‘With the power of design, we can contribute to an alternative to the current unsustainable system based on abundance. And work towards a new blueprint where sustainable, healthy and delicious food is available to all, equally.’
Barbara Vos is a programme maker, researcher and creative strategist. Her expertise lies in major sustainability issues and making them broadly socially relevant and accessible.
Vos believes in the importance of multiple voices and equality when it comes to finding solutions to complex issues, and designs programmes and projects on that basis, in which different parties can find and hear each other, from farmer to administrator, and designer to entrepreneur. This leads to a new unconventional playing field where these different perspectives are challenged to take a critical look at their own role and position and take new steps together. In this, she does not shy away from pain points and, together with the parties, searches for connections, solutions and vistas from the power of imagination.
Over the past ten years, she has immersed herself in the invisible world behind our food system and tried to make it more visible. For instance, she has collaborated with Tegenlicht, What Design Can Do, Next Nature and BlueCity.
Vos sees the transition of our food system as one of the most important tasks of our time. “After all, no other topic feels as much everyone’s than our food, and touches the foundation of everyone’s existence.”
‘The change towards a better food system literally starts with making the choices for on your plate. I hope that with the Embassy of Food, we can make people more aware of this, but at the same time give the organisations with great clout the knowledge of what design can mean for what can end up on that same plate. ’
Jelleke Raats has worked in many places in the agency world as a project manager. The connecting factor in this has always been managing multidisciplinary projects with a focus on strategy and design. She feels like a fish in the water as a project manager where she is the pivot between designers, strategists and other creatives, facing interesting clients. In recent years, she has focused more on issues and projects with a more social character, so that she gets satisfaction not only from her profession, but also from the project’s content.
Through her previous work at Food Cabinet – a campaign agency which uses all its knowledge and creativity to make healthy, sustainable and fair food the norm – she has created numerous appealing campaigns that raise awareness and change behaviour. She is therefore very happy with the opportunity to work as project leader on the establishment of the Embassy of Food, in order to continue this mission that is so close to her heart.