Jury member Nijboer: “Immediate applicability matters – and so does the business case”

<h1>Transforming Sustainability in Agriculture: Insights from Jeen Nijboer</h1>

<p class="Intro">For Jeen Nijboer, a senior sustainability expert at Rabobank and jury member of the <a href="https://get.allaboutfeed.net/sustainability-impact-award/?_gl=1*pb6blr*_gcl_au*MTE3MTMyMDU0Ny4xNzU0Mjk3Nzcw*_ga*NDEwOTMxNjMzLjE3NDY0NzY2MzE.*_ga_B8WW2ZE1VC*czE3NjExMjQ4OTEkbzIzNCRnMCR0MTc2MTEyNDg5MSRqNjAkbDAkaDA." target="_blank" rel="noopener">Sustainability Impact Award</a>, the key to successful sustainability initiatives lies in their immediate applicability and tangible economic benefits.</p>

<h2>The Challenge of Economic Viability</h2>

<p>Nijboer emphasizes the importance of making sustainability financially attractive, which he recognizes is no small feat. "We are at a point where the industry must showcase actionable solutions that not only contribute to sustainability but also present a solid business case," he explains.</p>

<h2>A Personal Connection to Agriculture</h2>

<p>Having grown up on a dairy farm, Nijboer possesses a unique understanding of the challenges faced by primary producers. He feels a strong connection to farmers and acknowledges their essential role in food production, stating that environmental conditions will ultimately determine agricultural output.</p>

<h2>About the Sustainability Impact Award</h2>

<p>The <a href="https://get.allaboutfeed.net/sustainability-impact-award/?_gl=1*pb6blr*_gcl_au*MTE3MTMyMDU0Ny4xNzU0Mjk3Nzcw*_ga*NDEwOTMxNjMzLjE3NDY0NzY2MzE.*_ga_B8WW2ZE1VC*czE3NjExMjQ4OTEkbzIzNCRnMCR0MTc2MTEyNDg5MSRqNjAkbDAkaDA." target="_blank" rel="noopener">Sustainability Impact Award</a> is a collaborative initiative involving Misset International, along with partners such as <a href="https://www.evonik.com/en.html" target="_blank" rel="noopener">Evonik</a>, <a href="https://www.viv.net/" target="_blank" rel="noopener">VIV</a>, <a href="https://fefac.eu/" target="_blank" rel="noopener">FEFAC</a>, and <a href="https://www.rabobank.com/" target="_blank" rel="noopener">Rabobank</a>. The award aims to recognize innovative products and services in the feed and livestock sectors that yield measurable and scalable sustainability benefits.</p>

<h2>Conclusion</h2>

<p>Nijboer calls for solutions that not only protect the environment but also meet the economic realities of farming today. As the industry moves toward more sustainable practices, being able to demonstrate immediate benefits will be crucial for widespread adoption.</p>

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