Royal Jaarbeurs, VIV Worldwide, Amped Concepts and HubOrange! unite to take the lead with ‘Cities leading food production’

Utrecht, Netherlands – March 5, 2025
Amped Concepts BV, Royal Jaarbeurs / VNU Europe BV and HubOrange! announce a 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.

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 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.”

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.

“We are at a critical juncture in the transition to sustainable food systems,” says Mark Frederiks of Amped Concepts. “This partnership bridges the gap between existing and emerging approaches like local food systems and regenerative farming, fostering collaboration to build a more resilient and equitable food future. VNU and Royal Jaarbeurs offer the network and global platform via their VIV Worldwide trade shows .”

Key starting milestones include a co-creation event at VIV Asia in Bangkok, Thailand in March 2025, another at VIV MEA in Abu Dhabi, UAE 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.

“This partnership underscores the power of collaboration in tackling global challenges”, adds Ir. Noud Janssen of HubOrange!. “By connecting diverse stakeholders, we can unlock innovation and create a food system that benefits both people and the planet.”

HRH Prince Carlos de Bourbon de Parme, Chairman of the Compazz Foundation: “Our foundation will enthusiastically promote this unique partnership, which creates sustainable opportunities and solutions for all stakeholders involved in this global challenge, driven by tangible results and openness.”

About Royal Jaarbeurs

Royal Jaarbeurs was founded in 1916 to promote trade and industry. Now more than 105 years later, this ambition still forms the foundation of Jaarbeurs. Jaarbeurs organizes and facilitates the most diverse (international) events. From meetings, workshops and training courses to conferences, business events, award ceremonies, shows and large-scale events and exhibitions. Every year, some 2.3 million visitors find their way to Jaarbeurs. Engaging valuable connections is at the heart of everything Jaarbeurs does. Live and online.

Koninklijke Jaarbeurs media kit

Press contact: Esther Driessen, [email protected], +31 6 535 80 796

 About VIV Worldwide / VNU Europe BV

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. Visit www.viv.net.

Press contact: Lida Kokkini, [email protected], +31 6 275 66 284

About Amped Concepts BV

Amped Concepts orchestrates collaboration and propels innovation ecosystems forward using nature-inspired gamification principles. Our approach involves implementing a holistic organisational model that integrates the physical food chain with blockchain technology, tokens and smart contracts. Amped’s 20 years of experience ranges from building regional food systems, developing short food supply chain applications, to EU partnerships for local food system development, community and network building. Amped offers valuable connections, insights and funding opportunities. Amped leads the EU4Advice Living Lab for Central Europe in the Amsterdam Metropolitan Area. Read our Q&A to learn more.

Press contact: Mark Frederiks, [email protected], +31 6 113 75 921

About HubOrange!

HubOrange! gives stage to innovations and connects networks from the agribusiness and food sector to achieve regionalisation of food production together, in a sustainable and circular way. To HubOrange!, the primary producer is the starting point of innovation.

Press contact: Ir. Noud Janssen, [email protected], +31 6 419 03 439

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Press album

Photo: Royal Jaarbeurs – www.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).