Masterclass Innovations 11-12 April 2019

Innovate & Co-create

Redesigning innovation in food

The IFFI Masterclass Innovations on Thursday 11 & Friday 12 April 2019, was dedicated to Redesigning Innovation in Food.

For an impression of this meeting, please follow this link.

Target Group

Innovation/R&D managers, market intelligence and marketing managers, business development and consumer insight managers, product development specialists, process and application technologists and colleagues from the food ingredients industry who are interested in agile innovation strategies, consumer insight processes and blockchain.


(Re)designing food in rapidly changing consumer markets with digital technologies and lots of data! How do producers of food ingredients, operating in business-to-business environments, respond and come up with innovative concepts?

Thursday, 11 April 2019

Location Nhow Hotel Rotterdam, Wilhelminakade 137, 3072 AP Rotterdam
12.00 hrs Registration with lunch buffet
13.00 hrs Module 1A Insights Activation – in theory | Tom de Ruyck
15.00 hrs Break
15.30 hrs Module 1B Insights Activation – in practice | Tom de Ruyck
16.30 hrs Plenary discussion
17.00 hrs Drinks and snacks
18.00 hrs Informal dinner in the Fenix Food Factory
20.00 hrs Module 1C Pop-up stores and Concept Labs | Bart Fischer
21.30 hrs Closing of official programme: drinks and snacks
22.00 hrs Possibility to stay overnight in Nhow Rotterdam

Friday, 12 April 2019

Location RDM Innovation Dock, RDM Loft, Scheepsbouwweg 8, 3089 JW Rotterdam
09.00 hrs Module 2A Co-create and Innovate | Piet Buwalda
10.00 hrs Break
10.30 hrs Module 2B Blockchain workshop | RDM NEXT
12.30 hrs Lunch in the RDM Kantine
13.30 hrs Module 3A Design Thinking
14.30 hrs Break
15.00 hrs Module 3B Agile Acting
16.00 hrs Conclusions and wrap up – Halbe Vogel
16.15 hrs Closing of official programme | drinks & snacks

Topics & Guest speakers

Module 1A+B Insights Activation

Tom de Ruyck, Professor & Managing Partner Insites Consulting

Consumer Centricity – How to become an insight-led business?
Starting from the consumers’ perspective Tom de Ruyck calls upon the industries capability to identify consumer insights and activate consumer buying behavior. How to apply digital technologies and data in our innovation pipelines and portfolio’s? An inspirational and hands- on introduction to Insights Activation!

Tom is an expert in understanding and collaborating with consumers, creating consumer-centric-thinking organisations & preparing organisations and their employees for a future full of technological change, societal challenges and tremendous business opportunities. He gives over 100 keynote speeches, workshops and in-company presentations every year. Tom is a Managing Partner at InSites Consulting where he is responsible for innovation and advising global brands. He is also teaching as a Professor at different business schools in Europe and on the board of several (industry) organisations. He is co-author of ‘The Consumer Consulting Board’ and published over 65 white papers, articles in academic journals, business books and trade magazines. Besides that, he is an influential blogger and tweeter (@tomderuyck).

Module 1C Pop-up stores and Concept Labs

Bart Fischer, Consultant, accelerator, speaker & founder | 7BFT

Retailers like Albert Heijn participate in co-creation processes with their suppliers by facilitating Pop-up Stores and Concept Labs. How can food ingredients producers liaison with retailers and co-create with consumers innovative product concepts?

Innovator and strategist Bart Fischer (1970) has spent his entire working life working on innovation within manufacturers and Albert Heijn. At Albert Heijn, he was first responsible for the product innovation team, but for the last 5 years he was responsible for formula development at Albert Heijn. He was responsible for the development of formula differentiation, layout, look & feel, new modules such as sushi, picking garden, deli kitchen, bakery, and also for new urban supermarkets. Bart started last year with his own agency, which focuses on delivering the vision through innovation and strategy. At 7BFT, Bart Fischer has several international retailers and manufacturers as customers and regularly speaks about the future of food retail throughout Europe.

Module 2 Co-create and Innovate

Piet Buwalda, Manager Innovation Centre AVEBE and Associate Professor at Wageningen University
For individual food ingredients producers it becomes increasingly challenging to respond to the fast changing consumer wishes and customer needs. The next step is to co-develop and co-create innovative products with other companies in the food value chain. How? By doing innovation differently!
Co-creating Etenia™, burden or benefit?
How Etenia™, an enzymatically modified starch, has been the result of a co-creation process between different companies in the value chain. A process of 6 Sigma, Lean Start-Up and Design Cycles. It’s successes and pitfalls.Dr. Piet Buwalda obtained a PhD degree at the University of Groningen on a topic on hybrid organic-inorganic polymers. He started at AVEBE in 1989 in starch modification research. Nowadays he likes to focus on enzymatic modification of starch for food fibers and their health promoting effects. He also works as a part time associate professor at the Wageningen University.

