{"id":616,"date":"2025-03-28T07:00:50","date_gmt":"2025-03-28T07:00:50","guid":{"rendered":"https:\/\/startafoodstory.com\/?p=616"},"modified":"2026-04-08T10:04:49","modified_gmt":"2026-04-08T10:04:49","slug":"conceptroast","status":"publish","type":"post","link":"https:\/\/startafoodstory.com\/nl\/conceptroast\/","title":{"rendered":"Firing Up Food Innovation: The Concept Roast That Sparks Change"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ admin_label=”Post Body” _builder_version=”4.16″ min_height=”451.8px” custom_padding=”||0px|||” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ min_height=”418.3px” custom_margin=”|auto|-1px|auto||” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” text_orientation=”justified” custom_margin=”||-7px|||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” text_text_align=”justify” 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” text_text_color=”#000000″ sticky_enabled=”0″]

Today, I had the honour of reviewing all your innovations \u2013 a true privilege! In preparation, I thoroughly enjoyed myself. This final roast is my unfiltered, uncensored, no-holds-barred, raw opinion. If you need resuscitation after this roast, require life-saving IV therapy or simply feel the urge to cry your heart out\u2026 No worries! That\u2019s exactly what my company, Start a Food Story, offers mentorship programmes for.<\/em><\/p>\n

No worries, I\u2019ll pick you up. \ud83d\ude80\ud83d\udd25<\/em><\/p>\n

With these words, I introduced the <\/span>Concept Roast<\/strong> <\/span>to a group of Food Innovators. You know the comedy TV format: in the world of comedians, a roast is a humorous, often brutal and unfiltered tribute to a person, where jokes are made at the expense of the \u2018guest of honour.\u2019 The person in question is mocked in a funny, sometimes ruthless way, but always with a wink and out of respect. Their traits and quirks are exaggerated for comedic effect.<\/p>\n

A Concept Roast for food innovations works the same way: the concept is assessed in a sharp, honest and confronting manner, but always with the goal of making the idea, product, brand and the inventor or entrepreneur better and more successful!<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Post Body” _builder_version=”4.16″ custom_padding=”||0px|||” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6-Concept-roast-image.jpg” title_text=”Nieuwsbrief 6 Concept roast image” force_fullwidth=”on” _builder_version=”4.27.4″ min_height=”269.1px” custom_padding=”||0px|||” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][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_cta title=”Food Innovation Concept Roast, what is it?” _builder_version=”4.27.4″ _module_preset=”default” header_font=”Montserrat||||||||” body_font=”Kalam||||||||” body_font_size=”16px” background_color=”#502048″ min_height=”186.2px” hover_enabled=”0″ body_font_size_tablet=”16px” body_font_size_phone=”14px” body_font_size_last_edited=”on|phone” border_radii=”on|20px|20px|20px|20px” border_color_all=”#000000″ global_colors_info=”{}” sticky_enabled=”0″]

The Food Innovation Concept Roast is a feedback method in which a food innovation is put through the wringer. Every element is scrutinised, the target audience is examined in detail and all the benefits are listed\u2014until, suddenly\u2026 the weak spot is exposed.<\/span><\/p>[\/et_pb_cta][et_pb_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_font_size=”16px” text_line_height=”1.6em” 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” 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” header_font=”Montserrat||||||||” header_text_color=”#000000″ text_text_color=”#000000″ sticky_enabled=”0″]

And that weak spot? It could be anything.<\/p>\n

Where Do Food Innovations and Market Launches Go Wrong?<\/strong><\/h3>\n

Getting the right product at the right price in the right place with the right message for the right audience. <\/span><\/strong>That\u2019s all. Simple, right? But where does it go wrong? Here are a few examples I\u2019ve recently come across:<\/p>\n

\u274c Wrong distribution channels, meaning the product is not available at the right time, for the right price, to the right audience.<\/p>\n

\u274c Completely missing consumer needs, leading to a beautifully crafted product with fantastic communication\u2026 that simply doesn\u2019t land with the (wrong) target audience.<\/p>\n

