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Food for the Future

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Food for the Future Food for the Future Rotterdam, September 2018 Innovative capacity of the Rotterdam Food Cluster Activities and innovation in the past, the present and the Next Economy Authors Dr N.P. van der Weerdt Prof. dr. F.G. van Oort J. van Haaren Dr E. Braun Dr W. Hulsink Dr E.F.M. Wubben Prof. O. van Kooten Table of contents 3 Foreword 6 Introduction 9 The unique starting position of the Rotterdam Food Cluster 10 A study of innovative capacity 10 Resilience and the importance of the connection to Rotterdam 12 Part 1 Dynamics in the Rotterdam Food Cluster 17 1 The Rotterdam Food Cluster as the regional entrepreneurial ecosystem 18 1.1 The importance of the agribusiness sector to the Netherlands 18 1.2 Innovation in agribusiness and the regional ecosystem 20 1.3 The agribusiness sector in Rotterdam and the surrounding area: the Rotterdam Food Cluster 21 2 Business dynamics in the Rotterdam Food Cluster 22 2.1 Food production 24 2.2 Food processing 26 2.3 Food retailing 27 2.4 A regional comparison 28 3 Conclusions 35 3.1 Follow-up questions 37 Part 2 Food Cluster icons 41 4 The Westland as a dynamic and resilient horticulture cluster: an evolutionary study of the Glass City (Glazen Stad) 42 4.1 Westland’s spatial and geological development 44 4.2 Activities in Westland 53 4.3 Funding for enterprise 75 4.4 Looking back to look ahead 88 5 From Schiedam Jeneverstad to Schiedam Gin City: historic developments in the market, products and business population 93 5.1 The production of (Dutch) jenever 94 5.2 The origin and development of the Dutch jenever market 97 5.3 The main players and clusters on the jenever market 102 5.4 Amsterdam – Weesp / Rotterdam – Schiedam 105 5.5 A new Schiedam? 106 5.6 A comeback for jenever? 107 6 Rotterdam Wholesale Market: future driving force of a food cluster at the Spaanse Polder business park? 109 6.1 Development of the Spaanse Polder business park 109 6.2 Spaanse Polder food & business park: the Wholesale Market 112 6.3 The future: ‘the puzzle of the Spaanse Polder’ 121 7 Barendrecht-Ridderkerk Trade Centre: 100 years of auctioning leads to the creation of a potatoes, vegetables and fruit (AGF) cluster of international significance 122 7.1 Introduction 122 7.2 Genesis of the Barendrecht-Ridderkerk Trade Centre 122 7.3 Space for the cluster: the development of Nieuw Reijerwaard 134 8 Innovation in arable farming on the ZHE (The islands south of Rotterdam): sector under pressure from competition and scaling-up 137 8.1 Introduction 137 8.2 History of ‘De Eilanden’ 137 Photography by: Adam Smok 8.3 Collaboration and cluster formation 141 8.4 A sector with stamina, but under pressure 148 4 Table of contents Table of contents 5 Part 3 Innovative capacity of the existing business community 153 17 Frontrunners of the ZHE Food Cluster (The islands south of Rotterdam) 206 17.1 Similarities: stewardship end evading margin pressure 206 9 Innovation of the business model for alignment with the Next Economy 154 17.2 Novifarm 210 9.1 A pioneering role for the processing industry? 154 17.3 De Hoeksche Hoeve 215 9.2 First lever for innovation: entrepreneurial management 155 17.4 Van Iperen 219 9.3 Second lever: collaboration in the chain 156 17.5 Den Bakker Bedrijven 222 9.4 A world of opportunities offered by collaboration 157 17.6 Intertaste 224 10 The matters that will make a difference 160 17.7 Nedato 226 10.1 Strategic themes of the Rotterdam Food Cluster 160 17.8 Fisheries’ Innovation Centre Zuidwest Nederland 227 10.2 Relevance and distinguishing capacity of innovation catalysts 161 17.9 Nederlof’s Vishandel 229 11 In the spotlight: the food cluster on the ZHE (The islands south of Rotterdam) 162 17.10 Bioriginal 231 11.1 Two forms of business model innovation 162 17.11 TTW 232 11.2 Building blocks of business model innovation 163 17.12 Van Peperstraten Group 234 11.3 The innovation ecosystem: collaborating with innovation partners 165 17.13 Tuinderij Vers 236 11.4 The innovation climate of the ZHE (The islands south of Rotterdam) 167 11.5 Qualities of the regional infrastructure 168 11.6 Entrepreneurs’ focal points 169 11.7 Developing innovative capacity 171 12 Conclusion: limited use of innovation, despite a favourable climate 172 Appendix: characteristics of respondents 174 Part 4 A glimpse of the future of the Rotterdam Food Cluster 179 13 Why and how do businesses of the future innovate? 180 13.1 The Businesspeople 181 13.2 The Pioneers 182 13.3 The Benefactors 184 13.4 The Conservatives 185 13.5 Similarities between innovators in the Rotterdam Food Cluster 190 14 Business models of the future 191 14.1 Customer segments 191 14.2 Value proposition 192 14.3 Channels 192 14.4 Customer relations 192 14.5 Revenue flows 193 14.6 Core activities 193 14.7 Essential company resources 193 14.8 Partnerships 194 14.9 Cost structure 194 15 Ecosystems and alignment with the Next Economy 195 15.1 The food cluster and the Next Economy 196 15.2 Are these really the businesses of the future? 