Jaarbeurs Acquires Foodbytes to Accelerate Agri-Food Innovation

Jaarbeurs announced the acquisition of Foodbytes, the international agri-food innovation platform previously owned by Rabobank, during the opening day of VIV Europe 2026 in Utrecht, the Netherlands. The transaction aims to strengthen Jaarbeurs’ position in the global agriculture and food sectors by combining its established event business with a growing digital innovation network.

According to information reported by Pig Progress, the announcement was made as VIV Europe 2026 officially began, bringing together industry leaders, investors, startups and technology providers from across the livestock and food production sectors.

Foodbytes has built a reputation as an international platform connecting startups, corporations and investors involved in agriculture and food innovation. The network focuses on areas including regenerative agriculture, alternative proteins, robotics, farm automation and seaweed production technologies.

The acquisition represents a strategic step for Jaarbeurs, the organization behind the VIV Worldwide exhibition network, which has operated in the livestock and animal production sector for more than four decades.

Jeroen van Hooff, CEO of Jaarbeurs, highlighted the importance of combining physical events with digital networking opportunities. “Live encounters are and will remain crucial; with Foodbytes, we are also expanding our online offering of relevant meeting spaces for decision-makers, investors and entrepreneurs. It is not only part of our digital strategy, but also of the further development of our position in this sector,” he said.

Van Hooff added that the acquisition will provide valuable market intelligence and industry insights that can be shared with the broader food and agriculture community. He also emphasized the long-standing relationship between Jaarbeurs and Rabobank, noting that the two organizations will continue collaborating following the transaction.

Foodbytes was launched in 2015 and has grown into a recognized international innovation platform within the agri-food sector. According to Roland van der Vorst, strategic advisor to Rabobank’s board and one of the key figures behind the initiative, the platform has reached a stage where additional growth opportunities exist outside the framework of a regulated financial institution.

“As Rabobank, we are proud of what we have developed, and we also see that Foodbytes has greater potential to grow beyond the confines of a strictly regulated financial institution. With Jaarbeurs, we have found the ideal partner to achieve this,” Van der Vorst said.

The acquisition reflects a broader trend across the agriculture and food industries, where digital platforms are becoming increasingly important for connecting entrepreneurs, investors and corporations seeking innovative solutions to global food production challenges.

The announcement also added significance to the opening of VIV Europe 2026, one of the world's leading livestock and animal production trade shows. The event is taking place from June 2 to June 4 in Utrecht and marks the 25th edition of the exhibition.

This year's ceremonial opening included a ribbon-cutting event led by Prince Carlos of Bourbon de Parme, a member of the Dutch royal family known for his involvement in sustainability initiatives.

With the integration of Foodbytes, Jaarbeurs is positioning itself not only as an organizer of international trade fairs but also as a year-round facilitator of innovation, collaboration and investment within the global agri-food ecosystem.