We found our place in Food Valley
Fuji Oil Group, a Japanese producer of specialty vegetable fats and plant-based solutions, is strengthening its presence in the Netherlands with a new innovation center in Wageningen. Together with Oost NL, the company found its way into the Food Valley ecosystem. We spoke with Liz Kamei, Managing Director Fuji Europe Africa BV, part of the Fuji Oil Group, and Jurgen Sonneborn de Leur, Food Project Manager at Oost NL.
Fuji Oil Group is a Japanese company. How did you end up in Food Valley?
Liz Kamei: “We started with a small office in Wageningen in 2020. From the beginning, we knew we wanted to be on Wageningen Campus, right at the heart of the Food Valley ecosystem. It’s a unique environment where everything revolves around food innovation. Kadans Science Partner had plans for a new building on campus, and we immediately saw the opportunity to be part of that. Oost NL supported us throughout that process.”
Jurgen Sonneborn de Leur: “For international companies, entering a new region can feel overwhelming. That’s where we step in. We connected Fuji Oil with the right partners and stakeholders to accelerate their journey. Having a strong network really helps in cases like this—we can open doors that might otherwise remain closed.”
Liz Kamei: “When we first arrived in the Netherlands, we didn’t know where to start. Thanks to Oost NL, we found not only a physical location, but also our place within the ecosystem. We’ve now signed a contract for a laboratory in Kadans’ newest building, which will become our European innovation center.”
Why are Fuji Oil and Oost NL such a good match?
Jurgen Sonneborn de Leur: “Fuji Oil is strongly committed to sustainability in food, which aligns perfectly with our mission. At Oost NL, we focus on transitions toward sustainable food systems, health, and energy. That shared ambition makes collaboration very natural.”
Liz Kamei: “Our goal is to become a global leader in creating a sustainable future for food. We actively contribute to the Sustainable Development Goals, particularly around nutritious food, human rights, and preventing deforestation. Europe sets a high standard when it comes to corporate social responsibility, so it’s a very strategic location for us.”
What does the Food Valley ecosystem bring to Fuji Oil?
Liz Kamei: “Being surrounded by food experts is incredibly valuable. As a newcomer, we immediately found ourselves in a network of researchers, companies, and innovators. Oost NL regularly invites us to events and presentations, which has helped increase our visibility and connect us with potential partners.”
“Collaboration is key for us. For example, we are currently working with Wageningen University & Research on developing clean-label, plant-based alternatives to common ingredients. One example is methyl cellulose, which is often used as a binding agent in plant-based burgers. We’re looking for alternatives that consumers recognize and trust.”
Jurgen Sonneborn de Leur: “What’s great is that Fuji Oil doesn’t just benefit from the ecosystem—they actively contribute to it. They are open, collaborative, and willing to share knowledge. That’s exactly the kind of company that strengthens Food Valley. It’s also why they were nominated for the Deshima Netherlands Awards.”
Liz Kamei: “Once our innovation center is fully operational, we expect to collaborate even more intensively with other companies and knowledge institutions. We’re really looking forward to expanding those partnerships.”
How does Fuji Oil contribute to the attractiveness of East Netherlands?
Jurgen Sonneborn de Leur: “When we host Japanese companies in the region, Liz often joins to share her experiences. She’s become a true ambassador for Food Valley. Hearing firsthand how Fuji Oil has successfully established itself here makes a big difference for other international companies considering the region.”
Liz Kamei: “It works both ways. These exchanges are just as valuable for us. A great example is the Osaka Expo, where Oost NL visited Japan with a group of entrepreneurs from East Netherlands. I was invited to present at a seminar, and the group also visited Fuji Oil in Osaka.”
“My colleagues in Japan prepared dishes using our ingredients, which gave us direct insights into Dutch taste preferences. It was a great opportunity to connect ecosystems across continents—benefiting Oost NL, the entrepreneurs, and Fuji Oil alike.”
Looking ahead, what are your ambitions in the region?
Liz Kamei: “Our focus is on strengthening innovation and collaboration. With our new laboratory and innovation center, we want to accelerate the development of sustainable, plant-based food solutions. Wageningen offers the perfect environment to do that.”
Jurgen Sonneborn de Leur: “And we’re proud to support companies like Fuji Oil in that journey. Their presence reinforces East Netherlands as a leading region for food innovation. It’s a great example of how international collaboration can drive meaningful impact.”