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Josiene was my business coach in 2021. When she asked me if she could interview me about my passion, I didn’t have to think twice about it.

In the interview we talk about why I became an entrepreneur and where my passion for plant-based food comes from.

At the end of January, I gave a webinar to an agri-food innovation cluster initiated by Berrytech and the Dutch government. Every category in food retail is different, but for every innovation there are the following ways to increase your chances.

The past year I have expanded my network enormously and that is how I came in contact with Ellen from Natuurell. When she asked me if I wanted to be in her ‘Plant-based Talk’, I immediately said yes. View the video, in which I tell more about why I started doing what I do and what I want to achieve.

How do you make an impact with your presentation? The most important thing I always give you first is to think about who you are talking to. Which company this person works for, what their goals are, what challenges there are and how you mainly: bring value.

In recent months, I have seen regular reports from retailers about plastic reduction initiatives. Or reports about products being sold that are grown in the Netherlands all year round, which raise questions from consumers about whether they will ‘tackle the plastic problem’.

On the 23rd of March a retail conference took place which I co-organized for retailers with the subject ‘maximizing the potential of plant-based within retail’.

Here I gave a presentation on the topic assortment.

According to Albert Heijn, the category of meat substitutes has doubled in turnover in the past 4 years. This is partly driven by consumer demand and partly by the increase in supply.