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New Holland Pavilion Presents Smart Solutions and Innovations

27 January 2016

This February 3rd - 5th the Fruit Logisitica fair takes place in Berlin. This international trade fair for fresh products has more than 2,700 exhibitors and more than 65,000 visitors coming from more than 100 countries. The Netherlands is the one of the top participating country, with nearly 300 exhibitors. This year, the Dutch participation in Berlin is partly dedicated to future challenges and technologies. Attention will be given to global food challenges: how can we feed 9 billion people in 2050 in a sustainable way?

In 2050 the population is expected to hit 9 billion, 80% of which will live in cities. How will people be taken care of in the mega-cities in the future? 'Smart' solutions are necessary. The Dutch fruit and vegetable sector believes that only intelligent concepts and technology, like metropolitan farming, smart buildings, personalized food and 3D food printing will be the answer. What are the future opportunities for the fresh produce sector?

These topics will take centre stage in the new Holland Pavilion 'Meet the Smart Dutch' in Holland hall 3.2/C-26. The new Dutch Holland Branding Model "Sustainable Urban Delta" was developed from the current EU Presidency. With this, the Netherlands is trying to communicate how they can smartly feed the world in the future in a sustainable way through cooperation with the top nine sectors, including horticulture and seeding.

'Dutch Design' in the new Holland pavilion in hall 3.2/C-26
For the first time all the participants in Holland hall 3.2/C-26 have a joint stand, where visitors have been promised by 'Meet the Smart Dutch' that they will be able to talk about the challenges and solutions for the future. The new pavilion is an initiative of the interest group GroentenFruit Huis and Stitching Holland Fresh Group, in cooperation with various organizations and companies like the Dutch embassy in Berlin, Business Park Westland (ABC Westland, Koninklijke FloraHolland, Honderdland/Westland Marketing), Innovation Quarter, Grodan, Koppert Cress, Foodcluster Nieuw Reijerwaard, Priva, Rabobank, Rotterdam Partners en the city of Rotterdam. The project is being coordinated by Ad Berends, who developed the vegetable pavilion at the Floriade, and Jochem Wolthuis, German representative for GroentenFruit Huis.

The Dutch design of the new joint stand is very surprising. It combines typical Dutch tradition and futuristic black and white photos to contrast with the colorful fruits and vegetables at the fair. On a large 129 square foot screen beautiful images will be shown along with a video about the metropolis and the port city of Rotterdam.

Intensive seminar program - Holland hall 3.2 'Smart Fresh Food Solutions'
On Wednesday, February 3rd from 5:00 p.m. to 6:30 p.m. the 'Smart Fresh Food Solutions' seminar will be held. Meiny Prins (Priva director) and Fred van Heyningen (Rabobank Global Head Food & Agri Banking) will share their vision of the future with 50 seminar participants (clearly audible through headsets). Afterwards there will be a "Happy Smart Hour" with the Dutch exhibitors. On February 4th
Rob Baan (Koppert Cress) and Meiny Prins (Priva) will share their knowledge on 'Metropolitan Farming - the sky is the limit' during the Future Lab from 2:00 p.m. to 2:30 p.m. (hall 21). On Thursday, the second day of the fair, in the Holland pavilion from 4:45 p.m. to 5:30 p.m. the 'Feed the city experts meeting' will take place with Kees Struijk (Grodan), Peter Ravensbergen, Program director of food safety at Wageningen University and Rob Baan (Koppert Cress).

Holland hall 3.2 visitors will be well cared for
Holland hall visitors will be warmly welcomed by hostesses in a surprising Dutch outfit. They will be handing out a Holland hall map with all the Dutch exhibitors. TV Masterchef Holland 2015 Gary Loen and TV-Masterchef 2015 runner-up Stan Broere, will be onsite in the kitchen, preparing delicious, fresh ingredients from the Netherlands, inspired by Dutch cuisine. On the menu there will be fresh mushrooms from Holland, as part of a new Dutch B2B mushroom campaign, fresh Delizzimo strawberries from Holland Strawberry House, seaweed and bell peppers from Arava Holland, sweet corn on the cob from Hermans Suikermaïs, apples and conference pears from Jan Oskam, a variety of fresh vegetables from Staay Food Group, freshly cut onions from Smit's Uien and various organic products from Eosta.

BRON: Agf.nl