Healthy food landscape
Within this MVE, we explore how a healthy and resilient food landscape can take shape around densely populated areas, ranging from small community gardens and allotments to larger vegetable farms. The MVE focuses on connecting farmers, communities, and other stakeholders, with the aim of deploying knowledge, technology, and resources in support of regenerative agriculture, biodiversity, and soil health. Central to this is creating a movement that extends beyond individual farmers: how can we collectively initiate a broad transition toward sustainable, local, plant-based food production and activate those involved?
This project is part of the Ontwerpkracht & Transities programme, funded through PPS-i resources from the Ministry of Economic Affairs via TKI CLICKNL.
Circlefarming
Circlefarming tackles the problems in the food production landscape. How can you take better care of the soil and biodiversity and at the same time produce sufficient quality food in an attractive environment? Circlefarming believes in the combination and qualities of human labor, existing tools and new technology to make agriculture attractive again.
The Compass on which the work beds, tractor tools and technology are hung is literally the carrier of the concept. With the mix of people, machines and digital technology, Circlefarm knows how to reconnect the farmer with his land and social environment, involve the consumer in agriculture and create space in the crowded Dutch landscape for nature and people. The circular fields are friendly to people, soil and nature and the space between the circles is an oasis for nature, biodiversity and possibly people.
Where do you stand now with Circle Farming, and how do you look at the development so far?
“We’re in a phase where things are moving both very fast and far too slowly at the same time. Fast in terms of visibility and support. We’ve managed to build a group of believers quite quickly, farmers, designers, policymakers. The story resonates.
But on the hard side, data, business model, yields, we should have been more rigorous. From day one we should have measured everything: how many kilos are we harvesting, how many hours go in, what does it actually cost?
In the end, you need to help farmers within the existing economic system. You have to show where it becomes cheaper, where it saves labor. All the soft values, biodiversity, landscape, community, matter deeply, but for scaling up it also has to make sense on a simple A4 calculation.”
You’re also working on technological development. What’s the next step there?
“We’re developing guided arms that can rotate in circles and carry tools that move both horizontally and vertically. That allows you to program actual workflows, like automated hoeing programs. If that works, the system becomes interesting in a different way, because then you move toward production capacity rather than just experimentation.”
How do you imagine the ideal world five years from now, if Circle Farming is widely adopted?
“I think we’ll have three types of systems.
First, a small entry-level model, about 7.5 to 10 meters, for community gardens and large kitchen gardens. Very social, low-threshold, people working together around food production.
Second, a low-tech arm, electric and remote controlled, that you really collaborate with. You’re in the field working alongside it, and in the time you’re there you get much more done. That one is interesting for market gardens and CSAs.
And third, a fully automated version. That’s about professional production capacity, where programming and output become central.”
Do you see different applications within agriculture itself?
“Yes, absolutely. New farmers might build their entire operation around it. Existing farmers might use it to convert part of their land to regenerative production.
Some will use the circles for delicate crops, lettuce, carrots, beets, everything that requires precision. Others might use it as a nursery, where young plants grow before moving into open fields.
And I see applications across different climates, which allows knowledge exchange internationally.”
You also mentioned mobility of systems and tools.
“Yes, similar to how contract harvesters move with the seasons, I can imagine robotic arms and tools traveling too. Following the growing season across Europe.
Some technologies you don’t want to own, you just want access when needed. So we’re thinking about lease constructions, a kind of tool library for farmers.”
Where do you most need support in the next two years?
“My biggest strategic question right now is identity. Who are we, actually?
Are we a foundation that stands for circular, regenerative agriculture as a movement? Organizing gatherings, sharing knowledge, creating content, with Circle Farming as one of the players within that ecosystem?
Or are we primarily a company, a BV, developing and selling systems, with all those other activities supporting but financially challenging?
It’s not just a legal question, it’s about positioning.”
Why is that identity question so crucial?
“Because Circle Farming is also becoming a term. People are already using it to describe a type of agriculture. That’s beautiful, because it means you’ve ignited something. But it raises questions too. Who is the sender? Who is the Circle Farmer? How does the brand relate to the movement?
I’ve seen this before with products that became category-defining. The name starts living independently from the company. That can be powerful, but only if you shape it consciously.”
You also see cultural opportunities around farming. Can you elaborate?
“Yes, farming is becoming culturally relevant again. People want to know what they eat and where it comes from. A whole visual and lifestyle culture is emerging around agriculture.
You have farms like Sky High Farm near New York that launched a fashion line. Or queer punk farms making merchandise. Farming becomes identity and lifestyle.
I can imagine Circle Farms appearing next to high-end restaurants, chefs growing their own produce on-site. Farming becoming visible and, in a way, cool again.”
That also sounds like a design challenge.
“Definitely. It’s a huge playground for communication and branding. We’ve made expressions already, but we don’t fully dare yet because the strategy isn’t sharp enough.
Do you create one dominant visual identity? Or an open visual language others can adopt? How does the movement relate to the brand? Those are questions I’d love creative thinkers to engage with.”
Do you also see spatial or ecosystem design questions?
“Yes. For example, we’re thinking about using existing farms as case studies. Bringing together a landscape architect, ecologist, farmer, designer, and projecting Circle Farming onto those sites.
How would the farm evolve? What would the landscape look like over time?
Or flagship locations, experience centers, where the system becomes visible and people can learn and experiment.”
If you summarize it, what is your invitation to the creative industry?
“To co-design more than a machine.
To co-design an agricultural system, a landscape, a brand, a movement. To explore how technology and soil can reinforce each other without creating distance.
And most of all, to help make it visible and compelling enough that people feel: I want to be part of this.”