Start a Food Story

At Start a Food Story, we believe that impactful food innovation starts with creativity and bold ideas. Founded by award-winning food impactor Mary van Hoek-Hendriks, we help food businesses (start-ups and established brands) turn breakthrough concepts into successful ventures. With a strong background in food science, marketing and strategic innovation, Mary has developed cutting-edge educational programs, supported high-impact projects like the Fruit & Veggie Brigade for Food Banks and guided companies in creating market-ready innovations. Through masterclasses, concept roasts, and fuck-up nights, we foster a global community of food innovators, sharing knowledge and experience to drive real change. Mary believes that impactful innovation creates stories. “A good fuck-up is a fucking good story.” A story that connects people, inspires action and ultimately shapes a better, more sustainable world for future generations. 🚀