Start a Food Story

Start a Food Story is a Dutch food innovation consultancy focused on helping food entrepreneurs, innovation teams, and changemakers turn ideas into concepts, concepts into feasible products, and products into stories that can create impact. The company presents itself as a “one stop shop” for food innovation, combining strategy, creativity, and hands-on execution to support clients from early inspiration through to launch. Its work spans food innovation strategy, masterclasses and workshops, strategic innovation projects, food incubator support, and mentorship for people new to food, innovation, or building a food brand or product. What the company does Start a Food Story helps organizations rethink food production, marketing, and business models so they can unlock new products, markets, and target groups. The consultancy emphasizes moving quickly from inspiration to execution, with practical support for turning ideas into real-world outcomes. It also offers books, calendars, and other inspiration products that reinforce its food-innovation focus. Team The company is founded and led by Mary van Hoek-Hendriks, who is described on the website as an innovation strategist, food impactor, creative thinker, and reality checker. She brings more than 20 years of experience in food innovation across business and education, helping start-ups, scale-ups, and larger innovation teams move faster and more effectively. The website also references collaborations with other food and design experts on selected projects, but Mary is the central person behind the company. Mission and values Start a Food Story’s mission is to help build a healthy and sustainable future in food by making innovation more practical, meaningful, and impactful. Its messaging centers on courage, creativity, real-world execution, and social as well as commercial impact. The company values doing purposeful work “bit by bit,” supporting entrepreneurs who want to make a difference in the food sector, and using storytelling as a way to give innovations meaning and momentum.