Who we are

Our mission

NewForesight turns tough sustainability challenges into shared opportunities

In a world that is increasingly complex and interconnected, we are committed to tackling sustainability challenges in a structural way. We initiate, shape, and drive the transformational strategies required for lasting impact. We do so in dedicated partnerships with our clients.

Our clients are frontrunners in their sector who have chosen to take on a complex sustainability challenge. They know such systemic problems cannot be addressed alone, and look to include other stakeholders and create momentum for change in their sector. To have structural positive impact, we offer our clients tangible and actionable strategies that challenge ourselves and the status quo, and we inspire our clients to do the same.

Tough sustainability challenges

Present-day sustainability challenges are diverse and encompassing. In 2015, the UN Sustainable Development Goals (SDGs) issued a call for action for tackling the most pressing global development priorities we face in the world today. With a set of 17 goals focused on People, Planet, Peace, Prosperity and Partnership, the SDGs seek to bring about a more sustainable and inclusive world while protecting the planet. The SDGs are focused on solving tough sustainability challenges that are systemic, interlinked, and can only be tackled through partnerships with others. Through our work, we are helping to drive the realization of the SDGs.


Agriculture and food are at the heart of most of the SDG goals—from tackling poverty and hunger, to taking climate action and bringing about more responsible consumption and production. Because of the sector’s significance and complexity, we mainly work in agriculture.

The agricultural sector faces a number of pressing challenges. By 2050, the world’s population is estimated to grow to 10 billion. To feed everyone, we will have to double our food production, and produce more food in the next 40 years than in the last 6,000 years combined. Meanwhile our food system faces four ‘brutal facts’:

  1. Poverty: over 75% of all farmers globally are caught in a poverty trap;
  2. Environmental degradation: using today’s agricultural production methods, the volumes required to feed our growing world population in many ways exceed our planetary boundaries;
  3. Food waste: 30 to 40% of all produced food is wasted;
  4. Malnourishment: half of the world’s population is malnourished (hunger, nutrient deficiencies and/or overweight).

If you would like to know more about the sustainability challenges in our food system, read CEO Lucas Simons’ book Changing the Food Game. For an overview of and solutions to the four brutal facts read the report “New Horizons for the Transitioning of our Food System”.


Creating shared opportunities

Addressing these types of challenges is what NewForesight dedicates itself to. What sets us apart is not just our in-depth knowledge of system dynamics; most importantly, it is our way of working.

Our solutions are always systemic, business-driven and fact-based. We do not address the symptoms; we address the cause of the challenges clients ask us to tackle. We believe in changing market incentives to achieve sector sustainability, and we have done this in a variety of sectors and industries. In doing so, we create opportunities for our clients and their stakeholders.

Developing a new business model for a company to source a certain crop can create opportunities for farmers to generate more income, and can generate carbon credits by enhancing biodiversity. Such combinations are what we look for in our work.

To have systemic impact, we develop and implement sustainable solutions in partnership with key actors from industry and society:

  • Financial institutions and companies from different industries who are looking to innovate, invest, and collaborate to advance sustainable business practices and enable producers to improve their income;
  • Actors linked to global agri-sectors such as governments, knowledge institutes and NGOs that are seeking to incentivize sustainable behavior.

Joost groot2

Do you have a tough sustainability challenge to tackle?

Contact Joost to find out how we can turn this into an opportunity.

Our thinking

Models to understand complex systems

The sustainability challenges we address are tough and complex. Through years of experience we are able to capture them in models that help us to understand the wider context and develop solutions for our clients. We use models in two different ways.

  1. To help us understand and communicate the process of sustainable market transformation we developed three models:
    • The S-curve Model captures the four stages of market transformation and grants insight into how to influence this process;
    • The Shapes and Forces Model, featuring the different sector shapes and the forces that influence them, guides us in analyzing where to intervene in a sector to make it sustainable;
    • The Sustainable Sector Transformation Model, detailing the building blocks of sustainable markets, is our basis for solutions on what set of interventions is required for sector-level sustainability.
  2. To quantify and analyze the outcomes of certain interventions we use dynamic models that allow us to analyze the impact from farm to sector level
    • The Farmer Economic Model, developed jointly with the WCF, is an example of how we can model the impact of specific interventions on a (cocoa) farmer;
    • The Service Delivery Model (SDM) approach, developed with IDH, is our tool to analyze the economic performance of a farmer, its service provider and the buyer of his crop as well as their interaction in a unified analysis.

These models form the basis of our work, and are used in the solutions we offer you. Please contact Joost if you would like to know how these models could help you tackle the sustainability challenges you are dealing with, and which shared opportunities this could create. Alternatively, watch our CEO explain more of our thinking at TED X Gouda:


Beyond business

At NewForesight, business means more than making profit. We are serious about creating shared opportunities, for our business and for the world at large. We are delighted to be one of the first five companies in the Netherlands to become B-Corp certified.

As part of this worldwide movement of enterprises committed to the triple bottom line in business, we believe that NewForesight’s unique way of connecting the dots between sustainability and business will continue to help our clients drive lasting impact in ways that go well beyond profit.

Moreover, we practice what we preach. As an example: our work requires significant (air) travel, so we offset the carbon footprint of our commuting and business trips by investing in the carbon credits of FairClimateFund. Their projects stimulate clean cooking methods for households in developing countries.