Whilst in the Netherlands for ImpactFest I was lucky enough to be invited to tour some of the amazing initiatives that are talking place across The Hague. So over the next few weeks I will be speaking about some of them and giving my view on what I saw, in some cases tasted and I’ll talk about both the ethical businesses, and what they are trying to achieve. I was so impressed with the infrastructure and the support given by the Government to the various initiatives.
Whilst there we visited the New Farm, so I thought I’d start by talking about some of what we saw there and what they are trying to achieve. We saw so much in the building that I won’t have time to write about everything but here is some of what we saw!
The History of the New Farm
The building ‘De Schilde’ designed in 1956 by architect Dirk Roosenburg was originally built by Philips Telecommunications for the production of components for telephone exchanges, among other things. At its peak, around 1,200 people worked here. The stacked concept of industrial production was innovative for that time. In 1994, production in the Televisiestraat stopped, after which the industrial building was completely redeveloped into offices in 1998.
Vertical Farming
In 2013, Urban Farmers won the Urban Farming Entrepreneurial Challenge. They built a circular hydroponics system on the roof with a greenhouse and fish farm directly below. The building was further developed with a focus on innovative, high-tech forms of vertical urban farming. Despite the worldwide fascination for the concept, the plan did not lead to sustainable occupation. After Urban Farmers went bankrupt in 2018, The New Farm had to take a new course with a broader concept.
Today
Nowadays the New Farm aims to attract innovative manufacturing companies that contribute to circularity and socially. They aim to build a hub for The Hague impact makers, with spaces for many different types of businesses all supplied at a healthy discount to circular economy businesses. The recurring themes of production, circular economy and social impact can be found in the tenants of the building. Local entrepreneurs produce ethical products such as hot sauce, chocolate, beer and other tasty food. Circularity can be seen in the companies that recycle used materials or residual flows such as work uniforms. Finally, companies initiate social innovation by training people from all corners of society and thus offering them a chance to participate in society again.
Our Visit
We were lucky enough to visit a number of different businesses which make their home in the building, so I thought I’d highlight some of the ones we visited. The building is a 6 storey building and each floor has something different including a beautiful greenhouse on the roof that’s open to hire as a venue, when we were there sadly it was in use and we couldn’t visit – maybe next time!
Our first stop was on floor 6 and there we saw the Volksbakkerij (The People’s Bakery) they bake everything on the basis of sourdough. The Volksbakkerij is part of the Volkskeuken. Their best description comes from their own website which says: “The Volkskeuken is a social project, where the goal is to really meet each other. This goal stems from my deep personal conviction that if we want to change things for the better (for the earth, our loved ones, our direct living environment, etc.) we have to learn to be there for each other and to care for each other. Meeting each other is a first step.” It was great to see, and smell. a small bakery up high on the 6th floor and whilst we didn’t get a chance to spend much time the food looked great and the idea behind it seemed just as important!
We then visited Eiber Beer, a Hague specialty beer brand that brews tasty beers with local products. Again it would have been great to taste this – though getting us to move on would have been more difficult but it exemplifies the collaborative ethos of this innovative hub. Working with a range of partners, including chocolatiers and sausage makers, it reflects the interconnected nature of the businesses here, which thrive on shared resources, ideas, and sustainability-driven goals. On my next trip to The Hague I will definitely be searching this beer out to try!
We then visited Sox2Sox which have been around since 2015. Leandros de Ruiter, the owner of Sox2Sox, worked for other sock manufacturers, but he wanted to create his own vision where customer satisfaction and the highest quality socks are key. Operating 24 hours a day with state-of-the-art technology, the factory transforms discarded materials such as jeans, cork, vinyl, and bed sheets into affordable, high-quality socks. Producing an impressive 700,000 pairs annually, Sox2Sox exemplifies the circular economy in action, reducing waste while offering a cheaper and eco-friendly alternative to traditional socks. This revolutionary process not only addresses textile waste but also sets a new standard for sustainable manufacturing in the fashion industry. The company has made great strides since it started, growing from 3 machines to 14 with different specifications. Thus, Sox2Sox ensures that they can provide everything for the best quality!
