Jeroen Willemsen: ‘Think big, but keep your feet on the ground’

Published: 06-10-2014

“Making the right choices is one of the biggest challenges for a start up company,” says Jeroen Willemsen, Commercial Director of Ojah. In 2011 Ojah was nominated for the Food Valley Award 2011 for its Plenti®*, a  plant-based meat substitute whose texture resembles chicken.

Plenti was introduced on the market in 2010 and directly from the start there was a lot of interest for this meat alternative. Three years ago the company opened a new factory in the village of Ochten.


Willemsen: “We have decided to put Plenti on the market as an ingredient and not to sell the product to the consumer, although there is also much interest in the product in this market segment. Another strategic decision was our choice to export only to foreign focus markets and not wanting to deliver the whole world. We realize that it is very important to grow gradually. Our philosophy is ‘think big, but keep your feet on the ground’.”


Come and meet Jeroen Willemsen at Food Valley Expo 2014, October 23rd, Conference Center Papendal in the Innovators@work session. Meet the innovators and their innovations:

IXL Netherlands, Govert van Oord
E-Cooking, a high-speed high-quality cooking technology based on Pulsed Electric Field

Micreos, Mark Offerhaus 
Phage technology to combat pathogenic bacteria

Newtricious, Jos Nelissen
Specialized nutrition containing enriched eggyolk contributing to the maintenance of normal vision

Scoutbox, Joke de Jong 
Scoutbox, a pest management tool for greenhouses

Moderator of this session is Jan Hak, Hak & Partners.

Each year, Food Valley NL presents the Food Valley Award, a prize that has become one of the most prestigious agro-food and feed innovation prizes in The Netherlands. An independent panel of experts judges the entries on their innovativeness, economic viability and degree of cooperation involved.

* The original brand name for Plenti® in Holland is Beeter®.

11.00 – 12.00 am – location: J, Innovation corner, Lower Level
Moderator of this session is Jan Hak, Hak & Partners

Register now!