VIPS pilot Personalised Nutrition to start 12 April next

The VIPS pilot (Vitality & Interaction via Personalisation makes us Stronger together) is a Personalised Nutrition implementation (PN) project that will give insights into ecosystem roadblocks. VIPS is set up as a small-scale pilot, driven by a multi-disciplinary coalition of selected Personalised Nutrition Partners to help to better understand the customer journey in a mass market setting. We start with a targeted population of care workers with a Personalised Nutrition intervention. VIPS’s two main goals are:

1: Empower the employees from nursery home Maeykehiem – as a representative of the mass market - to live more vital lives.

2: Help Personalised Nutrition businesses connect and set up a complementary ecosystem that adds true value for the user ánd the connected private partners and generate data on what works and what not.

VIPS does this by combining the strengths of several different PN companies to offer the employees of Maeykehiem a truly innovative, effective and fitting PN intervention that should enhance their vitality. An important aspect of this project is to learn from every step the consortium takes.

The following companies and institutions are involved in VIPS:

  • Maeykehiem: Frisian nursery home for mentallyo disabled people
  • Verdify: Truly personalised recipes, powered by AI.
  • MyOwnHealth: Personalised supplements based on a blood test.
  • Fitsurance: Data and knowledge driven lifestyle coaching for personals health.
  • The Right Meal: Online access to dietitians and targeted recipes.
  • LHM Diagnostiek: Biomarker measurements.
  • PhenomX Health: Personalised advice targeted at peri-menopausal women.
  • BlockSmith: Decision engines for health and mental wellness.
  • WEcR: Social and psychological research
  • Innoboost: Consumer centric research into personalized vitality.
  • TNO: Guidance in setting up and reporting on the intervention
  • Foodvalley NL: Initiation and overall management

More information about the pilot or in joining the PN community? Please contact Judith van der Horst.

Global Insights Personalised Nutrition

Did you know that Personalised Nutrition is now a global phenomenon? It thrives on local solutions that respond to regional demand. On February 6, Foodvalley NL gave the floor to five Personalised Nutrition Community partners and experts from different parts of the world to highlight the opportunities and challenges. Sharing these local examples is one of the key success factors for the further development of Personalised Nutrition.

Key findings

More than 40 PN partners joined online. Key take aways are: 

  • Despite tough global economic PN downturn, personalised nutrition is still very relevant, especially for younger target audiences.
  • We see a lot of future in personalised nutrition for strategic partnerships between tech and health.
  • Just by changing unhealthy food items in your basket to healthy items, we see 5kg of bodyweight loss. This can translate in great PN opportunities with clinical relevance.
  • In Columbia, we say ‘full belly, full heart’. Food is more than nutrition and we need to take cultural aspects into account in personalised nutrition.
  • Because of the strong consortia and specific funding opportunities, Europe is and will be leading the global personalised nutrition developments.

Community partners can find the recording in a few days on

Get in contact

Judith van der Horst-Graat
Innovation Lead Food & Health

About the Personalised Nutrition Community

As a practice leader in the field of Personalised Nutrition & Health, Foodvalley knows what our partners need to be successful in the food transition. That is to collectively tackle roadblocks that we cannot solve individually. The Foodvalley Personalised Nutrition Community has defined that as the collective mission. On this journey we are building a connected, expert and supportive ecosystem for Personalised Nutrition. An ecosystem on which we can grow together towards a sustainable and viable businessmodel. 

This online event was held exclusively for Personalised Nutrition Community partners. Are you interested in joining the PN community? Please contact Judith van der Horst.

Winners of Prize Based Challenge on Personal Nutrition announced

The winners of its first Prize Based Challenge on Personalised Nutrition For All are announced. The challenge, a partnership with EIT Food, Food Valley NL and Food Innovation Hub Europe, is a call to action to find innovation solutions to reduce obesity and malnutrition. The Personalised Nutrition for All Challenge invited multi-stakeholder groups, startups and early-stage solutions that support these focus areas to submit proposals for review. 

The six winners, announced at the EIT Food Annual Event in Brussels, were chosen against three tracks: Route to Market, which looks at reducing obesity and malnutrition by making tools more affordable and accessible to a broader community; Behavioural Change, exploring how we can empower consumers to manage their health; and Science & Big Data, seeking to enable a more targeted approach to consumers’ health. 

