The potato sector has the task of achieving maximum output with minimum input. Sustainability is becoming increasingly important, as we wrote in the vision document 'De Aardappel in 2037'.
Carolien Gadella-van Wersch from consultancy Double Purpose did there during our future session a little more in March. Future-proof entrepreneurship is a must to survive, also in the potato sector† Carolien and Marcel Pothof of itelligence are happy to explain to you what that is and how you approach it.
Heavy load on the soil is not without risk
The fact that sustainable entrepreneurship (or rather future-proof entrepreneurship) is becoming increasingly important is no higher mathematics. Albert Einstein once said, "If you do what you've always done, you'll get what you've always got." Unfortunately, that kite is no longer valid in the potato sector.
The many years of use of fertilizers, pesticides, monocultures and heavy agricultural machinery put an increasing burden on the soil and slowly exhaust it. Worldwide, 33% of our agricultural land is in acute danger, warns FAO (the Food and Agriculture Organization of the United Nations).
Consumer demands respect for the environment
Another important development is that consumers are demanding that entrepreneurs operate with respect for the environment. When the world revolved around making a profit, harmful side effects of the production process were tacitly accepted. That is changing a lot. Child labor in clothing production, sagging houses due to natural gas extraction, the consumer no longer accepts it.
Abuses are also becoming increasingly visible, because the world is becoming smaller and more transparent due to technological developments. Consumers want to know better how their food is produced and how their food has reached their plate.
Future-proof entrepreneurship
As a result, worldwide awareness is growing that it is not just about making a profit. More and more entrepreneurs (and also consumers) are taking into account the impact that their business activities have on the environment and society. If you want to run a healthy company, now and in the future, you must add sufficient value. Also to society.
In future-proof entrepreneurship, the financial, ecological and social balance should be completely balanced. In other words: adding as much value as you withdraw, both to your bank account and to the environment and society.
In the potato chain
How important is future-proof entrepreneurship in the potato sector? Easy. The potato is on its way to become world food number 1 thanks to its relatively environmentally friendly production method and high nutrient content. The potato is bursting with potential. But if you do not invest in a better cultivation method and continue to exhaust the soil, you will harvest potatoes in 20 years' time that have hardly any nutritional value to offer and are in fact digging their own grave.
If you want to make a profit in the long term, you have to put the balance sheets in order. Producing more and healthier food, with a lower use of raw materials and less impact on natural ecosystems and biodiversity. A nutritious potato can make an important contribution to solving the world food problem.
Closing business case as a starting point
Making a profit and adding value, for many entrepreneurs it sounds like an impossible task. But the premise that all 3 balances must be positive makes this approach work. In the short term, soil degradation may be an acceptable side effect, yielding quick financial gains. However, in the long term absolutely not, because that will put the other balance sheets in the red.
Anyone who works in a future-proof way will look for a method that is profitable on all fronts. Below the line, all balances must show black numbers. This is the only way to run a healthy business, now and in the future.
3 drawing up balance sheets
Every entrepreneur is used to drawing up the financial balance. You can make a similar cost-benefit analysis for the ecological and social impact of your core activities. What value do they extract from the environment or from society? And what do they deliver? At the bottom of the line, all 3 balances must be positive, that is the starting point.
Important role for technology
Technological developments help with this. Insight into numbers and KPIs provides focus and helps to make decisions that improve results. Linking data together creates important new insights. 'Measuring is knowing' or, as the Americans say: 'What gets measured, get's done'.
Certainly the ecological footprint is increasingly measurable. Take the CO2emissions, the amount of water consumed in the production process and the impact of the business activities on the biodiversity and fertility of the soil. The social impact is currently less easily measurable. Yet more and more companies are becoming accountable. Think of the working conditions of their production employees and the impact of their activities on employment, world food problems and the quality of life of consumers.
Let's go & grow! Now and in 20 years
Take a look at those 3 balance sheets and see how it works out for your company. Because future-proof entrepreneurship is actually mainly a matter of mentally turning the switch and just doing it. We, itelligence, are making a strong case for this, by connecting parties in the potato sector and forming a joint vision for the future for the Potato in 2037.
We are curious about your vision on future-proof working and that is why we invite you to participate in the discussion LinkedIn group The Potato in 2037† The platform for professionals in the potato sector to talk to each other and share insights about the Potato in 2037† Read more about our vision and activities at our website.
Carolien Gadella-van Wersch is the founder of Double Purpose. Her consultancy and inspiration bureau stimulates entrepreneurship with a double goal: running a healthy company with a positive effect on society. Her ambition is that it is considered normal that making money goes hand in hand with adding value to society.
Itelligence Benelux wants to feed the whole world with the right use of data and technology. Based on this ambition, itelligence connects professionals in the potato sector to co-create the future of the potato.