Who Is Farming Whom?
When humans, data & machines
learn to grow together
Will non-human collaborators feed us — or will we learn to raise our own robots? Food production is changing fast. Data, robotics and AI are entering the field — literally. But while technology accelerates, the real question remains: who is in control, who understands the system, and who truly benefits?
Special Guests
Floris Schoonderbeek: Designer and inventor working at the intersection of design, ecology and regenerative systems. Founder of Circlefarming, designing participatory systems embedded in landscape and community.
Paul van Zoggel: Researcher in precision agriculture at Wageningen University & Research and TU/e. Specialised in data-driven farming and hybrid intelligence, translating complex systems into actionable practice.
At this Tech & Design Meetup, we explore the future of farming through design, science and real-world practice. Not as a tech race, but as a shared learning process between humans and non-human collaborators.
As you know, during our events the discussion is central. Expect sharp insights, honest tensions and an open exchange.
We are Inclusive by Default and Give to Grow.
The future belongs to the people who build it — together.
Moderated by Charlotte Grün
Walk in from 17:30, event starts at 18:00.
@ Kazerne Downtown Eindhoven – English spoken, Free entrance, Open to All.
Special Guests
Floris Schoonderbeek
Designing (farming) systems that invite participation
Floris Schoonderbeek is a designer and inventor known for creating practical, scalable innovations that bridge design, technology and ecology. He is the initiator of Circlefarming, a regenerative agricultural method in which a rotating arm, the so-called Compass, carries people, existing tools and new technology. By combining humane labour, smart tools and digital intelligence, this system restores soil, increases biodiversity and reconnects people to the landscapes that feed them.
In 2007, he founded the design label Weltevree, which has since grown into an internationally recognised brand known for durable, participatory products that encourage people to actively engage with their environment. Alongside his design practice, Floris is creative director for investing developer and space curator Schipper Bosch, where he develops long-term concepts for places that connect landscape, use and community.
His work has received multiple awards and nominations, including the Dutchtub (Rotterdam Design Prize nomination), Groundfridge (Dutch Design Award nomination), and several innovation awards for energy and mobility concepts. Across products, places and farming systems, his work is characterised by accessibility, durability and participation.
Paul van Zoggel
Translating complex data into actionable (farming) intelligence
Paul van Zoggel is a researcher and programme manager in precision agriculture at Wageningen University & Research. He focuses on projects that help farmers use data, robotics, AI and digital platforms to optimise farming practices in sustainable and practical ways. Paul operates at the intersection of science and practice, working closely with farmers, companies and public authorities at experimental sites such as testing grounds and future farms.
In addition to his work at WUR, Paul is affiliated as a researcher with Eindhoven University of Technology (TU/e), strengthening the connection between agricultural innovation, engineering and design-driven research. He also works on regional agtech innovation in Brabant, collaborating with networks such as VDBorne Campus.
A key interest in his work is hybrid intelligence: combining human expertise with advanced AI and robotics so people and machines can collaborate more naturally and effectively. Alongside his work at WUR, Paul is actively involved in regional agtech innovation in Brabant, bridging research, real-world application and emerging design-driven approaches.
Context
The future of farming will not be decided by machines alone,
but by how humans, data and design learn to grow together
Across agriculture, technology promises efficiency, sustainability and resilience. Precision data, smart machines and digital platforms are redefining how we grow food. Yet these developments raise deeper questions about agency, accessibility and care.
What happens when intelligence in farming becomes mobile, shared and partly non-human?
When data is no longer abstract, but directly shapes decisions in the soil?
And when tools are no longer just tools, but collaborators in a living system?
This edition of the EHV Innovation Café brings together two speakers who approach these questions from different but deeply connected perspectives: design-led system thinking and data-driven agricultural science.
Together we’ll explore farming not as an industrial process, but as a learning ecosystem — where humans, machines, landscapes and communities co-evolve. Whether you’re a founder, designer, technologist, policymaker, educator or curious do-er, this is your space to listen, learn and connect.
As you know, during our events the discussion is central. Expect sharp insights, honest tensions and an open exchange. We give to grow.
Our city is full of hidden Tech & Design gems that fuel transformation. Now is the time to unite their superpowers. What visions do they hold for creating an attractive, sustainable world for us and future generations? What groundbreaking experiments and prototypes are they developing to boost our society forward? How can we learn from each other and contribute to this shared mission? Join us for an inspiring event where ideas and connections come to life!
Join the EHV Innovation Café Tech & Design Meetup
Do you want be a part of the Future of Eindhoven? Mark the event in your calendar and secure your free ticket here. Walk in is also possible but the seats for the debat are limited. Don’t miss out on this opportunity!
29 January 2026
17:30 Walk-in and networking, we’ll offer a free drink and a bite
18:00 Introduction to the Special Guests followed by a moderated debate
19:00 Networking
20:00 Meet-up dinner with the speakers
English spoken, of course