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Mary van Hoek-Hendriks is an unconventional yet analytical food innovator, known for her curiosity and non-conformist approach.

Mary van Hoek-Hendriks shares key success factors for sustainable food innovations and explains that food innovation goes beyond product development and often requires rethinking entire value chains. Sustainable innovation only succeeds when creativity, market potential and practical execution come together.

Food innovation is the driving force behind renewal in our food system. But what are the do’s and don’ts? Mary van Hoek-Hendriks has been active in the field for 20 years and wrote a book about it. We spoke with her about the importance of perseverance, having a thick skin and why it’s essential to celebrate milestones.

Mary van Hoek-Hendriks is completely at home in the world of food innovation. She has spent many years working in both the food industry and education. As an innovation strategist, she helps start-ups, scale-ups and students not only develop new ideas but also successfully bring them to consumers. Recently, she distilled her experience into the book Mastering Food Innovation | Impact by Design.

Food innovator Mary van Hoek-Hendriks is living proof that “you miss every shot you don’t take” and that “every experience counts.” As an innovation director, mentor and advisor, she draws on more than 20 years of experience to support other food entrepreneurs and pioneers.

Successful innovation calls for a fool: a court jester. Someone who walks into closed doors and still gets back up. Mary van Hoek-Hendriks is that person. Throughout her career, she’s encountered resistance more than once. Fortunately, she brings plenty of perseverance and enthusiasm to the table. In her new book, Mastering Food Innovation, she offers support for the fool: the one brave enough to keep going.