‘Cities leading food production’ partnership kicks off at VIV Asia 2025
On March 5th, Amped, Royal Jaarbeurs / VNU Europe and HubOrange! announced their strategic partnership focused on accelerating the development of robust, regional and regenerative food systems in cities and metropolitan areas worldwide, under the banner of ‘Cities Leading Food Production’. This collaboration establishes a learning ecosystem to empower communities and drive innovation in sustainable food production and distribution.
Photographer:MichielTon.com
On the roof of Royal Jaarbeurs, overlooking the city of Utrecht in the Netherlands, the partners of ‘Cities leading food production’ gathered for the partnership announcement. From left to right: Mark Frederiks (Amped Concepts BV), Noud Janssen (HubOrange!), HRH Prince Carlos de Bourbon de Parme (Compazz Foundation), Jeroen van Hooff (Royal Jaarbeurs / VNU Group), Albert Hoekerswever (HubOrange!) and Renate Wiendels (VIV Worldwide).
Royal Jaarbeurs is the largest exhibition and conference venue in the Netherlands. Located in the centre of the city of Utrecht next to Utrecht Station.
The partnership addresses pressing global issues such as rising food prices, declining nutritional value, food waste and the urgent need for a more sustainable future for farmers. Leveraging the Netherlands’ leadership in food systems and technology, the initiative connects policymakers, innovators, farmers and young talents to empower and co-create positive solutions that enhance food security, human health and environmental stewardship.
Jeroen van Hooff, President & CEO of Royal Jaarbeurs / VNU Group comments: “Sustainable entrepreneurship is not about ticking a box. It is about thinking differently and taking action. In 2030, Jaarbeurs wants to be the most sustainable expo venue in Europe. We see sustainability as an integral part of an event’s program. With this collaboration, we are actively contributing to future-proof food production, not only in our wonderful hometown of Utrecht, but also worldwide.”
EU4Advice
Amped Concepts’ involvement in the European Commission’s EU4Advice project for learning ecosystems, where they lead the ‘master’ living lab in the Amsterdam Metropolitan Area, forms a key component of the collaboration. By combining the expertise of VIV Worldwide, Amped, and HubOrange!, the partnership will organize business opportunities and build consortia to support its mission.
VIV Worldwide (by VNU Europe BV) is the business network linking professionals from Feed to Food, offering boundless opportunities to the animal protein supply chain players. VIV Worldwide developed with dedication a network through 40 years of experience and interactions with the industry, becoming today the leading platform in and for some of the most promising markets of the world.
VIV Asia 2025
The first milestone has been achieved by the first ‘Cities leading food production’ co-creation event during the VIV Asia expo this week.
On Thursday, March 13th, Mark Frederiks of Amped gave a ‘Cities leading food production’ presentation on building a learning ecosystem of short food chains, regenerative agriculture and cities at large.’Cities leading food production’ aims to activate networks of networks between the EU, Asia and EMEA.
The EU4Advice-project and gamification approach form the foundation for the collaboration between Amsterdam, Utrecht, Bangkok and more cities to come.
The next milestones include a co-creation event at VIV MEA in Abu Dhabi, UAE in November 2025, and the launch of a community at VIV Europe in Utrecht, the Netherlands in June 2026, marking the international roll-out of the initiative.
The partnership will empower the agriculture business and innovation ecosystem and co-develop the concept, organize networks, create partnerships and develop projects.