E38: Why is it so Hard to Drive Impactful Innovation? - With Experienced Food Innovator and Ex-Lecture Mary van Hoek-Hendriks

Mary van Hoek-Hendriks, a lecturer and expert in food innovation, reflects on her industry journey and the crucial role of fostering impactful innovations. She defines food innovation as creating new, feasible, and desirable food concepts that are commercially viable and technologically feasible. Emphasising sustainability, she discusses the delicate balance necessary between innovation, profitability, and sustainability, especially in food startups requiring transparency and measurable goals.

Mary highlights the supermarket industry's challenges for startups and the essential support from retailers. She underscores the role of educators in guiding new food innovators towards sustainable and healthy practices and stresses the importance of mentorship tailored to individual innovator goals. Additionally, she mentions using design tools to enhance innovation and the value of freedom and trust within the educational sphere.

Volunteering at a food bank, she speaks on its impact and the broader importance of ensuring access to healthy food for all, concluding with the significant influence of creating a supportive, healthy food environment.

We discussed: 

• The Role of Food in Family Gatherings.
• Food innovation involves inventing, developing, and renewing food concepts that are commercially viable, technologically feasible, and desirable to consumers.
• Balancing Innovation, Sustainability, and Profitability.
• Challenges Faced by Food Startups.
• Lessons from Food Innovators.
• The Role of Design Fools.
• Supporting Food Innovators.
• Startups in the food industry face challenges in the supermarket industry and need more time and support to prove their products' profitability.
• Educators play a vital role in inspiring the next generation of food innovators to think more sustainably and healthily. Support and mentor food innovators based on their individual goals and aspirations.
• Embrace failure and learn from mistakes in the innovation process.
• The Impact of Volunteer Work.

Quote: “You must be seen as a fool by others to be a real food innovator” 

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😊 The Guest: Mary van Hoek-Hendriks

Her work: Start a food story