Eindhoven, 10 June 2025<\/p>\n
With the publication of Mastering Food Innovation | Impact by Design<\/em>, innovation strategist and food impactor Mary van Hoek-Hendriks introduces a powerful new standard for anyone working on the future of food. The book offers both a strategic and practical guide for entrepreneurs, food professionals and innovation teams from startups to multinationals \u00a0to innovate faster, smarter, and with greater impact.<\/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=”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_text_color=”#000000″ 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” custom_padding=”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”] Innovation means believing in what no one else can yet see<\/span>\u00a0<\/span><\/strong><\/p>\n “I am not crazy, I am just being first,”<\/em> says Mary. \u201cThis sentence perfectly captures why I wrote Mastering Food Innovation. In the early years of my career, I often felt alone. Not lonely in company, but lost inside. No one was there to say: \u2018You\u2019re on the right track, keep going.\u2019 No cheerleader. No mentor. No compass. Just a gnawing feeling that I could see something others could not yet, or did not want to, see. Opportunities that had no name. Visions that came too soon. Ideas that clashed with the status quo. There were moments when I seriously thought I was losing my mind. Why was I pursuing things no one seemed to want? Why was I talking about the food of the future when the market was still struggling with the present? Why did I hold on to a feeling I could barely explain? What I didn\u2019t know then, but have learned after more than twenty years of pioneering, trial and error, is that real innovation is a battle. Against inertia. Against doubt. Against colleagues. Against systems that prefer the comfort of the familiar. Against your own uncertainty. And most of all, against the temptation to give up. Innovation doesn\u2019t require answers, it requires courage. Trust in yourself, your vision, your pace. And the courage to step off the path, even when no one follows. That\u2019s why I wrote this book.\u201d<\/em><\/p>\n Design Rules, Tools & Fools: the recipe for innovation <\/p>[\/et_pb_text][et_pb_testimonial author=”Maurits Groen” job_title=”Entrepreneur” portrait_url=”https:\/\/startafoodstory.com\/wp-content\/uploads\/2025\/09\/Maurits-Groen.jpg” _builder_version=”4.27.4″ _module_preset=”default” body_font=”Montserrat||on||||||” body_font_size=”16px” author_font=”Montserrat|700|||||||” author_font_size=”16px” company_font=”Montserrat||||||||” company_font_size=”16px” hover_enabled=”0″ global_colors_info=”{}” position_font=”Montserrat||||||||” position_font_size=”16px” sticky_enabled=”0″] If you\u2019re serious about reshaping the future of food, this book is your go-to manual. Packed with actionable advice and inspiration towards a healthy and sustainable future.<\/p>[\/et_pb_testimonial][\/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” custom_padding=”0px|||||” 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_text _builder_version=”4.27.4″ text_font=”Montserrat||||||||” text_text_color=”#000000″ 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” custom_padding=”0px|||||” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” 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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″] For Innovators in Food [\/et_pb_text][\/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\/06\/boek_Mary_voor_schaduw-scaled.png” title_text=”boek_Mary_voor_schaduw” url=”https:\/\/amzn.eu\/d\/1ziMtcW” url_new_window=”on” _builder_version=”4.27.4″ _module_preset=”default” min_height=”355.7px” custom_margin=”||5px|||” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ 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<\/strong>According to author Mary van Hoek-Hendriks, successful innovation rests on three essential ingredients: Design Rules, Design Tools and Design Fools. Design Rules provide direction. In Mastering Food Innovation, Van Hoek-Hendriks introduces the Food Innovation Journey as a Design Rule, the model that helps translate ideas into scalable innovations with both social and commercial impact. The second ingredient, Design Tools, offers practical instruments to drive progress. From insight to action, from idea to realisation. The third ingredient, Design Fools, are the brave pioneers. People who colour outside the lines and simply start. Like Kipster, which is revolutionising the food system with circular poultry farming. And Mary\u2019s own initiative, the Fruit & Veggie Brigade for Food Banks, which demonstrates how innovation can help combat food waste and support vulnerable communities. Together, these three ingredients form the foundation for real progress.<\/p>\n
<\/span><\/strong>Mastering Food Innovation is written for entrepreneurs, innovation managers, product developers, marketers and changemakers in the food sector, from startup and scale-up to SME and multinational. \u201cThis is a book for anyone who, like I once did, feels there is more out there. Who struggles with how to turn vision into reality. Who wants to develop and launch innovations despite resistance, rules and opinions. With this book, I want to be the cheerleader I once missed. The compass that offers direction amid the chaos. The mentor who reassures you when things get tough. This is no fairy tale. It is a journey. From idea to impact. From insight to introduction. I wasn\u2019t crazy. I was just being first.\u201d<\/em><\/p>\n