In the Netherlands, many people work passionately with biomass as a raw material. They work on innovations, improve (production) processes or create policy for a fossil-free future. In this mini-series we highlight what drives them to work on the transition to a sustainable world.
When Ingrid Goumans starts talking about her work at Avantium, where she's Director of Public Affairs, something shifts in her demeanor. Her eyes light up, her voice quickens, and it's immediately clear: this is someone who believes in what she does. Not because she has to, but because it feels like a meaningful choice. "The idea that your work contributes to a cleaner world—that's what makes the difference for me," she says.
Motivated from within
Ingrid has worked for years at Avantium, a company that develops new materials from plant waste and sugars that can replace fossil fuels. Her motivation stems not from a fascination with technology, but from something personal. "I've always felt I wanted to do something meaningful. Something that goes beyond numbers or returns. For me, sustainability isn't a buzzword, but a responsibility." She speaks calmly, with conviction. She doesn't seek attention, but she realizes that her story matters. "Behind every sustainable product are people. People who choose to do things differently. People who believe it's possible."
Plant-based bottles that really make a difference
Ingrid is collaborating on the development of PEF, a new type of plastic made from plant-based sugars. It is fully recyclable and could eventually replace the popular PET. "What I find so appealing about PEF is that it proves you don't have to compromise. It preserves flavor better and is sustainable at the same time."
Together with her colleagues, she seeks collaborations with major soft drink brands. Not to tell a fancy story, but to actually put it into practice.
"It shouldn't stay in the lab. It needs to be marketed. Because only then will you make an impact."
From raw material to future vision
What appeals to Ingrid about working with biomass is the creativity it demands. "You start with something natural, something that might otherwise be thrown away. And then you ask yourself: what else can we make with this?" For her, biomass isn't about numbers or formulas, but about imagination.
"It challenges you to think in possibilities, not limitations." Change, she believes, begins with letting go of old assumptions. "We've become accustomed to how things have always been. But if we truly want to change something, we have to dare to think outside the box."
Moving forward together
At Avantium, Ingrid feels part of a team that shares the same values. This creates a sense of community. "We're all different, but everyone genuinely wants to contribute. You can feel that." She draws energy from conversations with colleagues, but also from speaking at meetings or schools. "When people suddenly think during a presentation like this: hey, this can really be done differently, then I remember why I do this work." She believes the biggest challenge isn't the technology, but the desire to change. "The solutions already exist. The question is: do we really dare to embrace them?" Yet she remains hopeful. "I see it all around me. Companies are really willing to take action. And consumers are asking more and more questions. That inspires confidence."
A personal compass
When asked what her work has personally brought her, Ingrid pauses for a moment. "It's made me more aware of my own choices. What do I buy, what do I eat, what do I support? You can only change something if you truly feel it inside." She believes that engagement starts with stories. Real stories from real people. "Once you see that ordinary people are behind these innovations, it suddenly becomes tangible. Then you feel: this is happening now."
Every step counts
Ingrid's story is one of conviction and realism. She knows that the path to a sustainable economy isn't easy. But she believes in the power of people who want to make a difference. "You don't have to save the world alone. But you can do something every day that contributes. And that's what we're doing here, step by step."
With people like Ingrid, sustainability takes on a human form. Not as an abstract goal, but as a daily choice.
