Customer review with

Victor van Saltbommel

owner of Huberts' Food by

Malnutrition among the elderly is one of the main problems in the healthcare sector. Currently, over 20% of the elderly in Dutch healthcare facilities are malnourished. With this problem in mind, Huberts' Food has developed artisanal ice cream enriched with 10 grams of protein per serving. This is because the recommended amount of protein per kg of body weight is greater in the elderly than in other adults, especially when they are recovering from illness or surgery, for example. However, finding a first paying customer proved to be quite a challenge. The Market Readiness Program was therefore a perfect fit for the phase we were in.

The healthcare industry is quite conservative and you are dealing with different decision makers. This is where the added value of the program lay for us. You learn to put yourself even better in the shoes of your target group and examine step by step what really concerns them. By sharing experiences and sparring with each other, you also learn a lot from your fellow participants. A lot has happened since we went through the program. For example, we now have a pilot production on a larger scale and we are close to an agreement with an investor.