About ROOTS Our mission
A place whereinnovation takes roo
ROOTS Innovation Hub here for pioneers in the agri-food sector—for entrepreneurs who are building something new and need the space to do so, both physically and mentally.
Our mission
ROOTS Innovation Hub affordable, flexible workspaces for startups and scale-ups in the agri-food sector, in locations where entrepreneurs can meet, grow, and develop their ideas.”
We are creating an entrepreneurial community innovations are not only conceived, but also further developed and guided toward the market. No glossy facade, no bureaucracy—just the freedom to act.
Brand Essence
Space & flexibility
ROOTS agri-food pioneers workspaces with the space and flexibility to grow, collaborate, and bring their ideas to market.
A springboard for pioneers
Flexible in form, steadfast in ambition. ROOTS the end goal—it’s the springboard. It’s where you start, where you grow, and from where you change the world.
Practical application
Right in the heart of Foodvalley, next to WUR and the industry’s practical operations. We’re right where the action is—and you can feel it in everything around you.
Human and entrepreneurial
No corporate environment. No rigid rules. ROOTS approachable, informal, and action-oriented. You’ll work with people who want to move forward—just like you.
Our brand values
Room to grow
From flex space to office space and from laboratory to pilot plant. Everything is possible for entrepreneurs in ROOTS at the WFC.
We're here to support you
Flexible in terms of workspaces, contracts, and collaboration. You set the pace; we provide the space. Whether you’re joining us temporarily or staying for the long term.
Together, we're stronger
ROOTS a place where connections happen naturally. You share knowledge, energy, and ideas with others—without any obligations, but as community potential.
Human and entrepreneurial
Down-to-earth, approachable, and action-oriented. You’ll be working with people who want to move forward: practical, committed, and bold.
From the heart of innovation
ROOTS in the heart of Foodvalley close to the field. This is where ideas that matter are born and given the space to grow toward the market.
Our story
Not the end.
A beginning.
ROOTS Innovation Hub your typical workplace. It’s a place with character: rugged, flexible, and full of potential. Right in the heart of Foodvalley , you won’t Foodvalley sleek offices with strict rules, but rather space to grow—both literally and figuratively.
ROOTS for entrepreneurs who choose their own path. For pioneers in the agri-food sector who want to build something new. You set up your workspace however you like, scale up or down as needed, and experiment without any barriers.
But ROOTS more than just four walls. You’ll meet others who share your energy: startups, scale-ups, creators, and thinkers—all on their own journeys. Sometimes spontaneous, sometimes organized, but always with the opportunity to support one another.
ROOTS alongside you. With new locations, connections, and opportunities. But at its core, it remains a place where entrepreneurs feel at home, where ideas take root, and where the future of the agri-food sector takes shape—from the ground up, with courage, and together.
ROOTS the end. It’s a beginning. A stepping stone. A place where you put down roots and continue to grow.”
Who We Are
The Explorer
ROOTS freedom, adventure, growth, and the exploration of new possibilities. It’s a place where you’re free to experiment, think outside the box, and follow your own path—without barriers, without rigid rules.
Established as a foundation in 2019, with a mission to provide affordable and attractive workspace to start-ups and growing agri-food companies in the Foodvalley.
“Anentrepreneur, an adventurer, a survivor.”
— About ROOTS, from interviews with tenants
“They’re going through puberty… they come home with a black eye every now and then.”
— Tenant ROOTS
“A great hub for taking the plunge into the world of entrepreneurship.”
er samen’
— Tenant ROOTS
