[et_pb_section fb_built=”1″ admin_label=”Post Body” _builder_version=”4.16″ min_height=”632.2px” custom_padding=”0px||0px|||” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ min_height=”453.6px” custom_padding=”||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet”]<\/p>\n
What do Heilige Boontjes, Oma’s Soep and Mama’s maaltijden have in common? In all three cases, the social mission originates directly from the founders.<\/p>\n
[\/et_pb_text][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/12\/Logos-scaled.jpg” title_text=”Innovation starts with real people” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet” sticky_enabled=”0″]<\/p>\n
Heilige Boontjes<\/strong><\/a>: coffee as a compass for a second chance<\/strong>. Heilige Boontjes (in English Holy coffee beans), founded by ex-offender <\/span>Rodney van den Hengel<\/strong><\/a> <\/span>and police officer Marco, empowers young Rotterdam locals with a rough edge by involving them in coffee production, hospitality and logistics. Rodney knows from personal experience what reintegration after detention is like, and how it might be done more effectively. The combination with his co-founder, police officer Marco, enables a more promising approach to reintegration. The product, coffee, is strong in quality, but the social component is what sets it apart. <\/span>Their innovation lies in coffee; their impact lies in creating opportunities for young people who were once written off.<\/strong><\/p>\n Oma’s Soep<\/strong><\/a>: connection as an ingredient.<\/strong> <\/span>Oma\u2019s Soep (Grandma’s soup), founded by <\/span>Max Kranendijk<\/strong><\/a> <\/span>and later joined by <\/span>Martijn Canters<\/strong><\/a>, brings young people and elderly people together through weekly cooking days. Noticing the loneliness his grandmother experienced, he went to a care home in Amsterdam with a crate of vegetables and cooked soup with the residents. The initial idea was to sell soup made by grannies and volunteers in a small shop, using the profits to fund activities for elderly people. When this proved unfeasible, the idea evolved into producing Oma\u2019s Soep in a commercial kitchen, not with grandmothers, but still based on their recipes. These recipes emerge during weekly cooking days where students (volunteers) cook with older participants. Their soups, ready meals and bakery items are sold in retail. <\/span>Their innovation lies in recipe development, their impact in reducing loneliness through food.<\/strong><\/p>\n Mama’s<\/strong> <\/span><\/a>Maaltijden<\/a>: culture, comfort and chances.<\/strong> <\/span>Mama\u2019s Maaltijden (Mama’s Meals) founded in 2021 by <\/span>Serdar Tolenaar<\/strong><\/a>, <\/span>Henk Brussaard<\/strong><\/a> <\/span>en <\/span>Rick Hageman<\/strong><\/a> <\/span>brings global comfort food to Dutch retail while supporting young people without parents and children in foster care, driven by the belief that every child deserves love, care and a safe place to grow up. Founder Serdar sadly experienced the absence of a mother in his own childhood. He transformed this loss into the mission \u201cEveryone deserves a mama\u201d, through which they support young people in foster care. <\/span>Their innovation lies in ultra-fresh retail meals; their impact in strengthening social support for foster children and their families.<\/strong><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/12\/Personal-images-scaled.jpg” title_text=”Innovation starts with real people” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet” sticky_enabled=”0″]<\/p>\n These companies share a distinctive structure. A <\/span>Ltd<\/strong> <\/span>(BV) where all commercial activities take place like selling coffee, soup or meals <\/span>PLUS <\/span><\/strong>a <\/span>Foundation<\/strong> <\/span>that receives part of the profits and finances the social mission. The Foundation also allows donations and community support.<\/p>\n Heilige Boontjes: <\/span><\/strong>Founder Rodney grew tired of the constant fundraising and the cycle of temporary, subsidy-driven projects. A change of alderman or the end of a (re-integration) project meant starting over again. This was one of the reasons he designed a more sustainable structure, earning their own income to keep <\/span>reintegration<\/strong> <\/span>going. Coffee became the means through which he generates social return.<\/p>\n Oma\u2019s Soep <\/span><\/strong>produces and sells fresh soups, ready meals and other products made with authentic \u201coma-style\u201d recipes, while the Oma\u2019s Soep <\/span>Against Loneliness <\/span><\/strong>Foundation organises activities for elderly people and supports local Oma\u2019s Soep Foundations nationwide. The foundation model resembles that of student associations, matching the background of founders Max and Martijn. The Ltd and the Foundation are tightly connected: profits from the Ltd support the Foundation. Legally, at least 50% of annual profit must be donated to the Foundation.