De Wassende Maan
De Wassende Maan: once a pioneer, always a pioneer? Only if its strategy remains up to date and its team stays aligned—something Peter and Kim were happy to help with. It also takes courage, but this organisation has no shortage of that.
The client
De Wassende Maan is more than an organic farm. Since 1979, it has pioneered biodynamic farming with quality of life at its heart.
The question
From the outset, De Wassende Maan was a bold initiative in a far from straightforward sector. Since then, conditions for businesses operating in short food supply chains have not become any easier. Inflation, falling purchasing power and a race to the bottom among supermarkets make for a challenging environment.
Yet De Wassende Maan remains a success story—perhaps precisely because of that original courage and determination. Its story is an inspiring example of what an alternative food system can look like. The organisation feels the responsibility that comes with this pioneering role and is committed to carrying it forward with care.
The process and its impact
The agricultural sector demands constant attention to the here and now, leaving little room to step back. The decision to focus on strategy was therefore a deliberate one. The team came together, every question was welcome, and S&L brought an impartial outside perspective.
Which plans would make De Wassende Maan future-proof? Which ideas still stood up to scrutiny, and was its positioning still right? Did the business model deliver the intended impact? And could its finances withstand external pressures? By exploring these questions, the team gave its strategy a significant upgrade, grounded in a renewed collective ambition.
A welcome additional benefit was stronger cohesion within the team. Everyone regained a clear understanding of what the organisation wanted to achieve, how it would do so and why it mattered. Thinking together also gave the relationship between the board and the team fresh momentum.
The courage was there to continue pioneering, act entrepreneurially and involve the co-operative’s members more closely. This resulted in clearer positioning and a stronger go-to-market strategy. The renewed impact strategy enables De Wassende Maan to strengthen its organisation and contribute more effectively to the transition towards a different food system.
“A client that is already doing exceptionally well in a demanding sector — and still wants to do even better — that is what sustainable pioneering looks like.
”
De Wassende Maan had support of these team members
Does this case appeal to you?
We would be happy to discuss your organisation’s specific needs. Two of our consultants will meet with you to explore your request and develop an initial proposal. Based on your feedback and further co-creation, we will then prepare a final proposal.