Whilst we didn’t get to sample the beer, we did get to sample the wares at De Haagsche Cacaofabriek or the Hague Cacao Factory. All their cocoa is grown in a sustainable way in the forest. This is called agroforestry (multiple crops are grown per piece of land). Agroforestry, aka forest farming, has a number of advantages for people, animals and the environment. As they mention in their website agroforestry gets CO2 out of the air, and helps create more fertile soil. All their ingredients are sustainably produced and their packaging is biodegradable. The Hague Cacao Factory strives to produce as little waste as possible. In every step of the process, they aim to reduce waste. For example, they reuse cocoa shells, which are normally thrown away, in new products while maintaining the highest quality standards. The chocolate is highly recommended and was very enjoyable! If you can speak Dutch there’s more about them here:
We visited a number of businesses throughout the New Farm and we ended our trip with a visit to i-did. I-did is a forward-thinking social enterprise, transforming discarded textiles into new, functional products. The company specialises in recycling materials such as old uniforms, household linens, and surplus fabrics, creating stylish items that are both practical and sustainable. By diverting these materials from landfills and incinerators, i-did significantly reduces waste and promotes environmentally responsible consumption. Its innovative approach demonstrates how discarded resources can be reimagined, turning waste into opportunity and aligning perfectly with the principles of circularity.
Beyond its environmental impact, i-did is deeply committed to social inclusion, providing meaningful employment opportunities to individuals who face barriers to the traditional job market. The company’s workshops not only teach practical skills but also build confidence and offer a pathway to financial independence. This dual focus on sustainability and social empowerment sets i-did apart, making it an inspiring model for other businesses looking to combine profit with purpose. I-did has contracts with big companies such as KLM and by fostering a culture of innovation and care, i-did helps to strengthen the New Farm’s identity as a hub for enterprises committed to both people and the planet.
Conclusion
The New Farm in The Hague is operated by Starterspanden Den Haag C.V., a company founded in 2003 with the mission to provide workspace for new entrepreneurs. This entity is part of The Hague’s broader strategy to encourage sustainable and innovative businesses. It is more than just a workspace; it’s a living example of what can be achieved when cities, businesses, and communities unite around shared goals of sustainability and social impact. As The Hague continues to invest in circular initiatives, the New Farm stands as a beacon of what’s possible—a thriving hub where history, innovation, and sustainability converge. The importance of the New Farm lies in its role as a platform for collaboration and innovation. Businesses here are not just tenants; they are part of a dynamic ecosystem that prioritizes sustainability and circularity. From cutting-edge recycling initiatives to sustainable food production and social enterprises, the New Farm facilitates the exchange of ideas and resources, enabling businesses to build on each other’s successes. Companies like i-did, Sox2Sox, and Eiber Beer exemplify this interconnected ethos, finding creative ways to reduce waste, create new products, and benefit the community at large.
A key factor in the success of the New Farm is its affordability, made possible by subsidies from The Hague municipality. On average rents at the New Farm are considerably lower and ensure that startups and socially conscious businesses have the financial breathing room to innovate and grow. This accessibility reflects The Hague’s commitment to supporting sustainable development and fostering an entrepreneurial culture that prioritizes social good alongside economic success. It also allows the New Farm to attract a diverse array of enterprises, from textile recyclers to craft breweries, further enriching its collaborative environment.
This was a fascinating trip and the New Farm is more than just a collection of businesses—it is a tangible representation of what I’ve realised is The Hague’s vision for a sustainable and inclusive urban future. By creating a space where innovation, sustainability, and social impact converge, it positions The Hague as one of the centres of circularity innovations in Europe. Its ongoing success offers a model for other cities looking to address the challenges of waste, resource scarcity, and inequality. The New Farm not only showcases the power of collaboration and innovation but also highlights the critical role local government can play in driving meaningful change. It is a great example of government and environmentally conscious businesses working together to create a more sustainable and profitable future.
Our next visit, on this trip to the Hague was to a business that started at the New Farm and now runs its own factory – more on that in the next article!
Thanks to The Hague and Partners for curating this trip and for making us so welcome.