Born and raised in a supermarket in Friesland, I grew up in a fast moving consumer goods world. Finding alternative ways to achieve goals reflects my personal life and career. “Nothing is impossible. The only thing you have to do is find a solution.”

In more than 20 years of experience in building FMCG brands, I saw that the way we innovate is insane and the failure rate of innovations is very high.

Above all that the way we innovate is not sustainable. 15% of global food waste comes from producers and a very large part of that comes from innovations that are not succesfull.

That is the main reason why i’ve started Bamboo Brands. We want to change the game and the rules of consumer innovation