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Agri-food Vision: Working Together Toward a True Value Food System
Opinion
Alex Datema: “Improving the Sector’s Resilience and Sustainability”
It is 2040. The Dutch agri-food sector is strong, innovative, is a global leader, and is sustainable. This Rabobank agri-food vision makes clear that this is not a dream scenario but a realistic one. However, to realize this scenario, we do need a system change in the coming years. Without this change, we will remain trapped in a system that can only survive if it operates on a low cost price model, with no regard for broader social interests. Or a race to the bottom, with only losers.
Reward Social Values
This system change includes recognizing and rewarding the social value of a sustainable food system for our Dutch society. This change, also known as True Value, demands the commitment of all food system partners, including agriculturists, suppliers, processors, retailers, wholesalers, consumers, and government agencies. Ultimately, this True Value approach is also the key to enhancing farmers’ revenue models.
Speaking the Same Language
In essence, this message is not very different from that stated in our 2023 vision. And yet, we decided it needed revising. Because the world around us has seen major changes over the past two years. Sector, political, and knowledge organizations have taken many steps and Rabobank has also played a role in this.
Engaging All Parties
One major achievement, for example, is that in the summer of 2025, we managed to get many stakeholders to agree with the idea that the economy should evolve in line with the True Value model. Together, we started a process that should result in a uniform sustainability language: True Value Language. This True Value Language forms the basis of an incremental reward system for this social value. We also helped large groups of customers by providing transition financing under favorable conditions, and we have also taken other steps (see frame).
This revised vision also places increased focus on the importance of food security, strategy, and autonomy. You can also read what other actions we will be taking in the coming years to improve the sector’s resilience and sustainability. Because in addition to a relevant, current, and shared vision of the future to which everyone can relate, a transition takes a lot of time. The vision provides an overall impression rather than detailed analyses of the different sub-sectors. You can find the details in our sector visions.
This agri-food vision addresses the system change we believe is necessary and in which we want to play an active and supportive role. Rabobank certainly does not want to call all the shots, as entrepreneurs remain in control of shaping True Value within their own agriculture company.
Supporting and Facilitating Entrepreneurs
I’m still proud that Rabobank announced for the first time in 2023 that we are aiming for a sustainable food model that demands a redesign of the economic system. That idea still stands firm in this vision. We support and facilitate entrepreneurs who want to have a healthy and sustainable agricultural company in fifteen years’ time. However, we cannot do that alone and need the commitment of all sector stakeholders.
Rabobank Contribution
Steps We Have Already Taken
We have already taken many steps since the vision was published in 2023. We helped customers, developed new propositions, and worked together with other parties. A selection of the initiatives: