Who Is Farming Whom? | Tech & Design Meetup

Who Is Farming Whom?

When humans, data and machines learn to grow together

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.
Whether you’re a founder, designer, technologist, policymaker, educator or curious do-er, this is your space to listen, learn and connect. Expect bold insights, honest reflections and an open, welcoming conversation.

We are Inclusive by Default and Give to Grow.
The future belongs to the people who build it — together.

Moderated by Charlotte Grün

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.

Eindhoven 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 Tech & Design Meetup
Do you want be a part of the Future of Eindhoven? Mark the event in your calendar and secure your ticket here.

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

Free tickets via www.ehvinnovationcafe.org

@ Kazerne Downtown Eindhoven
English spoken, free entrance, open to all