Foodbytes acquired by Jaarbeurs as VIV Europe kicks off
Jaarbeurs, the organising company of animal husbandry trade show network VIV Worldwide, has acquired food and agri innovation platform Foodbytes, from Rabobank. That news was shared during the opening day of the 2026 edition of VIV Europe, in Utrecht, the Netherlands.
In a press release by Jaarbeurs, Foodbytes is described as being “an international hub for startups, corporates and investors active in the agri and food sectors.” The platform brings together stakeholders working on areas such as regenerative agriculture, alternative protein production, robotics and automation in farming, and innovations in seaweed production.
For Jaarbeurs, the acquisition is a logical next step, seeing that it’s been working successfully in the agri and food sector for over 40 years through its VIV concepts in many countries.
Digital opportunities for the agri and food sector
Jeroen van Hooff, CEO of Royal Dutch Jaarbeurs, emphasised the digital opportunities for the sector. He said, “Live encounters are and will remain crucial; with Foodbytes, we are also expanding our online offering of relevant meeting spaces for decision-makers, investors and entrepreneurs. It is not only part of our digital strategy, but also of the further development of our position in this sector.
“With Foodbytes, we gain insights and knowledge that we can share with the food and agri community to support their growth. Rabobank and Jaarbeurs know each other as trusted and inspiring partners – and we are literally neighbours in Utrecht. We are therefore very pleased to continue our collaboration, including in the context of Foodbytes.”
Rapid growth
As from 2015, Foodbytes has grown rapidly in recent years and is now ready to enter its next phase of growth. Roland van der Vorst, strategic advisor of the board of Rabobank and responsible for launching Foodbytes, praised its growth into “a fully-fledged international digital innovation platform.”
He added, “As Rabobank, we are proud of what we have developed, and we also see that Foodbytes has greater potential to grow beyond the confines of a strictly regulated financial institution. With Jaarbeurs, we have found the ideal partner to achieve this: we will continue to work closely with Foodbytes as a strategic partner, and the combination of digital and physical events holds great promise.”
VIV Europe 2026
VIV Europe is being held from 2-4 June 2026, in Utrecht, the Netherlands. The event used to be held every 4 years, but the next edition will follow mid-2028, returning to its former biennial cycle. The 2026 edition is the 25th edition of the event.
The ribbon cutting ceremony this year was performed by Prince Carlos of Bourbon de Parme, member of the Netherlands royal family. He has ample experience in the field of sustainability.
