The Art of Scaling: Real Conversations

Why the Netherlands?

In the 3rd Art of Scaling: Real Conversations webinar we explored why innovative companies around the world choose the Dutch market to expand their business. We invited 3 speakers to share their expertise from different perspectives – both as scale-up CEOs, and as the local partner:

  • Brad Vanstone, founder and CEO of Willicroft
  • Charles Ojei, director of Farmforte
  • Hilco Beeks, Food&Health advisor at OostNL

We moderated a discussion on the specific challenges that new entrants to the Netherlands face, how to navigate cultural differences, and what advice they have to offer to others considering entering the Dutch market. There were some great questions from the audience, which gave room to an exciting conversation on the struggles (and successes) of internationalization.

The speakers

Brad Vanstone

Founder Willicroft

About Willicroft

When Brad shifted to a plant-based diet a few years ago, he saw one big opportunity – creating cheese that would be on par with the existing meat and milk replacements. Combining age old techniques with a more planet-friendly ingredient base, Willicroft’s plant-based product line can be found at Albert Heijn stores across the Netherlands.

Charles Ojei

Director Farmforte

About Farmforte

Farmforte is a Nigerian company that grows and sources a wide range of fruits, vegetables, and grains across Africa to customers in Europe. Founded in 2012, it now employs 300+ people in international locations. The team strategically selected the Netherlands to expand its operations and get a foothold in European markets.

Hilco Beeks


About OostNL

Oost NL is the regional business development and investment agency in the eastern region of the Netherlands. It helps foreign companies setting up their European activities in the region, by connecting them to relevant networks and business partners, and facilitating investment opportunities. As advisor in the fields of Food & Health, Hilco supports international companies in those sectors establish/expand their business in Europe. 

ScaleUpNation Newsletter

Want to hear about our next webinar? Subscribe to our newsletter and get first access to our events. You’ll also get the latest scoop on scaling and updates from the scale-ups in our community

Real conversations with Crisp and Ekomenu

Real conversations with The Protein Brewery and BYBORRE