Frank Holleman
“Our food can be the stepping stone to a more sustainable world”
Frank Holleman is a cookbook author, founder of “Fork Ranger” and sustainability missionary.
Heartbreaking – this is how Frank describes his feelings, the moment he truly realized the consequences of climate change, for humanity, for the earth and for his own environment. Frank Holleman grew up in Switzerland with his parents, both preachers, just like his grandfather. He is fascinated by mountains and glaciers, especially the Aletsch Glacier, the largest in Europe.
He was 15 years old when Al Gore’s ‘An Inconvenient Truth’ was released, which predicted the bleak future of his beloved glacier. He realized that ice was retreating rapidly, and that pace would only increase if we continued to live our lives the same way. Facing this with sorrow was not an option. So, he built a website where he could share facts about climate change.
Sometime later Frank started studying communications in Rotterdam, but climate and sustainability were themes that he could not ignore. He worked as a freelancer in design and branding and handled, among other things, the communication for the project Clean2Antarctica, an extreme expedition in a solar-powered vehicle partly made of waste plastic.
The project ended abruptly, an intense period for Frank – “it was like my relationship ended, that’s how connected I was to this project “. In search of new meaning, he read the book ‘Drawdown’ by Paul Hawken. A huge eye-opener that gave his sustainable mission even more direction.
“This book, unlike others, was much more about solutions than problems. It was striking that those solutions were often found in the food industry, being the biggest impact makers wasting less food and eating plant-rich food.”
Frank co-founded Fork Ranger with Mareike Brühl, through which they translated climate science into stories and recipes, using food as a starting point for system change. He also wrote the book ‘Fork Ranger – Our food as a way out of the climate crisis’ and develops a calendar that helps you choose seasonal food. He has been repeatedly asked to speak, including TEDx at Wageningen University, the starting point of his speaking career.
Book Frank Holleman for a hopeful session on solving climate problems through food.
Frank Holleman is a cookbook author, founder of “Fork Ranger” and sustainability missionary. Heartbreaking – this is how Frank describes his feelings, the moment he truly realized the consequences of climate change, for humanity, for the earth and for his own environment. Frank Holleman grew up in Switzerland with his parents, both preachers, just like his grandfather. He is fascinated by mountains and glaciers, especially the View more…
"You are never powerless; your individual choices make a difference"
"Less meat, more vegetables. Less flights, more adventure. Less stuff, more memories."
A new version of ‘the good life’
“My parents are preachers and although I never imagined it, I feel like I am following a bit in their footsteps, but in the environmental field. Actually, I am a sustainability preacher!”
Preaching has a negative undertone for many people, according to Frank, but he has experienced it very differently up close. For him, it’s about sharing a positive and hopeful message.
“I sometimes jokingly compare the way today’s communication with the medieval church; ‘if you don’t do this now you will go to climate hell’. If you ask me,” That’s not the way to get sustainable behavior change.”
Frank’s mission is not specifically about food, but more about our behavior in general. “We are exhausting the planet with more and more consumption, which doesn’t even make us happier”.
He shows us what a new version of ‘the good life’ can look like. Food is an important part of that; after all, we eat it every day. So, a massive behavioral change has a big impact. Frank says” making an impact through food is not just for vegetarians and vegans”.
“The idea still prevails that you are either convincingly carnivorous or vegan, otherwise you are a hypocrite. That is absolutely not true. There is room somewhere in between for everyone to make a better choice every day. In my book and lectures, I show people that the opportunity is there.”
In both his cookbook and lectures, he uses data to show which food choices have the most impact on our ecological footprint. And the great thing is, he makes even the biggest meat lover, sceptic or pessimist see that you don’t have to make a big sacrifice. Small steps really can make a big difference.
In his presentations, he playfully makes it clear how easy it is to start making an impact today. As in a video game, you start at level 1 and not immediately at 3.
“Level 1, for example: replace your piece of beef with jacket potatoes with chicken, that will already reduce the footprint of your diet by 21%! Or eat the caps of your bread with your soup, instead of throwing them away.”
Level 3 suggests that at that stage you are perfectly eating plant-based and sustainable food. But as far as Frank is concerned, that is not a starting point at all. Sharing the ‘new version of the good life’ with others is much more important, he says. You make a greater impact if you convince five more people to make more sustainable choices than if you optimize your own lifestyle.
“The real good life is in how you feel and the memories you make and in a safe, beautiful, healthy living environment,” he says. Eating more consciously and sustainably affects all that. Win-win; good for the planet and for ourselves.”
Book Frank for your event?
Would you like to book Frank Holleman as a speaker for your event? Ask about the possibilities and his availability.
