NAO Director Janine Luten: Innovation is key to safeguarding Dutch potato leadership

Janine Luten completed her first year as Director of the Dutch Potato Organisation (NAO) last month. And what a year it has been.

Janine Luten, Director, Dutch Potato Organisation (NAO):

"Dynamic, but also very educational."

This year's Aardappeldemodag (Potato Demo Day) will be her first. She is particularly looking forward to knowledge sharing and innovation.

Janine Luten:

"It is incredibly important for the sector. Only through innovation, knowledge sharing and collaboration throughout the value chain can we maintain our position as a global market leader."

The 2025-26 season was a remarkable one for the potato value chain, and Luten experienced it first-hand.

Janine Luten:

"July 1, 2025 was my first working day. On that day, the NAO received a call from NOS because the free potato market had collapsed. We had to deal with poor price formation for almost the entire season. That sentiment has now completely reversed."

Luten, 53, previously worked as Managing Director at ZuivelNL, Wageningen Academy and GroentenFruit Huis. She therefore has broad experience in the agricultural sector. Asked how the potato sector compares against that background, she described it as quite similar to the dairy sector.

Janine Luten:

"It is a little conservative and has a strong farming character. I have always been interested in sitting down with entrepreneurs and speaking with potato trading companies."

You need to have a story

What immediately struck her was the close-knit community.

Janine Luten:

"Everyone knows each other, and more than 90% of all potato trading companies are members of the NAO. That level of engagement with an industry association is truly unique."

Asked whether that conservative character is an advantage or a disadvantage, Luten acknowledged that it has created a potential pitfall for the potato sector.

Janine Luten:

"Fortunately, the sector increasingly realizes that it must actively tell its own story. You do not want other parties defining your story, for example in the field of crop protection. We see that happening in other sectors. You can prevent this by communicating a clear and honest story yourself."

Within the sector, it is possible to reach a common position, but achieving the same alignment beyond the sector is not always straightforward.

Janine Luten:

"The crop protection products agreement was signed on July 14 by BO Akkerbouw. Dutch nature organisations contributed to the agreement but ultimately did not co-sign it. That is very unfortunate."

Knowledge sharing

At the same time, Luten wants to ensure that the potato sector does not always take a defensive position.

Janine Luten:

"There are so many positive stories to tell about potatoes and our sector."

According to her, Aardappeldemodag also provides space for these stories.

Janine Luten:

"Knowledge sharing is extremely important. Changes in automation and mechanisation are happening very quickly. Fewer and fewer people are available in the sector, and automation must provide part of the solution. We must also consider climate change, which means we need new resilient varieties that can withstand drought and heat. In addition, the sector requires new knowledge in data, breeding, logistics and resilient cultivation systems."

Dutch Diamond

For effective knowledge transfer, the sector can rely on a strong cluster of companies, government bodies, regulators and the broad expertise available within that network, Luten believes.

Janine Luten:

"Internationally, people refer to the 'Dutch Diamond'. This describes strong public-private cooperation. From the NAO's perspective, we want to expand that network further by developing partnerships within Europe, starting with Belgium, Germany, France and the United Kingdom, which face similar challenges."

Realism

Despite all the positive stories, the NAO also remains realistic.

Janine Luten:

"The agreement also addressed the use of crop protection products around Natura 2000 areas. Some parties are calling for far-reaching restrictions around these areas, which could have major consequences for the seed potato sector."

NAO members have expressed their concerns about the issue.

Janine Luten:

"Where should companies move the production of their planting material? That is something our members are concerned about. And it is not only about the agreement, but also the Water Framework Directive and new packaging requirements from the European Union."

Potato as an all-rounder

An important role for the NAO and its members is to actively promote potatoes.

Janine Luten:

"We do this, among other things, during National Potato Harvest Day on September 5 and International Potato Day on October 6."

The potato contains many valuable nutrients and deserves greater recognition, according to the NAO Director.

Janine Luten:

"Vitamins, minerals, protein, carbohydrates and, when potatoes are baked or fried, some fat as well. Dutch seed potato exports are sometimes criticized, but what other product can feed 800 million people worldwide while providing locally produced food?"

One sector, one voice

Aardappeldemodag is organised by Wageningen University & Research (WUR) and the NAO, and since this year also by the Association for the Potato Processing Industry (Vavi). That is exactly the type of cooperation Luten wants to see.

Janine Luten:

"One sector, one voice. Working together to communicate a shared story. That is also the motto of our new strategy, which we launched last month."

On September 2, growers will be able to gain knowledge across a wide range of areas.

Janine Luten:

"Continuing to innovate is essential if the Dutch potato sector is to remain internationally leading in trade, knowledge and technology. The rest of the world is not standing still."