My motto is 'Do good with food'. Since my childhood I have been fascinated by food and see; in the food sector things really have to change. Our current food system will eventually make the earth unlivable; and it often produces food that does not contribute to people's health. A food transition is needed and I put my 25 years of experience as a sustainable food innovator to use with love and pleasure. For decision-makers with guts in the food chain at renowned food companies, organizations and government parties. It is not easy to become sustainable within an existing business model. Let alone to develop new business models. But necessary. I advise parties in the food chain how they can do this in a valuable way for everyone. And together with them, I also give shape to it. By, on the one hand, innovating strategically, developing new food concepts. For example, I developed these plant-based concepts: Bonduelle Vegetable Rice, Lunch Bowl, Vegetables for Soup and Mora Veggie Satay, Happas. And on the other hand through storytelling, exposing the often complex story behind a product and showing how it does or does not yet contribute to that transition. For Bonduelle, for example, I provided insight into the sustainability of their packaging and production of vegetables. And for Mora I provided insight into the meat chain behind the snacks.