Authentic and biological are terms that are well used in the food business these days. I like the concept from Willem & Drees that give these terms a new dimension. Their philosophy: sell products in the supermarket that are from farmers in the same region. People get real fresh vegatables and fruit and reduces travel pollution at the same time.
Both Willem en Drees have a business background, they have worked at companies like Heineken and Unilever. "After 10 years of working in a multinational environment I wanted to do something to contribute to a better world."