197 16 Pioneers in the spotlight 198 16.1 Duijvestijn Tomaten 198 16.2 Floating Farm 203 6 Foreword Foreword 7 Foreword Many large world cities are located in a delta, strategic positions offering This book highlights the different economic sub-areas in our region and access to the sea and the hinterland. Every day, over 200,000 people leave reveals their wonderful history. The cohesion and interaction between these the countryside and head to the big city. It is estimated that within 15 years, regions is our strength. Combined with Rotterdam’s intrinsic entrepreneurship over 60% of the global population will live in metropolitan areas. and internationally-renowned knowledge institutions, we can ensure a successful, sustainable transition for the food sector in our region – and give When so many people live and work so closely together, more and more our international position a boost. We are the most innovative food region food must be produced. This is a huge challenge that requires innovative in the world, an international trendsetter, and that’s something we want to solutions. We see that cities are becoming an increasingly important driving preserve. This demands vision, courage and the willingness to work together. force behind sustainable, radical innovation. City administrators and residents To roll up our sleeves and get on with the job. And in Rotterdam, that’s are starting to realise that outdated methods and systems pose a risk to something that comes naturally to us! our future and need to be renewed. Cities are promoting efficient energy and water flows, sustainable food production, green and clean districts and Enjoy! decentralised, short supply chains. Meiny Prins This may sound like an idealistic vision of the future, but in fact we are already CEO Priva doing it: here, in the Netherlands, in the Rotterdam Food Cluster. In Food for the Future we demonstrate the versatility and economic power ‘Our region of food in our region. The Rotterdam Food Cluster was founded in 2014 to examine all that the food chain in our region has to offer. This voyage can justifiably of discovery has taught us that our region is home to a major dynamic be called one and innovative entrepreneurship with a strong international focus. We are justifiably one of the most complete and important food clusters in the world. of the most complete and In and around the Rotterdam delta leading international sectors have set up business, as such as companies involved in agrilogistics, industry and seed- important breeding. Not to mention knowledge institutions and specialists who know food clusters exactly how food grows and who actually develop the best products. in the world.’ Almost 10% of GDP comes from the food sector, which makes it one of the most important for our economy. This shows how vital it is that we do our utmost to retain our leading global position in this sector. We need vision and decisiveness, in both the short and the long term. We have an incredible opportunity to leave outdated models and systems behind us and switch to sustainable, circular business models, which ensure we can maintain our economic position in the future. This is unquestionably achievable, with the knowledge and innovative brainpower of the entrepreneurs, researchers and developers in our region. Introduction 9 Introduction The unique starting position of the Rotterdam Food Cluster A study of innovative capacity, resilience and the importance of the connection to Rotterdam 10 Introduction Introduction 11 Introduction where the food cluster was able to innovate in the past. A historical The Third Industrial Revolution will have a serious impact on the food industry. perspective of specific clusters of businesses provides an even deeper Businesses in the chain, from primary producers to the processing industry, understanding of the resilience of iconic clusters such as ‘Westland’ and the trade and logistics, will be confronted with major challenges. These are jenever industry in Schiedam. Another perspective focuses on the innovative already apparent and will be even more tangible in the near future. These capacity of individual companies. To what extent are they able to reinvent ‘agribusiness’ companies will also have to play an important role in solving themselves? And with whom do they cooperate in order to innovate? We can global food issues and the transition to a circular economy. The question is not also learn a lot from the businesses that are already taking the lead in the whether the chain should change, but how.
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