of vegetables, and raising awareness about the integral role of horticulture in improving health outcomes.
Another key achievement was the submission of a subsidy proposal to the Province of South Holland, with Caring Doctors as a partner, aimed at further supporting these efforts. We also facilitated a Unconference for all of the contributors to our network on November 29, 2024, focused on the intersection of horticulture and healthcare. This event brought together key stakeholders to discuss how the horticulture sector can play a pivotal role in enhancing public health and creating more sustainable food systems.
Through these initiatives, EatThis. and Caring Doctors continue to work toward a future where the benefits of plant-based diets and horticulture are fully realized in healthcare, setting the stage for future collaborations and innovations in 2025.
Kadir van Lohuizen
Amplifying Horticulture’s Role in Global Food Challenges
Our partnership with Kadir van Lohuizen continues to shine a spotlight on the vital role of horticulture in tackling global food challenges. Through his investigative project Food for Thought, Kadir explores the intricate connections between food production, sustainability, and innovation. This collaboration has not only enhanced the visibility of horticulture but has also positioned it as a key player in the conversation about the future of food systems.
Launched in November 2023, the Food for Thought exhibition at the Scheepvaartmuseum (running until January 2025) presents a compelling narrative about how horticulture contributes to a sustainable and resilient global food system. The exhibition, accompanied by a documentary and a book of the same name, has garnered international attention, sparking discussions across multiple platforms.
Key results to date:
- The museum exhibition has welcomed an estimated 300,000 visitors so far.
- The four Dutch episodes of the documentary have averaged 225,000 views each.
- Short versions of these episodes on YouTube have reached an average of 50,000 views per video.
- The book has sold approximately 4,500 copies.
- A feature article in Trouw reached an audience of 225,000 readers.
- A series of articles in The Washington Post reached 40 million readers.
In 2024, our collaboration reached new heights with several impactful events. In June, we organized two significant gatherings tied to the exhibition. The first brought policymakers, entrepreneurs, and scientists together at the Scheepvaartmuseum to discuss food system resilience and the role of horticulture in shaping sustainable urban food chains. Later that month, we expanded the dialogue during a vibrant event in Pakhuis De Zwijger, which included a plant-based dinner and a dynamic debate on the societal and environmental impacts of food production.
In September, we showcased the sector’s innovation and sustainability at the UNSEEN photo festival in Amsterdam. Partnering with Green Simplicity, we presented a modern food production unit, illustrating how horticulture can provide efficient and sustainable solutions for urban food systems. This unique installation captivated a culturally engaged audience, emphasizing the horticulture sector’s forward-thinking approach.
Building on these successes, we’re excited about what’s ahead:
- The Food for Thought exhibition will likely continue in the Netherlands, with discussions underway for a possible relocation to the World Horti Center.
- International interest in the project is growing, including potential collaborations with Rem Koolhaas for Countryside the Future 2.0 and a presence at the World Expo in Osaka.
- The documentary series is being marketed internationally and is expected to air globally next year.
Together with Kadir van Lohuizen, we’ve built bridges between horticulture and society, using art and storytelling to highlight the sector’s vital role in solving global challenges. This partnership continues to inspire and lay the groundwork for future innovations.
Hungry EcoCities
Connecting Innovation and Creativity for Sustainable Food Solutions
Throughout 2024, Hungry EcoCities, a project funded by the European Union, made significant strides in exploring innovative solutions for the future of food systems. This unique collaboration brings together entrepreneurs, horticulture businesses, artists, and designers to tackle the complex challenges of sustainable urban food production. As a partner in the project, we have played a key role in fostering these connections and advancing the horticulture sector’s visibility in global conversations about sustainability and resilience.
The first phase of Hungry EcoCities concluded with the announcement of the winning projects, highlighting groundbreaking ideas at the intersection of technology, art, and food production. Building on this momentum, the second phase began to take shape, with two of our contributors—Axia Seeds and Logiqs—joining the initiative. These collaborations underscore the potential of creative partnerships to drive innovation and strengthen sustainable food systems.
To further support these efforts, we facilitated two dynamic gatherings in 2024, one in Naaldwijk and another in Rotterdam. These events brought together entrepreneurs, artists, and industry leaders to exchange ideas and develop forward-thinking solutions for urban food challenges. The discussions not only emphasized the vital role of horticulture in sustainable food chains but also positioned the sector as a leader in urban sustainability, drawing the attention of policymakers, including those at the European Commission.
Hungry EcoCities continues to pave the way for transformative collaborations, bridging the worlds of horticulture, creativity, and technology. By fostering innovation and amplifying the sector’s role in sustainable food production, the project is setting the stage for a resilient and future-proof food system.
The HungryEcoCities project has received funding from the European Union’s Horizon Europe research and innovation programme under grant agreement 101069990.
EatThis. Events
Strengthening Connections and Conversations: Unconferences and Dutch Design Week
In 2024, EatThis. hosted two Unconferences to strengthen our growing network of contributors and deepen the impact of our shared initiatives. These gatherings provided a space for meaningful dialogue, collaboration, and action-oriented discussions around our collective mission to create a more sustainable future for food.
