Business model innovation is necessary to connect with the necessary system change to a new economy. The sustainable development goals provide focus and direction towards the new economy. For companies in agriculture and horticulture, SDG12 is of great importance: responsible consumption and production.

Designing, renewing and innovating the business model requires courageous and creative leadership. The new business model is more than just analyzing and solving problems and goes beyond making decisions based on well-considered choices. It's about creating something new, finding new solutions and testing.

Design thinking is a method that is in line with the design and innovation of issues for which there is no solution yet, such as the social issues in the transition era.

In this publication, the method has been applied to issues that entrepreneurs in the agricultural and horticultural chain are looking for a solution to. The iterative process of design thinking yields surprising solutions. The creative method makes an important contribution to the realization of SDG12.

Keywords: Business model innovation, design thinking, SDG12, sustainable and circular entrepreneurship, transition, sustainable food system.