Anyone entering WOCODA at Jaarbeurs on 30 January found themselves in a vibrant world of knowledge sharing and approachable encounters. For a day, everything revolved around one of today's biggest social challenges: the housing shortage. We look back with founder John Kerkhoven on a successful second edition of WOCODA: "Behind the decimal point, everyone is equal here."
The Jaarbeurs team communicates clearly, responds quickly and works closely with you to find the best solutions.John Kerkhoven, founder of WOCODA
"WOCODA is a platform that brings together everyone with a link to public housing," says John Kerkhoven, founder of the WOCODA Public Housing Fair. "We bring together governments, cooperatives and market players around one common goal. Here, we explore the question of how to use certain practices to get the relocation task going better. Put more simply: how can we create more housing?"
Room to grow
The first edition of WOCODA took place in 2024, attracting around 1,000 visitors to a conference hotel that proved too small. For the second edition, WOCODA therefore moved to Jaarbeurs. A logical choice, says John: “Our ambition is to be a low-carbon trade fair. What’s more, 70 per cent of our visitors come from the public sector. So you really need a venue that’s as close as possible to public transport. In my view, that quickly leads you to Jaarbeurs. You’re practically right on the platform here. The decision to start discussions was made quickly. We also got on well with the account manager; it just felt right. And, not unimportantly, the halls were the right size. We needed space to grow.”
And grow they did. In fact, the fair grew no less than 2.5 times bigger! From 1,000 visitors in 2024 to 2,500 in 2025. The first two floors of meeting centre MeetUp in the Beatrix Building were put to optimal use, including a fully equipped Expo Hall.
No glitzy stands, but equal opportunities
What stands out at WOCODA is the uniform stand design. No towering stands or stage-like rooms, just presentation tables along the aisles. The same applies to everyone. John: “Down to the last decimal point, everyone here is equal. That’s also a sign of the principle of equality. We don’t want large organisations with billions in turnover to dominate the scene. Our aim is for all organisations in the Netherlands to be able to participate in social housing, regardless of their marketing budget.”
The organisation took the principle as far as possible: uniform stand construction, pavilions per target group (such as cooperatives and governments) and a set-up that literally lowered the threshold. Visitors could easily queue up, network and gain knowledge. And that happened en masse.
Zero-waste
Another striking feature: WOCODA was virtually zero-waste. John: “We don’t use leaflets or programme booklets; everything is digital. And thanks to the standardised stand design, we only needed two lorries full of materials for set-up and dismantling. Exhibitors were allowed in an hour and a half early, could plug a USB stick into the screen and get started with the exhibition. The ultimate plug-and-play concept.”
From ministers to councillors
Social housing is a key issue. The fact that it is such a hot topic was evident, amongst other things, from the impressive visitor profile. From Minister Mona Keijzer to dozens of provincial executives, mayors and councillors: everyone was there. Not just to network, because the need for more knowledge was a common thread running through the event. The 60 (!) packed conference sessions covered topics such as accelerating housing construction, industrialisation, renovation and improving sustainability.
was a success
John looks back on a smooth run-up to the event and a successful trade fair: “Working with Jaarbeurs – and with account manager Corry Neggers-Huygen in particular – was a real pleasure. The Jaarbeurs team communicates clearly, responds quickly and really thinks along with you.”
Aligns with Jaarbeurs ’ vision
Corry also shares this view and is proud to be hosting WOCODA: “It fits perfectly with our mission to promote innovation and collaboration. The dynamism and forward-thinking nature of WOCODA align well with Jaarbeurs values and vision. Working with WOCODA was a real treat. I had excellent communication with the whole team and was kept fully in the loop. It was great fun to be part of such an impactful event. It was also brilliant to forge new links between our own trade fairs and projects, such as the Bouwbeurs and Ouder worden 2040. This demonstrates that we are not just a venue, but that we create valuable connections for clients to help their events and knowledge grow.”
On to 2026
The fact that both sides are pleased with the collaboration is reflected in the programme. The next edition is already planned. But it will be bigger: more floors, a thematic division between new-build and existing properties, and an increase in the number of stands. And, what’s more, with even more space for knowledge-sharing and networking. However, as John promises: “The principle of equality remains sacrosanct.”
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