From Participant to Jury Member: Simone van Es at the BlueCity Circular Challenge
Less than a year ago, our founder, Simone van Es, took part in the BlueCity Circular Challenge. This year, she returned—not as a participant but as a jury member for the latest crop-focused edition.
On November 11, after six weeks of intense work at the BlueCity Lab, the teams of young professionals presented their innovative circular solutions for local crops like bog myrtle, willow, elephant grass, and sweet chestnut. For the first time, the Circular Challenge featured two awards: one for the best business model and one for the best social impact, with €10,000 in follow-up funding from the New European Bauhaus for the winners.
The jury—featuring Simone van Es (Roots Foundation), Klaas Kuitenbrouwer (Het Nieuwe Instituut), Emma van der Leest (BlueCity Lab founder), and Ellen Gale (New European Bauhaus)—selected Team Bog Myrtle and Team Willow as the winners.
Best Business Case Team Bog Myrtle impressed the jury with a fully circular product, including packaging made from bog myrtle. They also praised the product’s pleasant fragrance and strong user case. The jury encouraged the team to explore ways to scale up bog myrtle production during the follow-up phase.
Most Social Impact Team Willow stood out for its community-focused approach, involving people in willow weaving and pruning, especially at events like festivals. The jury also noted the team’s strong spirit and the scalability of their concept, urging them to refine their business model further.
Congratulations to Team Bog Myrtle and Team Willow! We’re excited to see your ideas evolve and are excited to share that several products, including those from other teams, may soon be available in The New Store, the regenerative shop at Het Nieuwe Instituut.
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