Module 2B Blockchain workshop

RDM Next, RDM Innovation Dock

In the Blockchain workshop you and your team members form a Blockchain with Traders, Hubs and Miners to experience how a Blockchain can work. In addition, you try out whether it is possible to hack the system or steal items that are recorded in the Blockchain. You learn how a decentralized system offers new possibilities to deal with information.RDM Next is a creative space in the middle of the Innovation Dock, combining a group of companies in the field of IoT, Machine Learning, 3d printing, robotics etc.

RDM Next is the next chapter in the development of RDM Makerspace, which started in 2013 to stimulate innovation by starting new initiatives and by sharing knowledge. In the first five years dozens of start-ups were welcomed to start their business. Examples of initiatives are the RAMLAB, the IoT Academy, Cyber ​​Central, Dent and Captain AI. Knowledge gained from these initiatives is now the base for workshops and creative sessions. Their motto? We don’t talk, we do!

Module 3 Design Thinking & Agile Acting & Lean Startup

Theo van de Poll – Utenpolle & Jan Vaessen – Jan Vaessen Facilitation

Innovation methods Design Thinking and Agile Acting are proven tools to be used in the IT industry, but how can they be implemented in the food processing industry? What are false perceptions and true pitfalls? How can food ingredients companies and food manufacturers apply Design Thinking and Agile acting?

Jan Vaessen and Theo van de Poll provide an insight in redesigned and integrated innovation processes in food.

Theo van de Poll is a seasoned innovator with almost 30 years of experience in product- and process innovation, mostly in the arena of consumer goods. For many years he operated within a complex environment of Unilever R&D (within the various Categories: Foods, IceCream, Beverages, HomeCare). “When working to find solutions for various challenges and quests, I normally ‘start with the consumer in mind’, understanding the real problem first, and then work myself back to find a (technical) – sometimes bold and unorthodox – solution.”

Pragmatic, purposive, analytical, accessible, intelligent … some words that can be used to describe the professional facilitator Jan Vaessen (1969). After gaining his doctorate in Chemical Technology, he started his career in 1996 as a researcher with Unilever. He soon moved on to a position as a project leader, specialising as a facilitator for innovation projects from 2000 onwards. In 2008, he received certification from the International Association of Facilitators (IAF). He also has licences for a number of specific tools.

Locations & accommodation

Nhow Hotel Rotterdam
Surround yourself with the latest design, art & architecture from Rotterdam, in a hotel designed by renowned architect Rem Koolhaas (OMA). This hotel will be our location for module 1 of this masterclass.

Address: Nhow Rotterdam, Wilhelminakade 137, 3072 AP Rotterdam,
tel. (0)10 206 7600

IFFI has optional reservations until 1st of April on premium rooms incl. breakfast at a rate of € 164,00. We cannot guarantee accommodation after the 25th of March. The hotel has parking facilities in the Q-Park garage underneath the hotel and offers parking tickets for € 3,00 an hour with a maximum of € 25,00 a day

RDM Innovation Dock
RDM Rotterdam is the hotspot for innovation in the port: this is where the manufacturing industry of the future is taking shape. The Masterclass on Friday will be held amid the robot arms, 3d printers and other developments at the Innovation Dock in Rotterdam.Address: RDM Loft, Scheepsbouwweg 8, 3089 JW RotterdamFenix Food Factory
The Fenix Food Factory entrepreneurs found each other in 2014 in the streets of Rotterdam, with a love for food and crafts. A passion was shared, a plan was made and a dream was realized in an old harbor shed on Katendrecht. Under the name Fenix ​​Food Factory, these entrepreneurs offer Rotterdam a culinary breeding ground; a place to shop, to learn how the products are made and to experience traditional flavours.Address: Fenix Food Factory, Veerlaan 19D, 3072 AN Rotterdam

Registration and accommodation

The IFFI Masterclass programme includes dinner and drinks and excludes eventual accommodation costs. Participation costs for non-members are € 950,– including 3 modules, dinner and lunches, excluding VAT and hotel accommodation. Participation costs for IFFI colleagues are covered by the membership fee. However, for cancellation of participation after 1st of April we will charge you € 300,–. IFFI can arrange a hotel room for you in Nhow Rotterdam.

Please use the online registration forms below to register for one or two days and to request a hotel room. Please note that in case of hotel cancellations after the 1st of April, we are forced to charge you 100%.

Please register before the 1st of April to ensure your participation and eventual accommodation!

Registration members / Registration non-members

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