1. Hopeful
‘Hope is naive,’ Frank read somewhere the other day. But for him, it is anything but that. For Frank, hope symbolizes an active attitude, rather than a passive one. It means doing the right thing and believing it will turn out the way you envision. You can choose to make a difference every day. This message of hope prevails during his lectures.
2. Playful
His playful, natural, and friendly approach gives a heavy-hearted topic like climate change a certain light-heartedness needed to encourage a wide audience to make large-scale behavioral changes. The game element makes the subject fun and accessible to all.
3. Surprising
Seasoned flexitarian or not yet convinced meat eater? No point. For beginners, his story offers a safe yet practical way to get started with sustainable eating. For those already immersed in sustainable food, the data and creative touch gives a refreshing perspective.
4. Active perspective
Seeing the system as it is one thing. But when you are overwhelmed by all the facts and problems, action fails to follow. After all, where do you start? After Frank’s presentation, everyone goes home with a concrete idea or action they can start immediately. You can have a clear view of the forest, but also of the trees!
5. Accessible
Frank puts his finger on the problem in his lectures, without judgement. Instead, his message is a call to also become part of the solution. A solution that is not ready-made, but an ongoing journey with no clear end point including Frank himself. He likes to take the audience on that journey.
1. Hopeful
‘Hope is naive,’ Frank read somewhere the other day. But for him, it is anything but that. For Frank, hope symbolizes an active attitude, rather than a passive one. It means doing the right thing and believing it will turn out the way you envision. You can choose to make a difference every day. This message of hope prevails during his lectures.
2. Playful
His playful, natural, and friendly approach gives a heavy-hearted topic like climate change a certain light-heartedness needed to encourage a wide audience to make large-scale behavioral changes. The game element makes the subject fun and accessible to all.
3. Surprising
Seasoned flexitarian or not yet convinced meat eater? No point. For beginners, his story offers a safe yet practical way to get started with sustainable eating. For those already immersed in sustainable food, the data and creative touch gives a refreshing perspective.
4. Active perspective
Seeing the system as it is one thing. But when you are overwhelmed by all the facts and problems, action fails to follow. After all, where do you start? After Frank’s presentation, everyone goes home with a concrete idea or action they can start immediately. You can have a clear view of the forest, but also of the trees!
5. Accessible
Frank puts his finger on the problem in his lectures, without judgement. Instead, his message is a call to also become part of the solution. A solution that is not ready-made, but an ongoing journey with no clear end point including Frank himself. He likes to take the audience on that journey.
Five questions for:
Frank Holleman
For Good: what does that mean to you?
“That we live in harmony with nature because we are nature, although we sometimes forget that; we have gradually become out of balance. But we can regain that balance if we take care of nature, and thus ourselves. This not only makes us happier and healthier, it also makes the world a more beautiful place. It has been scientifically proven that people who are hospitalized recover faster on average when they have a view of nature. And you probably also notice yourself that a walk in the woods calms you down and allows you to think clearly.
For me, For good is also sustainability, which to me means taking into account other people, the earth, the climate and generations to come.
Walk the Talk: what is your added value?
“I’ve already done a lot of focused research, yet I’m still discovering daily how to really live sustainably without getting lost in the details (are avocados sustainable?). How do you deal with all the dilemmas like flying or an organic cucumber wrapped in plastic? What really matters? Which of your actions make an impact? I share those lessons and insights with others and help them make the most sustainable choices more easily.”
Who is your greatest role model or inspiration?
“The Hobbits from the film ‘The Lord of the Rings’. To me, they are an example of what ‘the good life’ can look like and how even the smallest person can make a big difference.”
What is typical Frank; what makes you happy?
“From nature and adventure, the mountains, that’s where I am happiest. But meeting new people at a party also energizes me. It occurred to me the other day that my favorite feeling is wonder. Something nature, especially mountains, often evokes this in me. The last time I was amazed? When I was at the Natural History Museum in London, I found the huge whale skeleton very impressive.
Are you vegan yourself?
“No, not vegetarian either. I get that question a lot, but that is exactly my message. It is often insinuated that we have a choice between either eating meat every day or eating 100% plant based. We don’t. Indeed, that expectation quickly makes you feel like you are falling short, and you give up, or don’t start at all. Whereas a large group of people eating less meat has much more impact than a small group eating completely vegan. This is how I feel about it. I see eating meat as a luxury, something I really enjoy now and then.
For many people, an eye-opener and a very simple step is to adjust your portions. Cheese, for instance, is something that many people find difficult to leave out, which I understand very well. My tip is to buy a good, organic Parmesan cheese and grate it on the finest blade. Then you eat less of it, but enjoy it to the full extent”
For Good: what does that mean to you?