<\/p>\n Mama\u2019s Maaltijden<\/strong> <\/span>is scaling rapidly. Since 2021, the founders have experienced a rollercoaster of adventures, from a fiery pitch on Dragon\u2019s Den to unique collaborations, legal hurdles and switching production partners. Their entrepreneurial lessons from January 2023 to today are honest, raw and insightful and can be heard in <\/span>their podcast (Spotify)<\/a>. Within the company, foster care holds a special place. One of the founders grew up in foster families and knows firsthand how crucial a warm, safe home can be. Mama Janet, herself both a former foster child and a foster parent, develops the recipes and embodies the heart of the company. Mama\u2019s Maaltijden combines commercial growth with a deep social purpose: supporting families who need extra care, and proving that <\/span>everyone deserves a mama<\/strong>.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/12\/Mamas-maaltijden-scaled.jpg” alt=”Impact Awards Healthy Food Innovation” title_text=”Mama’s maaltijden” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet” sticky_enabled=”0″]<\/p>\n Built on <\/span>shared values<\/strong>, a <\/span>social mission<\/strong> <\/span>and a tight-knit <\/span>chosen family<\/strong>, organisations like Oma\u2019s Soep, Mama\u2019s Maaltijden and Heilige Boontjes demonstrate that modern family businesses do not necessarily rely on bloodlines, but on community. Here, <\/span>marketing is not a department<\/strong>, it\u2019s how everyone works every day, with real stories, real relationships and real impact. They combine entrepreneurship with social value, maintain long-standing relationships with volunteers, seniors and young people, and create a new form of \u201cfamily\u201d: one shaped by doing, caring and changing things together. A new generation of businesses is emerging, one that generates not only profit, but also meaning.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/12\/Products-scaled.jpg” alt=”Impact Awards Healthy Food Innovation” title_text=”Products Heilige Boontjes, Mama’s Maaltijden & Oma’s Soep” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_divider color=”#fcd21d” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet” sticky_enabled=”0″]<\/p>\n 1. Start with the societal pain point, not the product<\/strong> 2. Keep the product familiar and accessible<\/strong> 3. People are the heart of innovation 4. Impact is a business model, not an add-on 5. Authentic stories create powerful brands [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet”]<\/p>\n \u2728 Magic or Innovation? [\/et_pb_text][et_pb_divider color=”#fcd21d” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” header_font=”Montserrat|700|||||||” header_2_font=”Bellefair||||||||” header_2_text_align=”left” header_2_text_color=”#000000″ header_2_font_size=”48px” header_2_line_height=”1.2em” text_orientation=”justified” custom_padding=”2px||0px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”42px” header_2_font_size_phone=”34px” header_2_font_size_last_edited=”on|tablet” text_text_align=”justify” locked=”off” global_colors_info=”{}” header_2_2_font_size_tablet=”42px” header_3_2_font_size_tablet=”42px” header_4_2_font_size_tablet=”42px” header_5_2_font_size_tablet=”42px” header_6_2_font_size_tablet=”42px” header_2_2_font_size_phone=”34px” header_3_2_font_size_phone=”34px” header_4_2_font_size_phone=”34px” header_5_2_font_size_phone=”34px” header_6_2_font_size_phone=”34px” header_2_2_font_size_last_edited=”on|tablet” header_3_2_font_size_last_edited=”on|tablet” header_4_2_font_size_last_edited=”on|tablet” header_5_2_font_size_last_edited=”on|tablet” header_6_2_font_size_last_edited=”on|tablet” header_2_3_font_size_tablet=”34px” header_3_3_font_size_tablet=”34px” header_4_3_font_size_tablet=”34px” header_5_3_font_size_tablet=”34px” header_6_3_font_size_tablet=”34px” header_2_3_font_size_phone=”28px” header_3_3_font_size_phone=”28px” header_4_3_font_size_phone=”28px” header_5_3_font_size_phone=”28px” header_6_3_font_size_phone=”28px” header_2_3_font_size_last_edited=”on|phone” header_3_3_font_size_last_edited=”on|phone” header_4_3_font_size_last_edited=”on|phone” header_5_3_font_size_last_edited=”on|phone” header_6_3_font_size_last_edited=”on|phone” header_2_4_font_size_tablet=”22px” header_3_4_font_size_tablet=”22px” header_4_4_font_size_tablet=”22px” header_5_4_font_size_tablet=”22px” header_6_4_font_size_tablet=”22px” header_2_4_font_size_phone=”18px” header_3_4_font_size_phone=”18px” header_4_4_font_size_phone=”18px” header_5_4_font_size_phone=”18px” header_6_4_font_size_phone=”18px” header_2_4_font_size_last_edited=”on|phone” header_3_4_font_size_last_edited=”on|phone” header_4_4_font_size_last_edited=”on|phone” header_5_4_font_size_last_edited=”on|phone” header_6_4_font_size_last_edited=”on|phone” header_2_5_font_size_phone=”16px” header_3_5_font_size_phone=”16px” header_4_5_font_size_phone=”16px” header_5_5_font_size_phone=”16px” header_6_5_font_size_phone=”16px” header_2_5_font_size_last_edited=”on|tablet” header_3_5_font_size_last_edited=”on|tablet” header_4_5_font_size_last_edited=”on|tablet” header_5_5_font_size_last_edited=”on|tablet” header_6_5_font_size_last_edited=”on|tablet” sticky_enabled=”0″]<\/p>\n In a market where consumers choose more consciously, retailers demand social value, and employees seek meaningful work, these three initiatives provide a blueprint for the next generation of food businesses. They show that innovation isn\u2019t only about technology, <\/span>it\u2019s about humanity, courage and societal relevance.