Jasper Sturtewagen helps food startups, academic spin-offs and ingredient suppliers find their right customer, understand what that customer needs, and build a value proposition the customer will pay for, before they pour years and capital into the wrong product. He co-founded a baby food startup, where he learned the hard way to validate the job, not the solution. For the past five years he has led food innovation work as Director and Head of Food Practice, for clients including Cargill, Unilever and Rabobank; earlier in his career he spent six years in food retail at Ahold Delhaize.

One-liner
Customer-centric food innovation consultant for startups, academic spin-offs and ingredient companies. Helps teams find their customer, understand the need, and build value propositions that convert.

Domains
Customer-centric R&D · Customer discovery & validation · Value proposition design · Food ingredient commercialisation · Lab-to-market translation