Municipality Plant Ahead at Jaarbeurs MeetUp: the event on food sustainability

As a municipality, how do you ensure that sustainable and healthy food becomes more than an ambition on paper? That question was explored during Gemeente Plant Vooruit at conference centre MeetUp at Royal Jaarbeurs. Greendish organised this year's event again for over 75 policy officers and experts from various municipalities in the Netherlands. With lectures, tastings and a lively panel discussion, it became clear that the protein transition requires cooperation, creativity and being open to change.

Greendish helps food providers such as restaurants, caterers and (healthcare) institutions to make their offerings more sustainable. This starts with insight, says Guusje van Tienhoven, Chef Projects at Greendish: "We usually start with a measurement. What percentage of the menu is plant-based? How much is wasted? Which products have a sustainable label? Based on this, we give advice and help implement. From training courses and cooking workshops to communication on how to entice your guests to make a more sustainable choice. So it's not just about what's on the menu, but about the whole chain."

Getting that chain going towards a more plant-based supply requires knowledge and funding. Knowledge obviously falls on Greendish's plate. Funding often comes from municipalities. This is why Greendish organised Gemeente Plant Vooruit. Guusje: "Especially local governments can make a lot of difference. But it is sometimes a sensitive subject," says Van Tienhoven. 'Because not everyone knows where to start or with whom the ball is in their court. That's why we organise this day; where municipalities share experiences and strategies."

Within walking distance of the station
The choice of Jaarbeurs as a venue was a conscious one. The conference was held in a bright conference room of meeting centre MeetUp, within walking distance of Utrecht Central Station. "Actually, it's a no-brainer," says Guusje. "Almost everyone came by train. That suits the sustainable nature of the day and makes the threshold to participate much lower. We had also arranged some exit tickets, but they were hardly used. That says something about the number of train-goers. A location so close to the station, is ideal. Moreover, Jaarbeurs is very flexible. Everything we needed was there. And the Jaarbeurs team thinks along nicely with you."

Thinking along and being flexible
Guusje gives as an example the tasting that was organised in the central hall of MeetUp. Here, several companies had stands where they showed and tasted their products. Vegan kibbles, for example, or 'falafval'. In order to make those snacks at their best, a freezer, oven or deep fryer was needed. Guusje: 'For Jaarbeurs, this was not a problem. We were allowed to use the kitchen to heat up or prepare these items. Everything was ready on time and served hot. It's nice when people think along with you like this.'

Sustainable partners
By the way, the cooperation between Jaarbeurs and Greendish goes beyond the events organised there. For instance, Greendish has its office in JIM (a co-working space in Jaarbeurs) and is a sustainable partner. Greendish actively supports Jaarbeurs in making food concepts more sustainable. "Jaarbeurs is constantly looking at how things can be done better," says Guusje. "Less waste, more plant-based choices, more products with a sustainable label. We measure progress and help the teams with training and advice. Easier said: we think along with everything around food sustainability. Jaarbeurs has that high on its agenda. And you notice that. It's great to work together on such an ambitious goal."

Retrospective full of pride
Guusje looks back on the event with satisfaction. Gemeente Plant Vooruit attracted people from about 15 to 20 municipalities from all over the Netherlands. Participants asked plenty of questions and shared experiences with each other. "We are proud that we were able to organise another day where inspiration and practice are so close to each other. And it is extra nice to do so at a location that is itself actively working on sustainability."