FOUNDER'S BIO

Asha, Award-Winning Food Innovator: From Canadian fields to Dutch soil, I specialize in soil microbiology and food innovation with one mission: proving a nation's health reflects its soil's vitality. By partnering with Dutch farmers who treat land as a living organism, we created RUBY—a syrup capturing the concentrated vitality of the Dutch harvest.

RUBY Dutch Beets Syrup: We don't just harvest crops; we cultivate ecosystems. From the soil microbiology of the Netherlands to the high-performance needs of the global citizen, we transform earth’s minerals into artisan functional nutrition.

Farm Dining & Team Building: In a world of digital burnout, we offer a return to the tactile—a 'conversation starters'. Our 'Farm Dining' and Urban Workshops in cities like Amsterdam and The Hague are designed for corporate houses that value their employees' holistic health. It’s not just team building; it’s an investment in a sustainable workforce.

Carrot Syrup: Our Dutch Carrot Syrup is more than a souvenir; it is a bottle of the Dutch sun and soil. Encased in a bottle inspired by our iconic windmills, it represents our commitment to the local Dutch farmers. A perfect gift from the Netherlands, carrying the taste of our sustainable future across the world.

Vegan Caviar: True innovation isn't about imitating the past; it’s about decoding the language of the soil to create a new culinary future. These pearls represent a collision of microbiology and art—capturing the concentrated vitality of the Dutch harvest in a single, vibrant burst that honors both the palate and the planet.

OUR INNOVATION ACCOLADES & RECOGNITION

2025

In recognition of our systemic approach to food transformation, we are honored with the Impact Catalyst Award by Wageningen University & Research (WUR), the global leader in agricultural sciences. Awarded through WUR’s entrepreneurship hub, StartHub, in partnership with the Department for Co-creating Value & Impact (CVI), this distinction celebrates our commitment to bridging the gap between soil microbiology and consumer health. To be validated by such a prestigious pioneer in agri-food tech solidifies our position as a trusted innovator, ensuring our mission to co-create sustainable value remains at the forefront of the Dutch & Global food industry.

"Receiving the Impact Catalyst Award from WUR is not just a milestone; it is a mandate to continue pushing the boundaries of what is possible in food innovation. It confirms that our 'soil-to-soul' approach is exactly what the future of global food systems requires." — Asha, Founder

2024

In recognition of our commitment to accessible nutrition, we are proud recipients of the "Food Innovation Award" from Keep Food Simple Netherlands. We were chosen for this prestigious honor for our impactful contribution to the Dutch food landscape—specifically for developing innovative, health-focused products that remain accessible to the general population. This award underscores our core philosophy that sophisticated, science-backed nutrition should be available at every Dutch table.

"Being recognized by Keep Food Simple Netherlands with this award/stipendium is a powerful validation of our belief that high-level nutrition should never be a luxury. It reinforces our commitment to stripping away the complexity of processed foods to reveal the pure, functional power of the Dutch harvest—proving that we can create health-focused solutions that are both scientifically advanced and accessible to every household."— Asha, Founder

Read formal announcement here!

2023

As one of the select entrepreneurs chosen in the Province of Flevoland to lead the charge in food innovation, we underwent a rigorous development process with Flevo Campus and Food Pioneer to transform local harvests into high-value products. This journey culminated in the successful launch of our "FLEVO LOKAAL | BIETEN SIROOP," which brought the vitality of Flevoland’s soil to the masses through major retailers, including Albert Heijn and PLUS Supermarkt. This accolade stands as a testament to our mission: bridging the gap between sustainable microbiology and the everyday consumer’s table.

"The Food Pioneer Award from Flevo Campus marks the moment our vision transitioned from a laboratory concept to a tangible presence on supermarket shelves. It celebrates the journey of turning Flevoland’s rich agricultural heritage into a modern retail reality, proving that with the right innovation, we can transform local soil into a source of vitality for the entire nation."— Asha, Founder