With The First Sustainable Generation, we are building a hopeful and sustainable future together.
There are many paths towards sustainability, and they reinforce one another. The green movement is well known and important. When we talk about creating a more sustainable world, it is often said that we need to cut back: consuming less, returning to nature and working with shorter chains.
This movement is valuable and has achieved a great deal. However, the debate is too one‑sided. I also argue for those other currents that are pulling the world in the right direction. Because alongside organic production and consumer awareness, there is another solution pathway that is still too often underexposed: high‑tech production. Technology and innovation can play a key role in achieving a sustainable future.
With that conviction, we launched The First Sustainable Generation last year. It is a hopeful story. Our past was unsustainable because humanity itself was unsustainable. The twentieth century was unsustainable because the planet suffered. Now, in the twenty‑first century, we have a unique opportunity: we can be the first generation to enable both people and the planet to prosper. If we put our shoulders to the wheel and continue to innovate, we can become increasingly prosperous while reducing our impact on the planet. The technological narrative makes this possible: producing more with fewer resources, while leaving more space for nature.
Of course, I am concerned about the climate. We too place a burden on the environment with our greenhouses. We have shown this transparently in the Reward and Pricing project. But in doing so, we have also demonstrated that we contribute significantly to society and that we are actively working to reduce our environmental costs.
By investing in technology and innovation.
Innovation enables us to achieve more with fewer resources. That means less energy, less water and less space. And therefore more space for nature and a healthy planet. In this way, prosperity and a healthy planet reinforce one another. Moreover, in our greenhouses we produce healthy food for millions of people. That is the unique strength of greenhouse horticulture.
Those who know me know that I am a connector. How powerful would it be if we could connect the story of The First Sustainable Generation with all the other initiatives that are helping to move our world forward? From industry peers to agricultural pioneers, and from green organisations to policymakers. Let us inspire one another, share knowledge and work together to innovate.
The First Sustainable Generation believes in the power of people. Join us, draw hope from this story, and help build a sustainable future.