We only work with brands that are accountable, unique and impactful

Our (secret) master plan


Our master plan is to foster entrepreneurship in the food industry. Our purpose is to positively impact society by improving what it eats.

Our selection process


Together with our shareholders we review all applicants for our co-creation programme to ensure they are accountable, unique and impactful.

Be accountable

Increasing accessibility to best quality consumer choices

Create positive change, lead by example

Tracing sustainability in product ingredients

Ensuring social provenance in product sourcing

Positive societal impact over time

Be honest and transparent!

“There is no greatness where there is not simplicity, goodness, and truth.” - Leo Tolstoy

Be unique

Be courageous, stand out from the crowd.

Let everyone feel your passion

Know your strengths and weaknesses.

Surprise and entertain

Make people happy!

“This is the fast lane, folks...and some of us like it here.” - Hunter S. Thompson

Be impactful

Focus on long term market presence

Make a difference, leave a mark

Be ambitious and brave

Follow fundamentals, not just trends

Have a vision that inspires

Fix things that are broken

“The two most important days in your life are the day you were born and the day you found out why.” - Mark Twain

Want to meet our team?

We are a group of food experts, creative thinkers and entrepreneurs.With support from food industry experts we will Partner you in your business to build your brand as our own.

Not sure if you meet our criteria?

We carefully select 10 new food concepts a year; key to selection is category uniqueness and impact.