The winners in each category are:

Route to Market 

  • EKTAH: Providing new nutritional solutions to reduce body weight gain. 
  • Nutrinomics & Ligue Cardio: Making personalised nutrition accessible to high-risk, underprivileged populations. 
  • L3M Technologies Ltd t/a Salus Optima: The integration of real-time metabolic, behavioural and lifestyle monitoring into a personalised nutrition service for effective weight-loss and health-gain. 

Behavioural Change 

  • Aigecko Technologies SL: An AI-based nutritional tracker for objective, continuous, friendly and easy to use food intake monitoring. 
  • Roche Diagnostics: Simple personalisation for large groups of consumers in a health care setting, with the aim of preventing people with pre-diabetes from developing diabetes.

Science & Big Data 

  • Verdify: Using technology and nutrition science to provide hyper personalised nutrition recipes to help tackle obesity.  
Each of the winners are awarded €30,000, with the possibility of further funding from EIT Food in the future. The prize money will be used to support the development of the proposed solution into a viable project plan over the course of two to six months. EIT Food will select the most promising projects among the winners and allocate enough funding to sustain the development to go to market. 

Foodvalley congratulates all winners but especially Foodvalley partner Verdify. 

Why using a shared facility can be good for your business?

Take for example Dutch pilot run facility AlgaePARC. This facility works with SMEs to develop new technologies that can accelerate progress towards a green, circular economy. For the past ten years AlgaePARC located at Wageningen Campus has served as a shared facility of technology development for microalgae production and biorefinery. Two companies – FUMI and Algreen – have so far been founded based on research carried out at AlgaePARC. Three other SMEs are currently using AlgaePARC’s facilities.

The EU recognises the importance of microalgae in achieving a transition to a green and circular economy, and its REACT-EU programme recently awarded AlgaePARC funding which will enable SMEs to further develop their innovative technologies at this shared facility.

Maria Barbosa, director AlgaePARC explains: ‘AlgaePARC 2.0 will be able to offer access to new screening systems that can select algae strains more quickly, and the facility will also develop a biorefinery unit capable of isolating functional ingredients as well as biomass. Production and testing capacity will also be expanded at the laboratory, pilot and demonstration levels, and innovative sensors will be introduced to enhance product quality’.

The funding application process was supported by the Bioprocess Engineering chair group and Shared Facility Finder.

Sharing facilities, just look at AlgaePARC and the businesses that benefit from its use, is a proven method to make innovation facilities available and cost-effective for both users and facility providers.

Petra Roubos, Manager of Shared Research Facilities at Wageningen and Research and Lead Shared Facilities at Foodvalley NL says: ‘Demand for these facilities is growing, so AlgaePARC needs to make new investments and increase its capacity to host SMEs and start-ups. Roubos emphasises that these organisations are able to accelerate the roll-out of their innovations due to the additional space to test and develop new technologies for microalgae production, biorefinery and product development’.

Roubos continues: ‘Investing large sums into the development phase is a high-risk activity and it is difficult for individual businesses to secure that kind of funding, by sharing facilities businesses get support they need’.

Shared Facility Finder helps businesses and institutes to find the best research equipment, scale up and production, development and testing facilities. When it comes to a new facility Shared Facility Finder advises funding options to help purchase a new facility. Shared Facility Finder is an initiative by Foodvalley NL and Wageningen University and Research. Together we encourage businesses and institutes to use or share facilities.

Shared Facility Finder for free advice

We are happy to help you to:

  • find the best facility for your need
  • include your facility in our range of shared facilities
  • explore the funding options and/or find potential partners to jointly invest in new facility?

Please contact us via or visit Shared Facility Finder.

Free shared facility advice

Please contact us via +31 317 48 79 91 or via email:

Happy Feet on Healthy Food starts pilot during the 4Days Marches of Nijmegen 2022

Today the Nijmegen Marches 2022 officially started. Booster 2021 winner “Happy Feet on Healthy Food” will use this event to do a pilot with several participants.

