Samenvatting

Business model innovation is essential to drive the systemic change required for a new economy. The Sustainable Development Goals (SDGs) provide focus and direction towards this transition. For companies in the agriculture and horticulture sectors, SDG 12, Responsible Consumption and Production, is particularly relevant.
Designing, renewing, and innovating business models requires courageous and creative leadership. A new business model involves more than just analyzing problems and making well-considered decisions. It’s about creating something new, discovering innovative solutions, and testing them in practice.
Design thinking is a method well-suited to addressing complex challenges that do not yet have clear solutions, such as the societal issues that characterize this era of transition.
In this publication, the method is applied to real-world challenges faced by entrepreneurs in the agricultural and horticultural value chain. The iterative nature of design thinking leads to unexpected and innovative outcomes. This creative approach makes a valuable contribution to the realization of SDG 12.