\u274c Failing to make clear choices, resulting in a service that is valuable on its own but too vague for anyone to understand its worth. A patchwork of ideas: \u2018We do everything for everyone\u2019 which ultimately means you do nothing for no one.<\/p>\n

Great, So My Concept Has Been Roasted\u2026 Now What?<\/strong><\/h3>\n

The Food Innovation Concept Roast magnifies the weak spot to the point that you can\u2019t ignore it anymore. At first, you go into defensive mode: <\/span>Why are you tearing down my idea, innovation, or business? <\/span><\/em>Then, you might start laughing at yourself. <\/span>How could I have missed this? <\/span><\/em>But no, you\u2019re not stupid. You were too involved, too occupied, and simply couldn\u2019t zoom out. And then, you take action. In three gear shifts.<\/p>\n

Gear Shift 1: Prioritise today!\u00a0<\/span><\/strong>What needs fixing first? Your website, branding, messaging? Put some activities on hold and accelerate the right actions.
Gear Shift 2: Identify missing information
<\/strong>What do you still need to know? Research, investigate, and gather insights.
<\/span>Gear Shift 3: Redesign & Reposition<\/strong><\/p>\n

Now that you know what\u2019s missing and have gained valuable insights, it\u2019s time to reshape your concept and strategically reposition it.<\/p>\n

\ud83d\udd04 Refine & Adjust:<\/strong> Adapt your product, story, or strategy based on feedback. This could mean refining your value proposition, better defining your target audience, or reconsidering your pricing model.<\/p>\n

\ud83c\udfaf Test & Validate:<\/strong> Talk to potential customers, run small tests and make sure your adjusted innovation actually resonates. Ideally, do this in context. Supermarket product? Test it on the shelf next to competitors. Hospitality product? Test it in real use, at a pub or festival.<\/p>\n

\ud83d\ude80 Accelerate & Launch:<\/strong> Time to move forward! Put your refined innovation on the market, improve your communication, and make a powerful start.<\/p>\n