The first Unconference took place on February 27, focusing on amplifying the initiatives of EatThis. by fostering stronger connections among our network partners. Participants exchanged ideas, identified synergies, and explored collaborative opportunities to tackle challenges in food, health, and sustainability.
The second Unconference, held on November 29, centered on the theme of Horticulture and Health. Bringing together contributors from diverse sectors—including horticulture, healthcare, policy, and academia—the event delved into how plant-based food and horticultural innovations can contribute to preventive healthcare and a healthier society. Through discussions and workshops, attendees explored actionable steps to bridge horticulture and healthcare more effectively.
In addition to these Unconferences, EatThis. brought its mission to the public stage during Dutch Design Week, hosting a table conversation that invited participants to rethink our food system. This lively discussion highlighted the creative and innovative approaches needed to reshape how we grow, distribute, and consume food, emphasizing the role of design and interdisciplinary collaboration in this transformation.
These events underscore our commitment to fostering collaboration and dialogue within our network and beyond, strengthening our shared mission of creating a sustainable, health-focused food system.
New Partnerships
Forging Connections for a Healthier Future
This past year, EatThis. strengthened its mission of linking horticulture and health through strategic partnerships with key organizations, fostering collaboration across generations and sectors.
Since October, EatThis. has been a proud partner of the Health Square at the World Horti Center (WHC), where we are working to co-create activities that further illuminate the connection between health and horticulture. This partnership represents a significant step in making the sector’s contributions to public health more visible and impactful.
Our collaboration with the Slow Food Youth Network (SFYN) also expanded this year, resulting in notable milestones such as the inclusion of horticulture in the Food100 and participation in the SFYN Academy. This partnership, supported by Greenport West-Holland and Glastuinbouw Nederland, highlights the role of horticulture in promoting sustainable and innovative food systems while engaging the next generation of leaders.
Additionally, we joined forces with the Rethink Food Challenge at Wageningen University as a media partner, supporting international student teams in developing food production innovations. Through our extensive network of businesses, we’ve provided mentorship and resources to inspire these young innovators, ensuring their ideas are grounded in practical, sustainable solutions.
These collaborations have also expanded our network of stakeholders, bringing together entrepreneurs, policymakers, and experts from diverse sectors to work toward a shared vision of a healthier, more sustainable food system. By building connections across industries and generations, EatThis. continues to drive transformative change at the intersection of horticulture and health.
In-Residence Programs
Residencies: Bridging gaps between Horticulture, Society, Art, and Innovation
In August 2024, we hosted a residency with Caring Doctors, culminating in a deep dive into Dutch horticulture and a Hortibiz podcast recording that explored the potential of plant-based food in healthcare. This successful program has set the stage for an exciting lineup of residencies in 2025, where we will welcome artists, designers, chefs, and other innovators to continue bridging horticulture with society and fostering fresh perspectives.
Kicking off the new year, our January residency will feature three remarkable artists: Špela Petrič, Tim Grabham, and Margherita Soldati. Each brings a unique perspective on food and horticulture. Petrič’s work blends art and biology to explore the interconnectedness of living systems, Grabham is known for his innovative approaches to storytelling and natural environments, and Soldati delves into her personal experiences with vegetable allergies, using her art to examine our relationship with food. These residencies emphasize the role of art in reframing how we view horticulture, acting as a catalyst for innovation and societal connection.
In February, we’re thrilled to welcome Robert Graham, MD, MPH, Chef, and Julie Graham from FRESH Med NYC for a residency that combines health and horticulture. Their groundbreaking approach integrates conventional and holistic medicine, addressing five key health pillars: Food, Relaxation, Exercise, Sleep, and Happiness. With Robert’s extensive medical expertise as a physician and public health advocate, and Julie’s background in positive psychology, integrative nutrition, yoga, meditation, and aromatherapy, this residency promises to uncover fresh insights into the intersection of health and horticulture.
We look forward to their deep dive into the world of Dutch horticulture, exploring how this sector can support their FRESH approach to health and well-being.
Stay tuned for more residencies in 2025. Through these programs, EatThis. continues to use art, innovation, and interdisciplinary collaboration to reimagine horticulture’s role in society and inspire a more sustainable future.
On the menu for 2025
In 2025, we will continue bridging horticulture with health, nutrition, and gastronomy, focusing on collaboration, innovation, and societal impact. Highlights include: new in-residency programs, a Caring Dinner at the World Horti Center Health Square in May, and the unveiling of Hungry EcoCities prototypes at GreenTech.
We’re also advancing plant-based programs in hospitals, exploring partnerships with Toekomstmakers and Future Leaders, and strengthening ties with Stop the Foodfight, including a joint event early in the year. Expect to see horticulture featured at festivals across the Netherlands, alongside Unconferences in spring and fall.
Together, we’re shaping a sustainable and innovative future for food!
Stay tuned for more updates and opportunities to engage with EatThis. as we continue our pursuit of a thriving #futureoffood.