"Land van Ons": Cultivating Change at Dutch Design Week
Once upon a time at the Dutch Design Week (DDW), amidst a kaleidoscope of cutting-edge creations and the hum of futuristic fantasies, a group of earth-loving visionaries from "Land van Ons" set up a little corner that felt like a breath of fresh, green farm-scented air.
"Land van Ons" is not your typical company. They don't manufacture gadgets or gizmos. Instead, they deal in something far more ancient and essential: the soil itself. This cooperative has a mission that's grounded, quite literally, in the earth. They buy agricultural land collectively and then lease it to farmers passionate about using it for the greater good. It's a simple proposition: with a small investment, anyone can help ensure that our agricultural land is used for a cornucopia of crops rather than the same old. Öften, we see the practice of monoculture, growing the same crop year after year, tires out the land, leaving it as exhausted as a marathon runner without a finish line in sight.
At DDW, "Land van Ons" wasn't just showcasing a service; they were planting an idea, sowing the seeds of a sustainable future on the showroom floor. A place where visitors could learn how, for less than the price of a weekly coffee habit, they could become co-custodians of a piece of the Netherlands, ensuring it's used to nurture nature, not just profits.
The story of "Land van Ons" is as rich as the soil they aim to protect. They've turned fields of tired earth into havens of biodiversity, where the only monocultural thing is the shared belief in a greener tomorrow. Their approach is refreshingly democratic; whether you chip in the cost of a cinema ticket or the price of a fancy dinner, your voice is equal, your vote counts and your impact is real.
As the first day of DDW dawned, "Land van Ons" was ready. They didn't have glossy brochures or flashy presentations. Instead, they had something far more compelling: a story of change, collective action, and a promise of a fertile future. Their message was clear: innovation isn't just about the next smart device but smart decisions that respect our planet, back to the basic usage of our farmland. Ensuring we can use and keep using our piece of land year after year again sustainably.
Showcasing what the profound impact of a healthy soil ecosystem is. It's not just about preventing soil erosion; it's about creating a vibrant, living soil that retains water and teems with life. This is the essence of what should be achieved with the lands they collectively purchase: reviving the soil with worms and microorganisms, which in turn supports a richer above-ground biodiversity, inviting insects and birds back to a land abundant with food.
"Land van Ons" is more than a cooperative; it's a movement.
It's a collective realization that the value of land isn't measured in square meters, but in the diversity of life, it can support. Their presence at DDW was a testament to the power of collective action. Each conversation at their booth was a seed planted, each new member a sprout of change in a garden of possibility.
The cooperative's message resonated with the ethos of DDW—innovation for a better world. They showed that design doesn't stop with objects; it extends to landscapes, ecosystems, and agricultural practices. Their stand was a living, breathing example of design thinking applied to the very foundation of our existence—the ground beneath our feet.
As DDW drew to a close, the "Land van Ons" booth was dismantled, but the seeds of change they had sown remained. For sure, in my mind, ideas started to grow. Especially in the Netherlands, this is a great fit; we are already filled with either city or agricultural land. There is no more room for anything else, so make the best of every sqm.
Ultimately, "Land van Ons" didn't just showcase a product or service at DDW; they showcased the possibility of a world where, through collaboration, we can sustain, cultivate and innovate a greener tomorrow together.
