News » 10.06.2025 - Dutch visionairs push new narrative about sustainable horticulture at GreenTech
During GreenTech in Amsterdam, a group of prominent figures in the horticulture industry will introduce the manifesto titled "The First Sustainable Generation: A Plea for a New Sustainability Narrative."
The collective aims to use this manifesto to spark a wider discussion about what sustainability can achieve when driven by technology, progress, and courage. "We are the first generation that can enable both people and the planet to thrive," says Margriet Looije, one of the initiators.
Why this manifesto?
The prevailing sustainability narrative often emphasizes small-scale approaches, simplicity, and living in harmony with nature. However, the group asks, what if prosperity and sustainability can be combined? They suggest that technology could enable us to abundantly feed 10 billion people on a small area, freeing up space for nature. They envision a future where innovation leads to greater wealth, while also leaving a cleaner and more beautiful planet for future generations. The group argues that it is time for a new, complementary narrative—one that encourages innovation, trusts in technology, and empowers people to take responsibility.
GreenTech 2025 as a stage
The decision to launch the manifesto at GreenTech 2025 is intentional. This international trade fair for horticultural technology serves as a hub where innovations converge and the future of food production is both shaped and discussed. The manifesto will be presented to an audience of visionaries, policymakers, and entrepreneurs eager to collaboratively advance sustainable agriculture. The presentation is scheduled for Wednesday, June 11, from 3:50 PM to 4:30 PM on the Vision Stage.
About the group of initiators
The manifesto is spearheaded by a forward-thinking group from the horticultural sector. These members share a unified mission: to alter the perception of high-productivity agriculture, demonstrating that technology, efficiency, and sustainability can coexist and contribute to meaningful progress for society.
The initiators are:
Margriet Looije (Looye Growers)
Peter Hendriks (Hoogendoorn Growth Management)
Pascal Piepers (Ridder Group)
Charlotte Visser Langerak (Viscon)
Tom Zwinkels (Bryte Group)
Lotte van Rijn (Certhon)
John Overgaag (Kwekerij Overgaag)
Jelte van Kammen (Harvest House)
Marco van der Sar (Aislinc)
Hidde Boersma (wePlanet)
Source: www.floraldaily.com
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