WHAT YOU WLL LEARN: °°° Berend's vision to make healthy eating more accessible °°° How Berend's personal struggle with obesity led to his passion for healthy eating and nutrition °°° How Berend became a successful entrepreneur without any business background °°° Grünten - the company's products, mission and Benend's plans for the company's future °°°

Berend Eberson is not your typical entrepreneur. His journey from an overweight teenager to a health-conscious visionary, aiming to revolutionise how people eat, reflects his deep personal connection to nutrition and wellness. Through his company, Berend is on a mission to make healthy eating not only accessible but also delicious, focusing on integrating vegetables into unconventional eating moments.

Berend’s attachment to healthy eating stems from his own experiences - during his teenage years, when unhealthy food was readily available and emotional eating was a coping mechanism, Berend struggled with obesity. Realising that this wasn’t the future he wanted, Berend began educating himself on nutrition, eventually leading him to study health sciences at university.

During his studies, Berend worked as a health coach, which gave him first-hand insight into how people approach food and wellness. He conducted extensive research and published a study, but soon grew disillusioned with traditional academic research, which seemed detached from real-world impact. This dissatisfaction spurred him to take action and create tangible solutions for people to improve their diets in meaningful ways.

Berend’s entrepreneurial journey started in his kitchen. While experimenting with healthier meal options, he began adding vegetable purées, like cauliflower, to his own meals. One of his first successful creations was a porridge enhanced with cauliflower puree, which added fibre and nutrients without affecting the taste. Encouraged by his peers’ positive reactions, Berend decided to take a leap and turn his idea into a business.

Despite having no business background, he was determined to make his products widely available, so he educated himself on various aspects of business, including finance, strategy, and marketing. In his gap year between his bachelor’s and master’s degrees, Berend launched his company. Within months, his products were on the shelves of retailers, and his business was born.

The early days of Berend’s company were a whirlwind of activity. His first product, Veggie Oats - a healthy, vegetable-based breakfast item - hit the market quickly. Over time, he refined the recipe, adjusted portion sizes, rebranded the product, and better understood his target market.

Today, Berend’s company has expanded beyond its initial product line. In addition to the original Veggie Oats, the company now offers a range of products, including Veggie Cakes - baked goods like banana bread and brownies made with 25% vegetables. These innovations aim to provide healthier snack options for moments when people might not typically eat vegetables, like breakfast or afternoon tea.

Though Berend’s journey has had its ups and downs, he remains focused on growing his business. He’s currently searching for a new business partner, someone who complements his skills and shares his vision for the future, and can help elevate his company to the next level.

One of Berend’s most exciting recent projects involves developing products for the healthcare sector, including hospitals and care facilities. These efforts align with his broader mission of promoting healthier eating on a larger scale, reaching people who may not have easy access to nutritious foods. While still in its early stages, this initiative reflects Berend’s desire to make a meaningful impact on society beyond just selling products.

However, Berend acknowledges that influencing broader societal behaviours around food is an uphill battle. “The consumers who buy my products are already health-conscious,” he notes. The challenge lies in reaching those who aren’t as focused on their health - often low-income individuals who may not be able to afford premium, healthier options.

As Berend looks to the future, he’s thinking beyond just food. He’s passionate about contributing to society in deeper, more meaningful ways. While his company provides a platform to encourage healthier eating, Berend’s vision is evolving. He’s drawn to ideas around community, human connection, and creating a better society as a whole.

This broader perspective has led him to begin collaborating with other startups, particularly those focused on socially responsible business models. One such project involves helping a company that imports dates from Saudi Arabia, which not only supports refugees but also provides employment opportunities for women in the region. Berend finds deep fulfilment in using the skills he’s developed over the years to help other businesses thrive.

Berend’s journey from a self-conscious teenager to a visionary entrepreneur is nothing short of inspiring. His passion for healthy eating, combined with his innovative approach to incorporating vegetables into unconventional meals, has already made a mark on the Dutch market. But Berend’s vision goes beyond just food; it’s about contributing to a better society, one where healthy choices are accessible, convenient, and, most importantly, delicious. As he continues to grow his company and support other socially responsible startups, Berend’s impact is set to expand far beyond the shelves of the local supermarket.