FASCINATING

About FASCINATING

Fascinating is an open innovation programme based in Groningen that works on the future of food and agriculture. It brings together farmers, dairy farmers, companies, knowledge institutions and public bodies to build a more circular, regenerative and resilient agro-food system.

The programme is focused on creating healthier food with higher nutritional value, while also supporting a fairer business model for farmers. Its work spans the full chain from soil to consumer plate, with an emphasis on collaboration, knowledge sharing and practical innovation that can be scaled across the region and beyond.

Core Values

• Health: Fascinating starts from the idea that food should contribute to human health, with an emphasis on nutritionally rich ingredients and products.
• Sustainability: The programme aims for circular and regenerative agriculture that stays within ecological limits and supports a healthy living environment.
• Collaboration: Fascinating is built on cooperation between farmers, companies, researchers and public organisations, with knowledge sharing as a driver of progress.
• Fair value creation: A central ambition is to create a viable earning model for farmers and a balanced chain in which value is shared more fairly.
• Innovation: The programme focuses on practical innovation, combining knowledge, technology and partnerships to speed up the transition to a future-proof food system.

Unique Aspects

• Full-chain regional approach: Fascinating works across the entire chain, from soil and cultivation to processing, product development and consumption, with a strong regional focus on Groningen and links to the wider northern Netherlands.
• Open innovation platform: Rather than acting as a subsidy provider, Fascinating positions itself as a connector that helps parties collaborate and access public co-financing where relevant.
• Backed by ISPT and public partners: The programme is part of the Institute for Sustainable Process Technology (ISPT) and is co-realised by Nationaal Programma Groningen and the Province of Groningen.
• Agrofood Hub Noord-Nederland: Fascinating builds on the Agrofood Hub, where students, lecturers and industry partners work together on applied research and practical solutions.
• Regional food-chain covenant: In June 2025, Fascinating and partners signed the covenant “Gezond eten uit de omgeving,” aiming to strengthen short regional food chains and a healthy, future-proof food system.