<\/p>\n

From Roasted to Ready for Success!<\/strong><\/h3>\n

This is the moment to truly make your food innovation succeed.
\ud83d\udd25 Would you like to explore how I can help accelerate your food innovation? Or do you want your brand, product or innovation roasted? Let\u2019s talk! <\/span>mary@startafoodstory.com<\/a><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Post Body” _builder_version=”4.16″ min_height=”635px” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” module_alignment=”center” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.2-Concept-roast-image.jpg” title_text=”Nieuwsbrief 6.2 Concept roast image” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” align=”center” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Today, I had the honour of reviewing all your innovations \u2013 a true privilege! In preparation, I thoroughly enjoyed myself. This final roast is my unfiltered, uncensored, no-holds-barred, raw opinion. If you need resuscitation after this roast, require life-saving IV therapy or simply feel the urge to cry your heart out\u2026 No worries! That\u2019s exactly […]<\/p>\n","protected":false},"author":1,"featured_media":619,"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":[18,14,15,55,99],"class_list":["post-616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-free","category-newsletter","tag-conceptroast","tag-foodincubator","tag-food-innovation","tag-food-innovation-journey","tag-innovation-programs"],"yoast_head":"\nFiring Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/startafoodstory.com\/nl\/conceptroast\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Firing Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story\" \/>\n<meta property=\"og:description\" content=\"Today, I had the honour of reviewing all your innovations \u2013 a true privilege! In preparation, I thoroughly enjoyed myself. This final roast is my unfiltered, uncensored, no-holds-barred, raw opinion. If you need resuscitation after this roast, require life-saving IV therapy or simply feel the urge to cry your heart out\u2026 No worries! That\u2019s exactly […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/startafoodstory.com\/nl\/conceptroast\/\" \/>\n<meta property=\"og:site_name\" content=\"Start a Food Story\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.instagram.com\/startafoodstory\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-28T07:00:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-08T10:04:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1792\" \/>\n\t<meta property=\"og:image:height\" content=\"882\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mary van Hoek-Hendriks\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mary van Hoek-Hendriks\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/\"},\"author\":{\"name\":\"Mary van Hoek-Hendriks\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#\\\/schema\\\/person\\\/7308c09889b7469c1aa3ec1c3797a283\"},\"headline\":\"Firing Up Food Innovation: The Concept Roast That Sparks Change\",\"datePublished\":\"2025-03-28T07:00:50+00:00\",\"dateModified\":\"2026-04-08T10:04:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/\"},\"wordCount\":1832,\"publisher\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/Nieuwsbrief-6.1-Concept-roast-image.jpg\",\"keywords\":[\"Concept Roast\",\"Food Incubator\",\"Food Innovation\",\"Food Innovation Journey\",\"Innovation Programs\"],\"articleSection\":[\"Article\",\"Free Stuff\",\"Newsletter\"],\"inLanguage\":\"nl-NL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/\",\"url\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/\",\"name\":\"Firing Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/Nieuwsbrief-6.1-Concept-roast-image.jpg\",\"datePublished\":\"2025-03-28T07:00:50+00:00\",\"dateModified\":\"2026-04-08T10:04:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#breadcrumb\"},\"inLanguage\":\"nl-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#primaryimage\",\"url\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/Nieuwsbrief-6.1-Concept-roast-image.jpg\",\"contentUrl\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/Nieuwsbrief-6.1-Concept-roast-image.jpg\",\"width\":1792,\"height\":882},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/conceptroast\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/startafoodstory.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Firing Up Food Innovation: The Concept Roast That Sparks Change\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#website\",\"url\":\"https:\\\/\\\/startafoodstory.com\\\/\",\"name\":\"Start A Food Story\",\"description\":\"Food Innovation with Impact\",\"publisher\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/startafoodstory.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"nl-NL\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#organization\",\"name\":\"Start A Food Story\",\"url\":\"https:\\\/\\\/startafoodstory.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/Lampje_Bestek_geel-scaled.png\",\"contentUrl\":\"https:\\\/\\\/startafoodstory.com\\\/wp-content\\\/uploads\\\/2025\\\/03\\\/Lampje_Bestek_geel-scaled.png\",\"width\":1893,\"height\":2560,\"caption\":\"Start A Food Story\"},\"image\":{\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.instagram.com\\\/startafoodstory\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/startafoodstory\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/startafoodstory.com\\\/#\\\/schema\\\/person\\\/7308c09889b7469c1aa3ec1c3797a283\",\"name\":\"Mary van Hoek-Hendriks\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"nl-NL\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g\",\"caption\":\"Mary van