Our story

The New Farm building was constructed in the late 1950s for electronics giant Philips, which sold the structure to the City of The Hague in the 1980s. In 2013, Urban Farmers set up business on the roof and top floor. Since then, the building has blossomed into an international hotspot for vertical urban farming and sustainable food production.

The challenge

The problems associated with the food supply are complex. In the years and decades ahead, several challenges will come together. How do you produce high-quality food using natural resources in a sustainable and efficient way? How do you integrate renewable energy into this process and reduce the environmental impact of the logistics involved? And how do sensors and Big Data fit into this picture?

These issues resonate with some of the debates surrounding the ‘smart city’ concept, not least how best to integrate urban farming into the fabric of a city. In The New Farm, we seek innovative revenue models for urban agriculture, which in turn will lead to new concepts for real estate and financing as well as different regulations.

The future

We are convinced that vertical urban farming is the right way to go. At The New Farm, we launch innovative ideas and plant the seeds of awareness in the world around us. We do this in collaboration with businesses, government agencies and knowledge institutions. We share the end result - the produce and products that we grow here - with the wider community and various stakeholders.

At The New Farm, we launch innovative ideas and plant the seeds of awareness in the world around us.