FLORIS DE GRAAD | SUSTAINABLE FOOD & CAMPAIGNING

Director | Vegetariersbond / NLD

Floris de Graad is director of the Vegetariersbond in the Netherlands. He formulated the ambition for the organization that by 2040 in the Netherlands half the meat would be eaten. He is convinced that this can only be achieved through unorthodox cooperation with very diverse partners.

“In this time when we are being overloaded with information and everything requires our attention, we can only engage and mobilize people by appealing to higher goals rooted in deeply ethical principles. Only then can we overcome division and disengagement.”