By: Redactie 08 Oct, 2018

The global fruit and vegetable sector is constantly innovating, and the new generation has noticeably different patterns of consumption than the current consumer generation. Combining the strengths of this new generation with the best businesses opens up the possibilities to create truly new innovations, and that’s what happened on Thursday 4 and Friday 5 October at Market Match in Rotterdam’s Maassilo!


The overall Market Match winner and the idea that won a food trip to South Africa is Goed Brood (‘Good Bread’). More than 50% of this recipe is made up of vegetables, without that affecting the flavour of the loaf. The jury saw this as the most promising concept, as it capitalises on the social issue of people not eating enough vegetables. ‘I definitely see a market for this,’ confirms Coen Struijs from Rabobank. Ditte, Romy and Lisa, who came up with the winning idea, are looking forward to putting their concept into practice. They have already been approached by the Brood Innovatiecentrum (‘Bread Innovation Centre’) and would like to meet with Rabobank. Second prize, a food trip to Paris, goes to Happy Confetti: vegetable confetti for children that can be added to any meal. In third place, and walking away with a food trip to Brussels, was ‘Smartfood’: personalised nutrition advice based on the contents of your refrigerator. Finally, the fourth-place prize of tickets to the Fountainheads went to Binder, a Tinder-like app that matches young talent to businesses in the food sector.

Markt Match event

The goal

200 young people taking MBO (senior secondary vocational education), HBO (higher professional education) and university courses were given the challenge of working with established businesses in the fruit and vegetable sector to transform the food sector. They tackled challenges both from and together with global actors in the regional food sector, looking at vegetarian food, food waste and how to recruit young talent. The ideas received a boost from the inspiring keynote speeches by Rob Baan (Koppert Cress), Cindy van Rijswick (Rabobank), the Fountainheads and Steven Timmers (RedStar). On Friday afternoon the 40 multidisciplinary teams presented their concept to members of the jury, with the innovators of the seven best concepts being invited to step onto the stage and present their idea to both the entire audience and the main jury, which consisted of Irenke Meekma (Bakker Barendrecht), Steven Martina (The Greenery), Johan in ’t Veld (Cool Fresh), André Dijk (Hessing Supervers) and Coen Struijs (Rabobank).


The event was organised by Rotterdam Food Cluster, Bakker Barendrecht, Cool Fresh, Fresh Produce Centre, Hessing Supervers, Koppert Cress, Rijk Zwaan, The Greenery, RedStar, 4Evergreen, Rabobank, Hillenraad Partners, Provincie Zuid Holland and Greenport West-Holland.

If you would like to find out more about this event and/or the students’ innovative solutions, please contact Sharon Janmaat.