Hoek-Hendriks\"},\"sameAs\":[\"https:\\\/\\\/startafoodstory.com\",\"https:\\\/\\\/www.instagram.com\\\/startafoodstory\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/startafoodstory\\\/\"],\"url\":\"https:\\\/\\\/startafoodstory.com\\\/nl\\\/author\\\/mary_hendriks_areav8o2\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Firing Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/startafoodstory.com\/nl\/conceptroast\/","og_locale":"nl_NL","og_type":"article","og_title":"Firing Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story","og_description":"Today, I had the honour of reviewing all your innovations \u2013 a true privilege! In preparation, I thoroughly enjoyed myself. This final roast is my unfiltered, uncensored, no-holds-barred, raw opinion. If you need resuscitation after this roast, require life-saving IV therapy or simply feel the urge to cry your heart out\u2026 No worries! That\u2019s exactly […]","og_url":"https:\/\/startafoodstory.com\/nl\/conceptroast\/","og_site_name":"Start a Food Story","article_author":"https:\/\/www.instagram.com\/startafoodstory\/","article_published_time":"2025-03-28T07:00:50+00:00","article_modified_time":"2026-04-08T10:04:49+00:00","og_image":[{"width":1792,"height":882,"url":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","type":"image\/jpeg"}],"author":"Mary van Hoek-Hendriks","twitter_card":"summary_large_image","twitter_misc":{"Geschreven door":"Mary van Hoek-Hendriks","Geschatte leestijd":"4 minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/startafoodstory.com\/conceptroast\/#article","isPartOf":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/"},"author":{"name":"Mary van Hoek-Hendriks","@id":"https:\/\/startafoodstory.com\/#\/schema\/person\/7308c09889b7469c1aa3ec1c3797a283"},"headline":"Firing Up Food Innovation: The Concept Roast That Sparks Change","datePublished":"2025-03-28T07:00:50+00:00","dateModified":"2026-04-08T10:04:49+00:00","mainEntityOfPage":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/"},"wordCount":1832,"publisher":{"@id":"https:\/\/startafoodstory.com\/#organization"},"image":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/#primaryimage"},"thumbnailUrl":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","keywords":["Concept Roast","Food Incubator","Food Innovation","Food Innovation Journey","Innovation Programs"],"articleSection":["Article","Free Stuff","Newsletter"],"inLanguage":"nl-NL"},{"@type":"WebPage","@id":"https:\/\/startafoodstory.com\/conceptroast\/","url":"https:\/\/startafoodstory.com\/conceptroast\/","name":"Firing Up Food Innovation: The Concept Roast That Sparks Change - Start a Food Story","isPartOf":{"@id":"https:\/\/startafoodstory.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/#primaryimage"},"image":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/#primaryimage"},"thumbnailUrl":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","datePublished":"2025-03-28T07:00:50+00:00","dateModified":"2026-04-08T10:04:49+00:00","breadcrumb":{"@id":"https:\/\/startafoodstory.com\/conceptroast\/#breadcrumb"},"inLanguage":"nl-NL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/startafoodstory.com\/conceptroast\/"]}]},{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/startafoodstory.com\/conceptroast\/#primaryimage","url":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","contentUrl":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","width":1792,"height":882},{"@type":"BreadcrumbList","@id":"https:\/\/startafoodstory.com\/conceptroast\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/startafoodstory.com\/"},{"@type":"ListItem","position":2,"name":"Firing Up Food Innovation: The Concept Roast That Sparks Change"}]},{"@type":"WebSite","@id":"https:\/\/startafoodstory.com\/#website","url":"https:\/\/startafoodstory.com\/","name":"Start A Food Story","description":"Food Innovation with Impact","publisher":{"@id":"https:\/\/startafoodstory.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/startafoodstory.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"nl-NL"},{"@type":"Organization","@id":"https:\/\/startafoodstory.com\/#organization","name":"Start A Food Story","url":"https:\/\/startafoodstory.com\/","logo":{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/startafoodstory.com\/#\/schema\/logo\/image\/","url":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/03\/Lampje_Bestek_geel-scaled.png","contentUrl":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/03\/Lampje_Bestek_geel-scaled.png","width":1893,"height":2560,"caption":"Start A Food Story"},"image":{"@id":"https:\/\/startafoodstory.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.instagram.com\/startafoodstory\/","https:\/\/www.linkedin.com\/company\/startafoodstory"]},{"@type":"Person","@id":"https:\/\/startafoodstory.com\/#\/schema\/person\/7308c09889b7469c1aa3ec1c3797a283","name":"Mary van Hoek-Hendriks","image":{"@type":"ImageObject","inLanguage":"nl-NL","@id":"https:\/\/secure.gravatar.com\/avatar\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6110b299773b8fae7bec415c8bd767cfb0d8fa1e9563d87a6f1956dd450aada2?s=96&d=mm&r=g","caption":"Mary van Hoek-Hendriks"},"sameAs":["https:\/\/startafoodstory.com","https:\/\/www.instagram.com\/startafoodstory\/","https:\/\/www.linkedin.com\/company\/startafoodstory\/"],"url":"https:\/\/startafoodstory.com\/nl\/author\/mary_hendriks_areav8o2\/"}]}},"jetpack_featured_media_url":"https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/04\/Nieuwsbrief-6.1-Concept-roast-image.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/posts\/616","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/comments?post=616"}],"version-history":[{"count":9,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/posts\/616\/revisions"}],"predecessor-version":[{"id":1820,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/posts\/616\/revisions\/1820"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/media\/619"}],"wp:attachment":[{"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/media?parent=616"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/categories?post=616"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/startafoodstory.com\/nl\/wp-json\/wp\/v2\/tags?post=616"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}