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Koppert Cress hosted the second King Willem I Lecture on October 3. In the presence of Queen Máxima and a large number of influential entrepreneurs, the kick-off was given for the registration for the biennial business awards of the King Willem I Foundation. In his lecture on how the market develops, Prof. Dr. Bart van Bavel discussed how the past influences long-term developments. The risk that lies in the overlap of economic and political power and the need for other forms of organization and entrepreneurship. The evening was concluded with a winners' dinner in the greenhouses of Koppert Cress. In this innovative setting, the three winners of last year were given the opportunity to explain their vision in five minutes. Rob Baan, CEO of Koppert Cress, discussed the role of Dutch horticulture. We are well on our way in the areas of water, energy and smart technology. Good nutrition and health need much more attention because they have an enormous impact on our existence. It is his personal ambition to make the Netherlands the healthiest country in the world. Phillips CEO Frans van Houten Frans emphasized the importance of knowledge building for innovation. He was proud of the award that allows him to be an example to others. He also advocated a future in which nutrition and health embrace each other. The last speaker was Toine Brock, CEO of Tobroco. In a very personal speech he talked about the peaks and valleys that come with entrepreneurship and the importance of your family in dealing with this. His conclusion was immediately the final conclusion of the evening that entrepreneurship is above all fun.