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 the venue was a deliberate one. The conference was held in a light-filled meeting room at the MeetUp conference centre, within walking distance of Utrecht Central Station. “It’s actually a no-brainer,” says Guusje. “Almost everyone came by train. That fits in with the sustainable nature of the day and makes it much easier for people to take part. We’d also arranged some car park passes, but they were hardly used at all. That says something about the number of people travelling by train. A venue this close to the station is ideal. What’s more, Jaarbeurs is very flexible. Everything we needed was there. And the Jaarbeurs team are great at thinking along with you.”

Thinking creatively and being flexible
Guusje cites the tasting session organised in the central hall of MeetUp as an example. Various companies had stands there where they displayed and offered tastings of their products. Vegan kibbeling, for example, or ‘falafval’. To ensure these snacks were served at their best, a freezer, oven or deep-fat fryer was needed. Guusje: ‘This wasn’t a problem for Jaarbeurs . We were allowed to use the kitchen to heat up or prepare these items. Everything was ready on time and served hot. It’s great when people are so helpful and think along with you.’

Sustainable partners
Incidentally, the collaboration between Jaarbeurs and Greendish extends beyond the events organised there. For example, Greendish has its office in JIM (a co-working space at Jaarbeurs) and the company is a sustainable partner. Greendish actively supports Jaarbeurs in making food concepts more sustainable.“Jaarbeurs is constantly looking at how things can be improved,” says Guusje. “Less waste, more plant-based options, more products with a sustainability label. We measure progress and help the teams with training and advice. Put simply: we contribute ideas on everything to do with food sustainability. Jaarbeurs has made this a top priority. And you can tell. It’s great to work together towards such an ambitious goal.”

A proud look back
Guusje looks back on the event withsatisfaction. Gemeente Plant Vooruit attracted people from around fifteen to twenty local authorities across the Netherlands. Participants asked plenty of questions and shared their experiences with one another. “We’re proud that we were once again able to organise a day where inspiration and practical application go hand in hand. And it’s particularly wonderful to do so at a venue that is itself actively working towards greater sustainability.”