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State Secretary Martijn van Dam asked 10 food professionals to give their vision on future food production and consumption. These visions are collected in the book ‘Aan Tafel!’. From string cheese and robots to food education and ‘less but better’.

Commissioned by the Ministry of Economic Affairs Ready for take-off took care of the concept, design and operation of this collection of essays. The ambition was to create a powerful and distinct book, which tells us the discussion about food, isn’t over yet. Firm statements and quotes in a clear visual style combined with strong portrait photography made by Jacqueline de Haas. The corporate identity (rijkshuisstijl) is the basis for the book design and we finished with an extraordinary binding method: an open back, which makes it possible to see each of the 10 essays in their own colour.

With the collection of essays, another valuable source of information has been realized. But there are more initiatives in this area. What if we bring this together?

Four ministries show on voedselagenda.nl how they cooperate with the business community and civil society organizations on safer, healthier and more sustainable food for everyone. The website contains articles, information on policies, essays written by stakeholders in the sector, reports of debates and events. All these initiatives contribute (each in their own way) to the future of our food. The website is an initiative of the ministries of Economic Affairs, Health, Welfare and Sport, Foreign Affairs and Infrastructure and the Environment.

The rich collection of diverse content requires a special website. On voedselagenda.nl we literally mapped all the initiatives. You can click around and surprise yourself by new articles and topics. By using the filter function, you can search further within your interests or work field. When looking for very specific information you can use the sharp search function. This website is not a catalog or library but an inspiring and interactive platform for (future) initiatives in the food field.

RFT-O developed the concept, design and was responsible for the technical translation of this website. Obviously, the Rijksoverheid-style was leading, but overall the design is in line with the essay book which this all started with. The specialists of Studio September took care of the technical realization of this complex site and managed to deliver a smooth and well functioning platform.

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  • Project style and itemsin collaboration with
  • Jacqueline de HaasPhotography book
  • Studio SeptemberWeb development
  • Gerrit Vermeulen Photography Christmas menu



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