Events for Business students worked on real life case study

The foundation challenged students with a relevant societal issue: many people in the Netherlands have limited awareness of where their food comes from. De Week van Ons Eten addresses this by organising an annual nationwide programme of events and activities that aim to reconnect people with food, its origins, and its producers.

Students were tasked with developing an event or activity that responds to this challenge, tailored to a specific generation. Using the Event Model Canvas methodology, they worked through creative and strategic processes all week, culminating in a final presentation to the organisation on Friday.

Highlights of the week included:

• A highly engaged commissioner who delivered a strong kick-off and returned mid-week (Wednesday afternoon) to answer student questions — mirroring a real-life client process
• A masterclass by Sven Backer, Creative Strategist at Daymakers, focused on pitching ideas, with students actively testing and refining their concepts
• Impressive and well-developed outcomes, some of which will be further explored and potentially implemented within De Week van Ons Eten next year

Overall, it was a highly valuable and inspiring week that demonstrated the strength of connecting education, real-world challenges, and industry expertise.