Fascinating

Fascinating is an open innovation programme in Groningen that works toward a circular agricultural system where sustainability, nature, healthy food, and a viable income model for farmers are balanced. The initiative connects the full chain from farm to plate and brings together farmers, provinces, SMEs, knowledge institutions, agro-food companies, and other partners to co-develop practical solutions for the future of food and agriculture. Its work spans themes such as sustainable cultivation, healthy nutrition, sustainable processing, value-chain collaboration, and regenerative farming, including projects that explore new crops, energy use on farms, and product development from locally produced ingredients. The programme emphasizes cooperation, experimentation, and translating ideas into real-world projects, and it presents itself as a platform that actively invites organisations and social partners to contribute. The team behind Fascinating consists of experts in agriculture, healthy food, and sustainability, including program directors for areas such as healthy nutrition, sustainable processing, regenerative soil management, and technical leadership. Its mission is to help build a future-proof food system in Groningen and beyond, one that is healthier, more circular, and better aligned with biodiversity, the environment, and the long-term prospects of farmers.