Constantly adapting in a world of constant change

To succeed in the agricultural sector, you have to be a special kind of person. Although the image of vast fields may seem serene, it is an industry characterized by misconceptions, strict regulations, and significant imbalances. Claudia van Genugten serves on the boards of various agricultural organizations and knows better than anyone how to address these challenges.

When people think of agriculture, they most likely picture grazing livestock. The manure that comes with it is often not the first thing that comes to mind. The Dutch prefer to keep as much distance as possible between themselves and this byproduct. For many, this mindset is second nature, and according to Claudia van Genugten, this is precisely where the problem lies. “People are fooling themselves,” says Claudia. “The Netherlands ranks among the world’s best when it comes to supplying high-quality agricultural products. Dutch consumers find it hard to accept that domestic meat production has consequences, such as the smell of manure. On top of that, they’re hardly willing to pay extra for it. So, meat from abroad is bought more often.” She believes it’s crucial that people’s mindset on this issue changes. However, the image of the agricultural sector isn’t the only challenge Claudia faces on a daily basis.

Surplus Manure is useful and necessary because it keeps farmland fertile. Every year, the Netherlands produces a surplus of this product. As a result, Dutch livestock farmers are legally required to process their manure and dispose of a portion of it. Claudia is the CEO of Tontrans, a company she founded with her brother that offers a solution to this situation. Claudia: “We process manure from livestock farmers into high-quality compost and transport it to customers both domestically and abroad. Think of agricultural entrepreneurs in France, where the soil is naturally poor.” The materials are transported from areas with a surplus to areas with a shortage.

Imbalance
Tontrans specializes in the entire process of separating, processing, refining, and exporting manure. The company also acts as an intermediary between livestock farmers and buyers. However, this business model is not sustainable for the future: an imbalance has emerged between supply and demand. Claudia: “Customers abroad know we have more than enough manure. Supply exceeds demand, so they don’t want to pay, while it costs Dutch farmers a lot to move the product in this saturated market.” Claudia realizes this strategy cannot be sustained for long.

Taking Risks
The service Tontrans offers is therefore more than just logistics. “Simply transporting goods from A to B is not a sustainable solution to the problem. These days, you have to take changing laws into account and be able to adapt continuously.” She recalls the moment she heard that the separation of fertilizers would likely become a legal requirement in the near future. With foresight, she decided to take a risk. “It wasn’t yet known whether the new regulations would actually be implemented. Still, we made a conscious decision at that point to purchase a separation machine.” To remain viable in this sector, you have to respond quickly and effectively to changes.

The Future of the Sector
Claudia founded an advocacy group with a group of entrepreneurs focused on sustainable manure processing. The collaboration aims to address the imbalance between supply and demand by serving as both a point of contact and a strategic partner for government agencies and agricultural organizations. Claudia advocates for the reuse of organic matter and minerals from manure. This approach can contribute to the Netherlands’ goals in the areas of sustainability and the circular economy. This is not only crucial for the viability of her company, but for that of the entire sector.