Samenvatting

How can the stewards of our planet be rewarded and become an existential part of a brand-experience? Is our “Consumer mindset” actually able to always take our planet Earth’s viability in consideration while we’re consuming or buying products? Erwin van Woudenberg is a professor at HAS University of Applied sciences, leading a research program, Innovative Entrepreneurship in Rural Areas, aiming to develop new business models including nature-inclusive agriculture. Erwin comes up with unconventional solutions that inspire action, especially within agriculture and in connection with biodiversity and supply chains. He proudly tells us about his travels to the village of Lubuklinggau, on Sumatra, Indonesia where he is working on a rather revolutionary solution with Mr. Karmain. This farmer works on his rubber farm every day, while making decisions to either protect the forest or provide food for his family. This talk was given at a TEDx event using the TED conference format but independently organized by a local community.