In 2021 Foodvalley NL developed a Booster Award, powered by Food Innovation Hub Europe, to accelerate the food transition. Three initiatives were rewarded last October. One of the winning initiatives, “Happy Feet on Healthy Food”, aims to support participants of walking events in their nutritional choices. Recovery is of great importance after exercise, especially with the extreme temperatures during the marches this year. During the 4Days Marches of Nijmegen 2022, “Happy Feet on Healthy Food” offers a recovery smoothie to research and support healthy food choices.

The project is a multi-partner initiative of Radboudumc, 4Day Marches organisation, Albron catering & horeca and the IML Walking Association. The Booster Award 2021 acted as an incentive to find multi-partner initiatives that support the reduction and prevention of obesity employing personalised nutrition tools. The winning initiatives received: 30,000 euros each as development budget, 1 year of monitoring, visibility, and access to a large international food network.

About the Happy Feet on Healthy Food Pilot

During the 4Day Marches, walkers can choose two types of recovery smoothie and will fill out a questionnaire about the smoothie. This questionnaire will collect data about their food choices, the recovery smoothie and some personal information. With the Booster 2021 award, the recovery smoothie was developed and information about the participants will be collected. With this information, the project will gain insights in the food choices of the participants and stimulate even more participants to make the healthy choice in the future.

Edition 2022: Personalised Nutrition for All Challenge

The 2022 edition is called “Personalised nutrition for all”. Again, it is a call to action to find innovative solutions to reduce obesity and malnutrition in Europe. This year, six winners will be awarded €30,000 to further develop their solution, opening the possibility for further funding by EIT Food and go to market support. Multi-stakeholder groups are invited to submit their Personalised Nutrition ideas. Winners will be announced on 16/17 October, just after World Food Day.

Paving the way for personalised nutrition solutions!

Thursday, 12 May, Foodvalley’s second Personalised Nutrition Community meeting was (again) a great success! About 35 different types of national and international organisations came together.

The community has the ambition to scale up personalised nutrition to the mass market in order to improve health. During the event, insights were shared, success stories came to light and initiatives were launched with the aim of using personalised nutrition to reduce overweight, obesity and malnutrition. Together, the community aims to pave the way for personalised nutrition solutions by empowering their community to collectively address roadblocks that partners cannot solve alone.

Developments in personalised nutrition

During the event Rick Miller, Associate Director, Specialised Nutrition at Mintel shared developments within the personalised nutrition world. His conclusion? Consumer desire for personalised nutrition is growing rapidly and is driven by youth. The younger the consumer, the more they are attracted to products with personalised nutrition.

Personalised nutrition is diverse and hard to quantify in gross value. But an important component is the use of smart wearables which is a simultaneously driving growth in end products (e.g. tailor made meals, recipe advice). Consumers trust the output of these devices.

The roadmap to mass market is becoming easier. COVID-19 has reduced some of the invasiveness barriers to testing and made consumers more health conscious. The barriers to uptake are technological, relevance and affordability. In the future, ecosystem concepts are likely to be the most commonplace mass market product driven by communities of platforms rather than by a single company.

Challenge: Personalised Nutrition for All

The challenge ‘Personalised Nutrition for All’ was also shared by EIT Food, Foodvalley NL and Food Innovation Hub Europe. Startups, researchers and multi-stakeholder groups are invited to submit their ideas to help reduce obesity and malnutrition in Europe. Six winners will receive €30,000 to further develop their idea, which will allow for further funding from EIT Food to further develop and market their project. Read more about the challenge here.

What’s next?

The Personalised Nutrition Community is growing in partners and strengthening its collaborations and initiatives that contribute to bringing personalised nutrition to the mass market. ‘Make the healthy choice the easy choice’ is our motivation. Are you a gamechanger that wants to flourish your personalised nutrition business? Find out more about our community and contact us here.

Questions? Get in touch

Judith van der Horst
Innovation Lead Food & Health
+31 6 139 473 57

Subsidy for shared advanced research equipment

The subsidy scheme stimulates companies and institutes to realise research equipment in the Dutch provinces of Gelderland and Utrecht. 

