Dutch trendwatcher Adjiedj Bakas

"Never to listen to your customer!"

"Never listen to your customers", was perhaps one of the most striking opinions of Adjiedj Bakas during his masterclass at the Westland Event. He spoke about the role entrepreneurs can play in the future if they look at the trends of today. And that means looking beyond what the customer wants. "Customers do not know what they want. Think of something clever and sell it to them." In other words: “Tell your customers what they want.”

Adjiedj Bakas, trend watcher and author of 'Future of Food’, focused on the horticultural sector during the Westland Event. His first concrete advice for greenhouse growers and constructors? Go talk to German cuisine suppliers. They are developing a greenhouse for inside the kitchen: perfect for local production, but they have no idea how to put together a greenhouse and don’t know how a plant grows. And do not stop at the kitchen suppliers. “Think outside the box.” This approach is often used in his advice: “look around you, find out what happens in other sectors and how this could benefit you.”

Bio based

Bakas see a big role for the Bio based economy. "In a few years, 90% of oil and plastics will come from plants and bio-based economy will provide 250,000 jobs. Ensure that there 50,000 of those are in the Westland!"

In recent years, about 80% of the predictions of Bakas has become fact, and he seems to see endless opportunities for businesses that cater to the future. His main advice? Do not sit still. Dare. “Difficulties are opportunities with thorns. When in doubt, your fear grows. If you dare, your courage is growing."

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