Agri-food Vision: Working Together Toward a True Value Food System

As a global agri-food leader, the Netherlands’ agri-food system is robust and innovative. However, the way in which we produce food today has a major impact on our soil, water, climate, the environment, animal welfare, and landscape, This is why we need a system change.

The goal of this change is to create a food system that operates within our planet’s limits. We can only create such a system if we recognize, value, and reward the social value of sustainable food systems. We call this True Value. In this vision you can read how Rabobank, as a cooperative and socially engaged bank with roots in the agricultural sector, aims to shape this step toward a True Value approach. We cannot do this alone, as all our chain partners also bear responsibility for this.

This revised vision not only builds on our 2023 vision, but goes a step further by incorporating new insights from the industry and current events. Where we previously outlined the contours of a future-proof food system, with True Value, we’re now deepening and expanding our course. This vision forms a logical continuation and reinforcement of the direction that Rabobank initiated previously.

The Dutch agri-food sector makes a major contribution to broad prosperity, and has a positive impact on health, food security, strategic autonomy, employment, income, the living environment, and culture.

But there’s also a flip side. The way in which we produce food today has a major impact on our soil, water, climate, the environment, animal welfare, and the landscape, which is why we need structural change toward sustainable and viable production methods that the earth can cope with. Not only in the Netherlands but also elsewhere in Europe and across the world.

The positive or negative external impact of food production is almost irrelevant in our current economic system. This blocks progress toward the change we need: Sustainable agriculture and horticulture increase social value, but has no obvious revenue model.

We need a system change. A change that recognizes, values, and rewards the social value of a sustainable food system. We call this True Value. And that demands something from everyone in the chain: From farmer to consumer.

As a cooperative and socially engaged bank with roots in the agricultural sector, Rabobank aims to shape this step toward a True Value approach. Such an approach still needs to offer opportunities for agriculture entrepreneurs. Together, we can build a strong and future-proof agri-food sector in the Netherlands.

Alex Datema introduces the revised vision with an appeal: The agri-food sector in 2040 can only flourish sustainably through system change. He also discusses Rabobank’s role in this. Rabobank has already taken many steps since the vision was published in 2023.

The Dutch agri-food sector’s strength in 2040
The Dutch agri-food sector will still be a global innovation and sustainability leader in 2040. Farmers and horticulturists will work more in harmony with nature and will receive fair rewards for their social value.

The agri-food sector’s current challenge
The agri-food sector is facing major challenges in 2025. Ecological pressures remain high and the importance of food security and strategic autonomy is growing. Innovation, extensification, and environmentally-friendly agriculture and horticulture together form a realistic path toward a future-proof sector.

True Value as a solution for a strong and sustainable agri-food sector
True Value is a realistic future scenario in which agriculturists are rewarded for their contribution to climate, the environment, and health. Cooperation, clear goals, and a common language enable everyone within the chain to work toward a sustainable and fair food system.

The consequences of True Value for the agri-food sector
Land shortages and stricter environmental regulations will reduce agriculture and horticulture production. Higher quality, lower costs, and new business models can, however, increase earning capacity. This future vision is realistic and appeals for cooperation throughout the chain.