Equipment for fundamental research is often expensive, yet it is hardly ever used to its full capacity. To address this challenge, the Regio Deal Foodvalley subsidy scheme provides companies and institutes the possibility to invest in shared advanced research equipment (Technology Readiness Levels (TRL) 1-3). Sharing facilities is a proven method to make advanced research equipment available and cost-effective for organisations (working in the field of healthy food and living environments), which enables them to maximise productivity and accelerate innovation.

Conditions Shared Advanced Research Equipment Scheme

  • The application concerns an investment in innovative advanced research equipment in the protein transition, food & health and/or circular agrifood domains and is shared via open access. 
  • The scheme concerns TRL 1-3: fundamental research from observing basic principles, formulating the technology concept and experimental proof of concept. 
  • The investment benefits organisations in the Dutch provinces of Gelderland and Utrecht and will be realised in collaboration with Wageningen University & Research​. 
  • The investment enables organisations to shorten time to market and optimise efficiency during the innovation process.
  • The facility will also be made accessible to other organisations at a market price.
  • Open call till the end 2024. 

For more information, please see the conditions. 

Apply for Shared Advanced Research Equipment subsidy

If you require more information or if you intend to apply for a subsidy, please contact us below. 

The subsidy applications are processed by Foodvalley NL and the province of Gelderland on behalf of Regio Deal Foodvalley. Organisations can also contact Foodvalley NL for advice on other subsidies and financial schemes specifically for shared facilities. More information about sharing facilities? Please visit the Shared Facility Finder


Questions? Get in touch

Emmanuel Anom
+31 (0)626 58 73 34

Nominees Food Boost Challenge 2022 announced

The nominees for the Food Boost Challenge 2022 have been announced. The jury has selected ten nominees from 25 innovative and inspiring innovations. They were presented last Friday during the matching and co-creation day of the challenge at Van Gelder Groenten & Fruit. Five teams of hbo students and five teams of wo students will take up the challenge with their ideas to tempt young people aged 12 to 20 to eat more fruit and vegetables (products).

A topical theme that is also being considered in The Hague and in the bigger cities. How can we together create an environment where healthy food is accessible to all and is preferred over the excessive unhealthy offerings?
Together with the initiators Medical Delta Living Lab VIT for Life, HortiHeroes, Foodvalley NL and De Haagse Hogeschool and the 34 partners involved, the teams are working on a prototype that will be presented on a national stage during the pitch event on 24 May.

The teams could submit ideas in various categories: products, hotspots, technology and routes to market. All four categories were represented in the ten nominations and judged on innovativeness, potential impact, ambition and team:

  • An educational social app that supports better mental and physical health
  • An online programme where healthy recipes, events and new products come together
  • Smart range of fruit and vegetables in your own fridge
  • A trendy vending machine with healthy snack variants
  • Hybrid meat with vegetable substitutes
  • A healthy alternative to biscuits
  • Attractive vegetable snack
  • Quick and tasty supply of fresh fruit and vegetables at hotspots for young people
  • Fresh tasty smoothies at smart locations
  • An annual challenge that makes eating fruit and vegetables attractive

Very cool to see that experienced and young food innovators really work together to move the concepts forward and very unique that the target group (from Lentiz MBO) was also represented to increase the impact’ – Puck van Holsteijn, on behalf of the initiators of the Food Boost Challenge.

Matchmaking and co-creation

On 18 March, the nominees were officially presented to the 34 partners involved, from retail and producers to banks and investors. During the pitches, all eyes were on the stage and the ideas were received with loud applause. Immediately afterwards, the partners could indicate with which students they wanted to ‘speed-date’. During these speed dates, the partners were introduced to the students’ concepts and presented themselves. Partners and student teams were linked and in the afternoon they tested their ideas with representatives of the target group, students of MBO Lentiz. Through this validation and co-creation the consortia of students and teams will take the next steps in the coming months towards developing and testing their prototype and making a clear pitch for the finals.
Very valuable day with new insights, relevant network. Eager to get to work to test our assumptions and ideas with young people’ – participant Food Boost Challenge

Going into battle with an open mind

The battle is not yet over. The ten nominees will present their innovation on a national stage during the pitch event on 24 May. The professional jury will then choose the winners. This will be an important day for the students, because the winners can look forward to

