Become a seed saver


Human health, environmental protection and food security are important issues for us. Whether it’s on television, Internet or in magazines, everywhere we see promotion of a healthy food system. Not only the government and other agencies are involved, also businesses and individuals are. As a consumer you have the power to make informed choices. It all starts with the seed, the foundation of the food system. We see things are going more local and the agriculture with its Do-It-Yourself urban farming is getting more important. Different signals want to show us in all openness, how important and admirable this forgotten source of food (seeds) is. They want to create particular awareness. There are a lot of signals that address to the DIY urban farming. For example the shroombox of Fungaea, that responds to the need to do things yourself. But today I would like to describe the great ‘AH Moestuintjes’ (Kitchen Garden) from one of the largest supermarket chains in the Netherlands, the Albert Heijn. And I would also love to tell you about USC Canada that has teamed up with eight Canadian musicians to promote seeds as the foundation of food systems.

What is it?


The AH Moestuintjes is a good example of DIY urban farming and creating a particular awareness. With these pots with seeds you grow your own kitchen garden. See how nice it is to grow a seed, for example a lettuce, in only eight weeks. Discover how green your fingers are and learn all about sowing, taking care of and cultivating vegetables, fruit and herbs. The AH is responding well to the agricultural sector with local products.

From the 16th of February till the 15th of march 2015, each week you will receive by a number of promotional products a free kitchen garden jar, kitchen garden or Growth & Do booklet. You will receive free items like a kitchen garden with seeds at 15 euros of shopping. You can save for up to 20 types of plants, like basil or eggplant. Of course you can also buy these items if you want. In addition to these items, you can buy other products for example like a gardener bag or gloves.

All schools that have registered for the curriculum ‘I eat better’ of Albert Heijn receive the opportunity to pick up free at AH a kitchen garden starters kit.

The idea of AH moestuintjes shows its sustainable side, because its 100 percent naturally degradable.

Now let’s talk about USC Canada that teamed up with eight Musicians to promote a healthy food system.

USC Canada is a non-profit organization focused on establishing programs in food security, climate change and more. The most important thing they want to show us with the help of eight Musicians (Amy Millan, Tim Baker, Leslie Feist, Jim Cuddy, Tim Kingsbury, Bruce Cockburn, Ian Thornley and Sam Roberts) is that seeds are the foundation of food systems. After all, this is where it begins. All the world’s food begins with a seed.

They are successful in creating awareness of this often overlooked source and showing how important and admirable seeds are. How do they do this? They encourage people to become a seed saver through a few easy steps. This includes for example supporting seed diversity through the food eaten, planting a variety of interesting seeds from local seed producers and simply learning more about the world of seed.

They actually do the same as the kitchen gardens from the Albert Heijn, do more local and create more awareness. Not only for ourselves, but also for the future. For our children and more…

See the following and inspiring video.

Why is it cool?

As already said this signals are about human health, environmental protection and food security. We want more local products and the agriculture with its DIY urban farming is getting more important. Important in both signals is to create more particular awareness.

There is a growth about the safety of the products. Now you can grow your own vegetables, fruit and herbs in front of you. This without being sprayed with chemicals, or whatever. You don’t have to worry anymore. This is what makes it attractive and inspiring for a lot of people, at least for me. And also because it’s an instructive production process.

We surely can talk about the influence of the open world in both signals. Transparency by the need for more openness. This to knowledge, wanting to know as a basic need. This is because of the curious nature of human beings. We can also call this sharing. The sharing from AH moestuintjes and USC with the eight musicians to create more particular awareness. This particular awareness can be seen as a sort of empowerment. Businesses and agencies have the power to create this. But another reason why it’s transparent, is because you know where your food comes from. From day one you will be involved.

In certain sense, you see a kind of collaboration. Working together with nature or with others for a better environment. Sowing, taking care, cultivating, harvesting, cooking and eating.

These signals have potential in the future, because concerns like human health, environmental protection and food security will increase.

If we can work together, share our knowledge and particular awareness, be transparent and open, be strong and have empowerment about our own decisions of health, food and nature, we can take on the world. We can create a better quality of life for others and ourselves. Wouldn’t that be great?

The only thing you have to do is to celebrate seeds!




MUD Jeans – Lease a Jeans


There is a new generation upcoming. We are striving towards a use-culture rather than a possession-culture. MUD Jeans with its fashion preview ‘Lease a Jeans’ is a good example from this use-culture. 

What is it?

MUD Jeans is a Dutch fashion brand that is sustainable and brought a fashion preview on the market: ‘Lease a Jeans’. You don’t buy jeans anymore, you use it. This is a new way of consuming.

The jeans from MUD Jeans can be purchased or leased. But they always want their pants back, so they can recycle it in new fashion products. Why? Because recycling reduces waste, consumption of water and raw materials.

Lease a Jeans wants to show us that a circular economy in the apparel industry is possible.

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Why is it cool?

The brand and concept of MUD Jeans are cool, because they show us that a circular economy is possible in today’s society. I hope that this will inspire other people and they will take this as an example.

This signal really says something about status. You are what you do. But companies are also getting more transparent for the rest of the world. They provide a better view into what they do. This is set to continue in the future.

Companies will also make more use of powerful images. They want to anticipate in the growing world of virtualization.

Be the one who cares! Join the Mud Generation and Lease a Jeans!


I read an article about MUD Jeans in Tribu-te number 4/winter 2014.

I’ve also taken a look at





Frietwinkel – A shop that sells sustainable, organic and crafted fries


Authenticity and craft are hot again! Especially in times of crisis we see a need for that. Utrecht now has its own first organic fries shop where pure craft can be found: the ‘Frietwinkel by dapp (bio food)’.

What is it?

After the success of the ‘Frietfiets’ (French fries bike) in 2012, devised by Roderick Heijning and his business partner, the first organic fries shop followed in August 2014 and was opened right in the heart of Utrecht. At the ‘Frietwinkel’ you will find the tastiest organic fries and other biological products.

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Why has the Frietfiets been so successful? First of all because everybody loves fresh fries at all times. Yet they are not easy to find. Rotterdam, Amsterdam and Haarlem already worked with the fresh fries concept. Utrecht just couldn’t stay behind. However the founders of the Frietfiets wanted something else than the usual white trailer to sell out their tasty fries. They wanted to offer a total different concept. Their keywords were: sustainable, organic and craft. The result? An original tricycle where fries are cut and fried on the spot. The Frietwinkel, their second fries concept, followed quickly.

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You can find the Frietwinkel in the Vinkenburgstraat 10, between the Neude and Oudegracht.

Why it is cool?

This is a good example of the Experience Economy, because no matter what, the Dutch will always want to pay to get their portion of French fries. Add the fact that the fries are freshly cut in front of you and a tasty innovative experience is born.

The Frietwinkel has future growth potential, because we see the need of fresh organic food, craft, authenticity and sustainability. People are willing to wait for their food, as long as it is fresh and honest. The Frietwinkel has effect on improving the quality of life, because instead of feeling guilty, their customers feel great after having eaten their treat, that is sustainable and organic. Let’s go get some potatoes!


Offline: On 14-11-14, I went to Utrecht to search for some coolhunts. I found this shop by passing the Vinkenburgstraat 10 in Utrecht.

Online: After visiting the Frietwinkel, I looked on the Internet for some extra information about this shop.