Joszi Smeets
Joszi Smeets is the founder of Food Hub, an education agency committed to the food transition. Food Hub trains new change-makers and strengthens existing initiatives, with the goal of creating a fairer and more sustainable food system. They do this in close collaboration with all parties in the food chain.
The challenge of transition
Change is difficult. Even organizations that are convinced of the need for transition often fall back into old patterns over time. That’s understandable: staying afloat as a company amid fluctuating markets, shifting legislation, and intense competition is already a challenge. The daily operational pressure often outweighs long-term transition goals.
Still, the moment comes when the need for change can no longer be ignored. Take the food industry, for example—polarization, the nitrogen crisis, and ever-changing regulations are putting great pressure on the sector. So how can you ensure that people within organizations are truly able to change in such a complex and fast-changing environment?
On March 12, Joszi gave a lecture at the ARTIS Groote Museum about the future of agriculture and our food landscape. She took the audience on a journey through the broader story of the land: as an ecosystem, a nourishing force, and a mirror of our choices. What if we learned to use the land in a way that allows it to keep thriving — for humans, plants, and animals alike?
Approach
As the driving force behind Food Hub, Joszi developed a methodology that makes change possible within the food industry. A proven approach that is also applicable in other sectors.
With a background in social geography, she specialized in training, personal leadership, and trust-building. Her vision: sustainable change starts with people. Food and agriculture solutions can only truly thrive when professionals receive the right support to shape transitions effectively.
Using the methodology she developed, Joszi helps organizations create sustainable impact in a complex and continuously changing world. In her talks, she connects the wisdom of ecosystems to our human collaboration and decision-making.
“The food transition isn’t just about systems—it’s about people. Real change can only happen when we create a space for changemakers.”
During the Net Positive Dinner, Joszi gave an in-depth introduction followed by a conversation with leaders from Rabobank, Nestlé, Lely, and WWF, among others, about courageous leadership in a changing food system. She brought systemic questions to the table about responsibility, direction, and space for not-knowing — as a key to true transition.