Double interview Frans Sijtsma and Bart Volkers | A circular future requires cooperation on a level playing field

Companies in Groningen and Drenthe Have ‘Incredible Energy’ to Work Circularly, but They Can’t Do It Alone. Collaboration is essential, and that’s why it will take center stage during the New Year’s gathering of Circular Groningen and Drenthe. Frans Sijtsma and Bart Volkers, as keynote speakers, look ahead to the event, which will take place on January 28 at the House of Connections.

Text: Jelle Posthuma

The New Year’s event brings together professionals, researchers, companies, policymakers, and students to work towards a circular future. This connecting function is crucial, says Bart Volkers, director of Circular Groningen and Drenthe. “We are an association for organizations that want to take circular steps. Taking a circular step cannot be done alone; companies depend on suppliers and customers. That’s why collaboration is crucial.”

Together, organizations reflect on questions such as: What is a circular business model? How do I encourage customers to adopt sustainable behavior? And how can we engage young people? Additionally, the collaboration fosters a sense of community, Volkers notes. “We often hear that companies enjoy working with like-minded individuals. They realize they’re not alone, and that gives them energy.”

Where Do We Stand Now?

Circular Groningen and Drenthe aim to reduce the use of primary raw materials in Northern Netherlands by 50% by 2030. By 2050, the goal is to be 100% circular. The region is partly on the right track, according to Volkers. “A lot of recycling is being done; as a country, the Netherlands is the best in Europe at this. In Groningen, we excel in the area of secondary raw materials.” Biobased materials and refurbished products are also gaining ground.

Although progress is being made, Groningen and Drenthe are still at the beginning of the transition. “On a scale of 0 to 10, we might be at a 3.” Frans Sijtsma, scientific director of the Rudolf Agricola School for Sustainable Development, agrees. The school is also co-organizing the New Year’s gathering. There is “incredible energy” among companies to work circularly, Sijtsma says. “But from previous projects, we know that individual determination alone is not enough. The danger is that we could hit a wall.”

A New System

According to Sijtsma, systemic change is also necessary. Customers, for example, will (temporarily) have to pay slightly more for sustainable products and services, and the government can promote circularity through regulation. Volkers points to the need for a “level playing field.” “In the Netherlands, plastic recycling companies and sustainable textile businesses are going under because new products from China are much cheaper. These products may be cheaper financially, but the environmental costs are not included in the price.”

Sijtsma emphasizes that our consumption patterns need to align with the capacity of the natural system. “At the same time, we want to earn a decent living within this new system.” This calls for a search for circular business models. He cites examples such as renting instead of buying products and services. “Companies can also offer maintenance contracts for their products, extending their lifespan. This is very different from companies profiting from products that break quickly, forcing consumers to buy more.”

Regional Collaboration and Pride

According to Volkers, new narratives are needed. “Although the cost price increases, products and services last much longer. This also ties into a sense of regional pride. For example, Christmas gift packages are increasingly filled with local products.” Services can also reflect regional identity, says the director. “The local maintenance technician ensures your washing machine lasts many more years.”

This stands in stark contrast to the current production chains, which are almost entirely global. Sijtsma: “It may seem difficult for Northern Netherlands to say: we’re going to take our own steps toward a circular economy. One could argue: let’s regulate it nationally or even at the European level. But we also need to explore our own ‘circle of influence.’ Northern Netherlands has excellent organizational infrastructure, a supportive government, and a long list of companies eager to work circularly. We can absolutely make a difference here. When our companies—many of which are global leaders in various fields—take circular steps, it has a significant impact.”

Extending Sensitivity

It is crucial for companies and other organizations to work in an orchestrated manner, Sijtsma stresses. It’s about creating a “coalition of the willing,” a group that wants to move in the same direction. “That’s why the New Year’s gathering is so important. Different parties need to meet and extend their sensitivity. Without these conversations, the government doesn’t know how to help companies take circular steps. Similarly, companies can’t articulate their needs or challenges.”

During the event at the House of Connections, research, knowledge, and practical experience will come together. “Companies must feed knowledge institutions with questions,” Volkers states. Sijtsma adds: “It’s about combining systematic knowledge with structural contact. We want to know what challenges companies face, what business models exist, what governments can do, and what behavioral changes are possible among consumers. The question of how to scale up is also crucial.”

Spontaneous Initiatives

According to Sijtsma, intensive consultation and collaboration are essential for the “circular revolution” to succeed. He points to an example from last year’s New Year’s gathering, where a spontaneous collaboration between textile companies in the North emerged. “The event wasn’t designed for that. We discovered it by having conversations and asking questions.” This led to an inspiring follow-up conversation during the opening of the Groningen Textile Hub, Volkers adds.

During this year’s event, participants can choose from three parallel sessions: Behavioral Change, Systemic Change, and Business Models. “I hope these sessions also yield concrete follow-ups, as they did with the textile companies last year,” says Volkers. “We aim to build on the signals we receive from companies and identify where the energy lies. That’s a key goal of the New Year’s gathering.”

For more information about the event ‘Chain Collaboration as the Key to a Circular Future & New Year’s Gathering,’ visit the website of the Rudolf Agricola School for Sustainable Development. The program is being organized in collaboration with Circular Groningen, Rudolf Agricola School for Sustainable Development, and Aletta Jacobs School of Public Health—a partnership between the University of Groningen, UMCG, Hanze University of Applied Sciences, NHL Stenden, and the Circular Economy Knowledge and Innovation Agenda.