Ladies and gentlemen, we have lift-off! IN2NI, the network of Natural Ingredients Experts, presented itself for the first time at Health Ingredients Europe, held in December 2014 in Amsterdam. A diverse group of stakeholders interested in building sustainable value chains for natural ingredients was present for this event. The audience included research institutes, public funders and private financiers, trade promotion agencies and private consultants. We discussed IN2NI’s business model, future development options for the network as well as support needs of specific target groups and value chains. The event further underlined the need for integrated services by companies and their support organisations: natural ingredients supply chains are too complicated to be supported with on-off activities.