The founder passionately told me a few months ago how they operate high-tech greenhouses in emerging markets according to Dutch standards. They were in the middle of preparations for a vegetable greenhouse in China. My assignment: to advise them in their communication approach.

In China, the demand for local, fresh and especially safely grown food has been increasing for years. The corona crisis took that even further. Today the first plants are entering the greenhouse! In the coming years, tens of millions of tomatoes, cucumbers, lettuce heads and herbs will be grown for residents of the Chinese metropolis. The story has now been covered by the Dutch daily news media.

Foodventures’ ambition goes further and the Middle East is showing interest. And I understand, because it is a story about innovation, local production, but also about the application of new business models.