“That we live in harmony with nature because we are nature, although we sometimes forget that; we have gradually become out of balance. But we can regain that balance if we take care of nature, and thus ourselves. This not only makes us happier and healthier, it also makes the world a more beautiful place. It has been scientifically proven that people who are hospitalized recover faster on average when they have a view of nature. And you probably also notice yourself that a walk in the woods calms you down and allows you to think clearly.
For me, For good is also sustainability, which to me means taking into account other people, the earth, the climate and generations to come.
Walk the Talk: what is your added value?
“I’ve already done a lot of focused research, yet I’m still discovering daily how to really live sustainably without getting lost in the details (are avocados sustainable?). How do you deal with all the dilemmas like flying or an organic cucumber wrapped in plastic? What really matters? Which of your actions make an impact? I share those lessons and insights with others and help them make the most sustainable choices more easily.”
Who is your greatest role model or inspiration?
“The Hobbits from the film ‘The Lord of the Rings’. To me, they are an example of what ‘the good life’ can look like and how even the smallest person can make a big difference.”
What is typical Frank; what makes you happy?
“From nature and adventure, the mountains, that’s where I am happiest. But meeting new people at a party also energizes me. It occurred to me the other day that my favorite feeling is wonder. Something nature, especially mountains, often evokes this in me. The last time I was amazed? When I was at the Natural History Museum in London, I found the huge whale skeleton very impressive.
Are you vegan yourself?
“No, not vegetarian either. I get that question a lot, but that is exactly my message. It is often insinuated that we have a choice between either eating meat every day or eating 100% plant based. We don’t. Indeed, that expectation quickly makes you feel like you are falling short, and you give up, or don’t start at all. Whereas a large group of people eating less meat has much more impact than a small group eating completely vegan. This is how I feel about it. I see eating meat as a luxury, something I really enjoy now and then.
For many people, an eye-opener and a very simple step is to adjust your portions. Cheese, for instance, is something that many people find difficult to leave out, which I understand very well. My tip is to buy a good, organic Parmesan cheese and grate it on the finest blade. Then you eat less of it, but enjoy it to the full extent”
What is Frank talking about?
Would you like to book Frank as a (keynote) speaker for a conference, lecture or event? On the right you will find a selection of keynotes.
Custom program? Ask for the possibilities.
The first 3 levels of a sustainable diet
Imagine that the transition to a sustainable diet was like a video game. What would the first three levels be?
Our food as a way out of the climate crisis
How our food can be the stepping stone that accelerates the transition to a more sustainable world.
Discovery the journey to a new version of 'The Good Life'
How do you step out of the consumer society? What are the things where behavioral change is really needed and actions that help us to live happier too.
Climate communication: how it WOULD work
For 20 years, we have been screaming for action but little has been done. We know that doom scenarios and shocking facts don’t work to get people to act. So, what will work?
The first 3 levels of a sustainable diet
Imagine that the transition to a sustainable diet was like a video game. What would the first three levels be?
Our food as a way out of the climate crisis
How our food can be the stepping stone that accelerates the transition to a more sustainable world.
Discovery the journey to a new version of 'The Good Life'
How do you step out of the consumer society? What are the things where behavioral change is really needed and actions that help us to live happier too.
Climate communication: how it WOULD work
For 20 years, we have been screaming for action but little has been done. We know that doom scenarios and shocking facts don’t work to get people to act. So, what will work?
Frank at F&A Next
2024
Frank with his first book 'Fork Ranger'
TedX Wageningen
TedX Wageningen
A selection of companies that Frank Holleman already had impactful collaborations with….
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“Frank took us through his quest for a more sustainable life in 45 minutes. In a clear and playful way, he provided solutions, using well-researched and visual data. Our colleagues were fascinated until the end and walked away with new information as well as inspiration”.
Deloitte -
“I really liked it a lot! I am very satisfied. A non-vegetarian explaining it once, that impact is probably much more significant. It was very well received. I think it has definitely put something in motion. Everyone was attentive and while normally there are few questions, now there were many. That also made it an interesting afternoon.” – Eva van Hende, Head of Regulatory and Sustainability
Biotalys -
Frank Holleman gives an inspiring and impressive talk on healthy consuming at a meeting of stakeholders at F&A Next.
F&A Next -
Frank Holleman gives an inspiring and impressive talk at a meeting from Medical Center Leeuwarden.
MC Leeuwarden -
Frank Holleman gives an inspiring and impressive talk at a meeting from Just Eat Takeaway.
Just Eat Takeaway -
Bilfinger.Bilfinger
