As Director Projects and International Business Developement within Normec’s agro and horticulture activities, Dirk‑Jan works exactly at that starting point. Every day, he and his teams help shape the decisions that determine how food is produced, and how sustainable that process really is.

Why sustainability starts at the source

In the horticulture and agro industry, sustainability is visible in every choice that is made along the way: how crops are grown, how resources are used, and how risks are managed. This is exactly where Dirk‑Jan’s work comes in. He and his teams help organisations bring control and clarity to these decisions by closely monitoring how chemicals are used throughout the production process.

For example, they analyse pesticide residues in crops and food products, test soil and water for contaminants such as heavy metals, and monitor nutrient levels to support more efficient and responsible crop growth. By making these factors measurable and transparent, organisations gain the insight they need to improve, and to make more conscious choices at the point where it matters most: the source.

A chain reaction: from field to consumer

Those improvements don’t stay limited to the field. What happens at the start of the process directly shapes everything that follows. More controlled and conscious production leads to better products, more reliable processes, and ultimately safer food. In that sense, small, well-informed decisions at the beginning of the chain can have a significant impact further down the line.

Dirk‑Jan therefore looks beyond individual processes and focuses on the bigger picture. His focus on eco‑friendly production and circular use of resources is aimed at strengthening the entire chain. Because when the foundation is right, everything built on top of it becomes stronger.

Sustainability is not only environmental

While much of this work focuses on environmental impact, Dirk‑Jan is equally aware of the human side of ESG. That’s why he also looks at internal processes – such as onboarding – to strengthen social safety, diversity & inclusion, and employee well-being. Because a sustainable food chain doesn’t only depend on what happens in the field, but also on the people behind it. “If employees feel safe and supported, they are better equipped to contribute to responsible and high-quality work.”

Leading change from the field to the workplace

Driving ESG impact across such a broad chain requires strong leadership. Dirk‑Jan does this in a straightforward way:

Being open and approachable
Setting clear standards
Leading by example

By combining these elements, ESG becomes something that is embedded in daily work, rather than something separate or additional.

Dirk‑Jan translates his approach into a number of practical lessons that can be applied in any organisation:

Turning insight into action

1.

Start at the beginning of your process

Where in your chain do decisions have the biggest impact? Focus there first. That’s where small changes matter most.
2.

Think beyond your own role

Your work is always part of a bigger system. Ask yourself: how do my decisions impact the next step in the chain?
3.

Turn control into improvement

Use monitoring and testing to gain insight, improve processes, and make more sustainable choices.
4.

Don’t forget the people behind the process

Sustainable results depend on motivated and supported employees. Create a culture where people feel safe, can speak up, and are encouraged to improve.

From the field to the future

Dirk-Jan's approach shows that real sustainability is built step by step, starting at the source and extending throughout the entire chain. Because if you want to make the world safer, healthier and more sustainable, you don’t start at the end. You start where it begins.