HubOrange! is a Netherlands-based co-creation network initiated by Ir. Noud Janssen, focusing on collaborative innovation within the food and agri sectors. Functioning more as a dynamic innovation ecosystem than a conventional business entity, HubOrange! unites farmers, food technologists, designers, marketers, and entrepreneurs to drive sustainable transformation in food production, processing, and consumer engagement.
Core Business and Network Focus
HubOrange! operates as a co-creation hub designed to stimulate cross-disciplinary innovation in the agri-food industry. It actively facilitates collaboration among stakeholders across the value chain to develop future-proof food solutions. Its central activities include:
- Organizing innovation labs and food hackathons
- Developing regional food branding initiatives
- Bridging urban consumers with rural producers
- Supporting agripreneurs with design thinking and marketing expertise
Specialization and Unique Strengths
- Design-Led Innovation: HubOrange! integrates design thinking into agri-food challenges, making them accessible, people-centric, and visually communicable.
- Experience Economy Alignment: It explores how storytelling, food experience, and placemaking can add value to agri-food ecosystems.
- Focus on Co-Creation: The platform fosters genuine, bottom-up collaboration, empowering producers and consumers to co-develop solutions and narratives.
Project Highlights and Business Activities
While HubOrange! is not a conventional commercial entity with product lines, it has been involved in a number of recognized projects:
- Dutch Cuisine & Regional Branding: Partnered in initiatives to promote local and seasonal Dutch ingredients through experiential food journeys.
- Agri Meets Design (AMd): Supported collaborations between farmers and designers to tackle spatial and systemic challenges in agriculture.
- Innovative Food Concepts: Facilitated projects that helped launch new food concepts rooted in local culture and sustainable practices, particularly in regions like North Brabant.
Collaborations and Network Engagement
HubOrange! has established partnerships with:
- Agricultural Universities and Design Schools (e.g., HAS University of Applied Sciences, Design Academy Eindhoven)
- Local governments and EU-funded initiatives for rural development
- Food innovation clusters and cooperatives
This positions HubOrange! as a central catalyst in regional innovation, often operating within the broader scope of European Union rural and agricultural innovation funding programs.
Target Market
- Small and medium agri-entrepreneurs seeking innovation and branding support
- Food designers and tech innovators
- Policy makers and local governments focusing on regional development
- Urban food collectives and community-supported agriculture networks
Capabilities
- Concept Development & Storytelling
- Stakeholder Engagement & Facilitation
- Workshops, Labs & Experiential Events
- Rural Innovation Strategy
Recognition
Though HubOrange! does not compete for conventional business awards, its projects have received considerable visibility in Dutch innovation media and policy circles. It is often cited in reports and articles concerning rural revitalization, design in food, and agricultural transition strategies.
Certifications and Compliance
As a collaborative network and facilitator, HubOrange! does not directly produce regulated goods. Therefore, certifications are typically held by its partners and collaborators, such as food producers, cooperatives, or associated SMEs involved in agri-food production.
Testimonials and Impact
The impact of HubOrange! is qualitative and measured by:
- Stakeholder satisfaction in collaborative initiatives
- Visibility and adoption of co-created food concepts
- Regional food system transformation through design-thinking practices
Participants often cite the creativity, human-centered approach, and effectiveness of facilitation as core reasons for engaging with the network.