vision mission model

Vision

Our time

We live in a time where almost everything seems possible, yet the world too often doesn’t seem to make sense.

A kiss from the past

A century ago, in some parts of the world, if someone found a piece of old bread lying in the street, they would pick it up, kiss it, and place it on a wall for the birds to eat. Times have changed, and many would argue for the better. But how can we claim that things have improved if we don’t value our food? Bread, for example, has become the most wasted food in the Western world. According to an article by NRC Handelsblad (10 May 2019), about 25% of all bread in the Netherlands ends up as waste. It’s important to reflect on what progress means and investigate the relationship between food, values, and other essential aspects of being human.

Separating at the speed of light

Information technology leans heavily on our fast senses: vision and sound. Sometimes it feels that technologies leaning on vision are separating us at the speed of light rather than connecting us in a meaningful way. We need to reflect on these observations, think about speed and consider ways to counterbalance the rapid influence of computing on our daily lives, our thoughts, and behavior. By revaluing our slower senses—smell, taste, and touch—we may be able to interact with our surroundings differently and achieve a better balance.

Path of minimal energy and minimal risk

Western economies have led to progress and innovation, but they have also polluted the environment and eroded our values. Among the concepts that characterize our complex economic system are minimizing physical and mental effort, advocating for increased consumption, rewarding profit maximization, and avoiding risk. Nowadays, more people are becoming aware that a meaningful life often does not align well with such economic concepts. It is unlikely that meaning can be gained by pushing a button effortlessly and having others do the work for you. Rather than following the path of least effort and minimum risk, it is more likely to be achieved by finding the right balance between the convenient technologies the modern world offers us and the effort it takes to deserve being called human.

We need to talk about scale

Too late for pessimism

Our social obligation is to find ways that provide meaning, purpose, and tools to help people, especially young ones, navigate through challenging times. It’s too late for pessimism; instead, we must promote fundamental and creative ideas that inspire problem-solving and pave the way toward a more sustainable future.

Mission

Promote circular innovation

How can we reduce food waste in a creative a meaningful way? What can we learn from this challenge, and what new and valuable ideas can spin off from this process? One of the the school’s mission is to develop inspiring interventions and educational programs within an artisan space, based on these challenges. Our training programs promote valuable ideas for sustainability managers in various business fields, enriching projects that promote social innovation and sustainable thinking.

Exploring new circular and social business models

The ways in which food is produced, consumed, and wasted have a deep impact on individual, societal, and planetary health. Large-scale industrial agriculture, which dominates our food system today, causes significant greenhouse gas emissions, biodiversity loss, water pollution, and soil depletion, among other negative environmental impacts. Our food system is designed to maximize production, efficiency, and sales at the cost of degrading soils, ecosystems, and ultimately, our own health. As food systems have scaled and industrialized, food has become more and more processed, and the rates of diet-related chronic diseases have skyrocketed into a global epidemic. At the same time, it is estimated that 40% of food is wasted globally, due to a diversity of reasons from “perfect” produce standards to throw-away cultural norms.

These large-scale, industrialized food systems dominate the market and influence the way many of us are taught what the ‘right way’ is. Large scale food systems are cost-effective in the short term, but what about the long-term implications? Are the principles guiding large-scale companies the only economically sustainable option in the food industry? Is there enough market space for alternative models? How can we ensure that there remains enough viable market space for small businesses in a market primarily dominated by cost-effectiveness and price? What smart and creative ideas can we develop to bring balance back to our society and make more sense of the times we live in? Countless farmers, artisan companies, and food activists are seeding a movement to explore small-scale, regenerative food system alternatives. Our goal is to support this effort and help explore alternative business models.

Getting into orbit

Our metaphorical goal of ‘getting into orbit’ describes our pursuit of alternative more social and environmentally friendly business models that can achieve economic viability without the immediate need to adhere to a linear, extractive ‘take, make, scale, waste’ model.

The competitive nature of our Western economic system and its emphasis on large-scale operations has undoubtedly driven innovation and progress. However, its primary objective to maximize profits and minimize costs sometimes comes at the expense of social and environmental ethics. Even social brands that achieve success and rapid growth are susceptible to being pulled back by the ‘gravity’ of this system, potentially compromising their initial values.

It would be naive to completely oppose the strong “gravitational pull” and “success” of this economic system, partially characterised by the linear path of minimal energy and minimal risk discussed before. However, it is increasingly evident that this system is approaching its limits, necessitating new ideas and circular business models that prioritize social and environmental values alongside economic viability.

Our circular bakery is a pioneering model that demonstrates the potential of circular and socially-oriented economic principles in practice. Our young workforce has the space to experiment, learn about craftsmanship, and revive traditional baking methods or develop new circular ones that inspire others to follow our example. We are not only learning how to reduce food waste but also create a playful and educational business model that provides many young people with purpose and meaning, allowing them to develop ideas for a future that makes more sense.

Let’s work together and support this mission.

Model

Slow senses & creative flow

We comprehend our world through our senses, synthesizing and interpreting information gathered through sight, sound, touch, smell, and taste. Vision and hearing perceive information that travels quickly and currently dominate the way we perceive and interact with our environment. You can hear and see things that are far away, but you cannot smell, taste, or feel something that is not near you. While vision and hearing are very efficient, they also promote a kind of distance that can eventually lead to indifference and a narrower worldview. There is a clear relationship between the quality and dominance of these fast senses, the formation of our values, and the evolution of economic models.

Many would agree that current technological developments promote excessive speed in our daily lives and lack genuine engagement. To progress in a more balanced and meaningful way, we may need to slow down and engage more often with our slower senses.

Our circular bakery provides the opportunity for people to engage and elevate their slower senses, helping them rebalance their interaction with the environment. For example, mastering the art of making sourdough bread requires bakers to use all their senses, including smell, taste, and touch.

By involving people in an artisanal process and reviving their slower senses, we promote new perspectives for observing and interacting with the environment. We challenge our clients to co-develop new procedures and recipes that rely on these senses and help reduce food waste. This training model increases their awareness and drives more creative and fundamental ideas, promoting more socially and environmentally friendly business cases

Science & Senses

Both science (rational thinking) and senses (intuitive perception) play important roles in stimulating creativity.

More about Smell
The science of smell and how scent, emotion, and memory are intertwined
in the Proustian moment…. read more

More about Taste
Flavor in the brain and desire to be creative … read more

More about Touch
The science of touch convincingly suggests that we’re wired to—we need to—connect with other people on a basic physical level… read more
Why physical contact can make you happier and more successful….. read more

Artisan Space & Craftsmanship

Our training programs are conducted in an artisan space that fosters craftsmanship. Here are some reasons why craftsmanship is an important part of our model:

Quality and Durability: Craftsmanship promotes attention to detail, resulting in items that are durable and long-lasting.
Cultural Preservation: Craftsmanship helps preserve cultural heritage and skills that have been passed down through generations, maintaining a connection to history and cultural identity.
Economic Value: Skilled craftsmanship can create unique, high-value products.
Sustainability: Craftsmanship often involves sustainable practices, using materials efficiently and creating products that are meant to last, reducing the need for mass-produced, disposable items.
Aesthetics: Crafted items are not only functional but often also aesthetically pleasing.
Personal Satisfaction: For artisans, craftsmanship provides a sense of pride and personal fulfillment. Creating something with one’s hands and seeing the finished product can be deeply rewarding.
Innovation and Creativity: Craftsmanship encourages innovation within tradition, allowing artisans to experiment with new techniques and ideas while maintaining high standards of quality.