<\/strong><\/p>\n [\/et_pb_text][et_pb_divider color=”#fcd21d” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/11\/WhatsApp-Image-2025-11-07-at-13.27.16.jpg” alt=”Mastering Food Innovation in the Media” title_text=”Mastering Food Innovation in the Media” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Montserrat||||||||” text_font_size=”16px” header_2_font=”Montserrat|700|||||||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n \ud83d\udca1Curious how purpose-driven food brands grow without losing their soul? In<\/span> <\/span>Mastering Food Innovation<\/a>, I share the frameworks and insights I have used to help leading social food ventures scale with impact.<\/span> <\/span>Order your copy here<\/a>. <\/span><\/p>\n If you want strategic guidance on building meaningful, commercially strong food concepts, I,<\/span> <\/span>Mary van Hoek-Hendriks<\/a>, would be happy to support you.<\/span> <\/span>mary@startafoodstory.com<\/a><\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/startafoodstory.com\/shop\/” url_new_window=”on” button_text=”Order here” button_alignment=”center” _builder_version=”4.27.4″ custom_button=”on” button_text_color=”#c82d66″ button_border_width=”4px” button_border_color=”#c82d66″ button_border_radius=”100px” button_letter_spacing=”2px” button_font=”Montserrat|on||on|” button_icon=”E||divi||400″ animation_style=”fade” hover_enabled=”0″ button_text_color_hover=”#ffffff” button_border_color_hover=”#ffffff” button_letter_spacing_hover=”2px” button_bg_color_hover=”rgba(0,0,0,0)” locked=”off” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”on|hover” button_text_color__hover=”#747d88″ button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”on” button_border_color__hover=”#747d88″ button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”2px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”on” button_bg_color__hover=”rgba(0,0,0,0)” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off” button_icon_color__hover_enabled=”on|hover” button_icon_color__hover=”#c82d66″ sticky_enabled=”0″][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" What do Heilige Boontjes, Oma’s Soep and Mama’s maaltijden have in common? In all three cases, the social mission originates directly from the founders. Meet the Founders Heilige Boontjes: coffee as a compass for a second chance. Heilige Boontjes (in English Holy coffee beans), founded by ex-offender Rodney van den Hengel and police officer Marco, […]<\/p>\n","protected":false},"author":1,"featured_media":2153,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,1,12],"tags":[24,15,78,81,97,31],"class_list":["post-2151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-free","category-newsletter","tag-designfools","tag-food-innovation","tag-food-retail","tag-impact","tag-innovation-leadership","tag-mfi"],"yoast_head":"\nBusiness Structure: Ltd for Profit + Foundation for Impact<\/h1>\n
\n
Family Businesses of the Future?<\/h1>\n
5 Innovation Lessons<\/h1>\n
<\/span>Each concept stems from a social challenge: inequality, loneliness, and economic independence. The product is inseparable from the mission. Innovation strengthens when the problem is clearly understood.<\/p>\n
<\/span>Coffee, soup and comfort food are not revolutionary. But by connecting the familiar with new meaning, impact emerges. Consumers adopt what they already recognise when it adds genuine value.<\/p>\n
<\/strong>Whether young people, volunteers or elderly participants, not brands, are central. Innovation thrives when communities participate, decide and benefit.<\/p>\n
<\/strong>These initiatives prove that social impact and commercial viability can reinforce each other. A good story sells if it\u2019s rooted in real impact.<\/p>\n
<\/strong>The stories of founders, employees, grandmothers, volunteers and mamas define success. Stories are a form of product innovation: they add meaning that cannot be copied.<\/p>\n
Organising and realising these kinds of initiatives requires a touch of magic. And that\u2019s exactly why the transformation towards a more sustainable food system lies in the hands of the food innovator, in this case, disguised as a sustainability manager. She possesses the innovation mindset and skill set to make it happen.<\/p>\nFuture of Food Innovation?<\/h1>\n