It's Greenish
- Type
- Food & Ingredient Manufacturer
- Location
- St.-Annaparochie, Netherlands
- Industries
- Alternative proteins, Food ingredients & products
- Domains
- Plant based primary products, Algae, Quinoa, Processed food products, Dairy alternatives, Meat alternatives, Confectionery & snacks, Ingredients
- Technologies
- Processing
About It's Greenish
It’s Greenish is a Dutch B2B food company that develops plant-based minced fillings for savory snacks and other hearty applications. It serves foodservice suppliers, bakeries, snack producers, and other manufacturers looking for vegan alternatives that can fit into existing production lines.
The company positions itself as a practical, taste-led plant-based innovator: its fillings are designed to deliver the familiar bite and eating experience of traditional meat fillings while remaining suitable for both artisanal and industrial processing. Its message is that plant-based can be a logical next step for the savory snack segment, not a compromise.
Core Values
- Plant-based innovation: The company sees plant-based development as the natural next step for the foodservice and snack industries. Its products are built to help producers respond to growing demand for vegan alternatives.
- Taste and eating experience: It emphasizes flavor, texture, and a familiar bite, aiming to deliver a satisfying snack experience without animal ingredients.
- Functionality: The fillings are designed to work in real production settings, with claims around good processability, consistent quality, and suitability for both craft and industrial use.
- Sustainability: The brand links its products to a greener food system and frames them as a way to upgrade assortments with less reliance on animal ingredients.
Unique Aspects
- Focused on savory snack fillings: Rather than offering broad plant-based ranges, It’s Greenish concentrates on fillings for specific Dutch-style savory snacks and similar hearty bites, giving it a clear niche in the market.
- Works in both artisanal and industrial settings: The same product is positioned for hand-made bakery production and larger-scale manufacturing, which broadens its practical appeal.
- Family-founded and later transitioned: The company was founded in 2018 by brothers Ton and Frank Lagas, and in 2024 Markus Terpstra and Hedy Hartog took over, bringing a new phase of growth and market development.
- Hybrid positioning: Its explicit support for hybrid applications is a differentiator, since it allows producers to combine plant-based filling with meat rather than forcing an all-or-nothing switch.