  • € 5,000 prize money for the winners
  • € 500,- prize money for the public winners
  • Two return airline tickets with 4 overnight stays to Kentucky (USA) to present and validate the idea that potentially best meets the American market there this summer, offered by partner AppHarvest
  • National media exposure during the finals on 24 May 2022
  • Opportunity to present their idea during Floriade Expo 2022

A healthy future is desperately needed

Why this challenge? Simply because it is desperately needed for a healthy future! Research shows that 17% of young people are overweight. This group structurally consumes too few fruit and vegetables, while their vitamins protect against diseases. In The Hague, too, healthy eating is high on the agenda and steps are being taken to reduce the number of fast-food chains in cities.
The Food Boost Challenge is an initiative of Medical Delta Living Lab VIT for Life, HortiHeroes and Foodvalley NL, with The Hague University of Applied Sciences making an important contribution as knowledge and research partner. Together with 34 leading companies, startups, NGOs and educational institutions, students have joined forces and are challenged to develop an innovative idea.


Questions? Get in touch

Judith van der Horst
Innovation Lead Food & Health
+31 6 139 473 57

Kick-off community meeting Personalised nutrition

Today was the start of the personalised nutrition community with a very successful meeting. This community is there to support a mix of cross-sectoral organisations working on the same topic. Together, we aim to boost business in personalised nutrition. To be able to boost Personalised Nutrition business, we need to understand the challenges that are too complicated to tackle on your own. During the meeting we collected information from the community partners about target markets, turnover, focus areas and target groups. But also what the current ecosystem challenges are. ‘Business successes targeted on the mass market consumers’ came out as the number one challenge for which joint innovation is needed.

Diverse network

In this community there are organisations attending from all over Europe, America, and Asia, with the intention to network, share knowledge, collaborate and create concrete initiatives. Speakers such as Professor pharmacology Gert Folkerts from Utrecht UniversityNard Clabbers from Happ, Maria Hopman from Radboudumc, and Jochem Bossenbroek from Verdify shared their insights and innovative concepts on personalised nutrition. And we zoomed in on a few specific challenges during a worksession that has provided us with even more insights for next steps. We aim to come back to you by spring next year with the next steps based on this input.

Let’s connect

If your company has serious ambitions in this field and you are looking for e.g. partnerships, scaling, knowledge and facilities, please get in contact with Judith van der Horst

Questions? Get in touch

Judith van der Horst
Innovation Lead Food & Health
+31 6 139 473 57

Personalised nutrition is achieved together

Access to sufficient, sustainable and healthy healthy food, and (financially) feasible for everyone. Judith van der Horst, Innovation Lead Food & Health, sees personalized nutrition as a way to make healthy food accessible to everyone. “There are a large number of innovations that can help to stimulate a healthy eating and living pattern,” says Judith. “Think of for example consumer tech innovations such as smartwatches, but also medical tech innovations. These are companies that, for example, develop stool measurements for consumers. The trick is to get these parties to work together with supermarkets and food producers in order to create a healthier food system.”

Measurements and data

Personalised nutrition begins with the measurement of one’s own health. “By means of blood, urine or faeces or a a pedometer you measure and collect data in an app. On the basis of this, the app gives a personal advice on, for example, nutrition or exercise. So if you exercise a lot then the app might recommend to eat some cottage cheese, packed with protein, after exercise. You can not only monitor the goal, like losing five kilos, you can also enter in the app what your allergies are, or what foods you do not like. There are a large number of innovations underway that help to promote healthy eating and living patterns.

Collaboration for healthy results

The most important thing for the consumers who want to live healthier is that he or she is taken care of. Health insurers can play an important role in this. They also benefit if more people start living healthily. When insurers reward their customers with, for example a smartwatch, this market will grow and with it ultimately also become financially more affordable. The bigger the market, the cheaper the product becomes. Ensuring a healthier diet is something that an increasing part of the food chain is commited to. And with the increasing of collaborations it can lead to even more healthy results.”

Read the entire article (in Dutch) on personalised nutrition in the AD annex from 30 November, page 20-21: Analyse Innovatieve Levensmiddelen
Please note that the print versions of the Foodvalley articles in the AD annex Analyse have been published incorrectly.


Questions? Get in touch

Judith van der Horst
Innovation Lead Food & Health
+31 6 139 473 57

Confidental Infomation