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Mentor: Huib Vermeulen

Startlife Mentor

Huib Vermeulen is commercial director of Herba Ingredients BV.

After my studies in Wageningen as a Food Technologist and an initial start as a Product developer, I gradually focused more on Commercial roles at the cross road of Innovation, Technology and Commerce, in the B2B Ingredients Market. Throughout my career I gathered extensive experience in Sales and Marketing, as well as Business Management, focusing on P&L Optimization, Building Strategies and Portfolio Management.

My passion is to convert Technology and Ingredient Functionality into Commercial success in Food and Nutrition, especially where Innovation supports Sustainability for instance related to the challenges we are facing with regards to the Agricultural transition that lies ahead of us. My area of expertise is specifically in Vegetable Protein, Preservation, Food Safety and Taste.

Contributing in sustainability issues and supporting others by helping them to achieve tangible results, gives me a lot of inspiration and pleasure.

Skills and field of expertise

  • B2B Sales & Marketing
  • Strategy
  • Ingredients and Technology know how
  • Business Development
  • Portfolio Development and Optimization


2015-2018 Global Business Director Preservatives at Celanese
2009-2015 Sales Director, Business Development Manager & Key Account Manager at Corbion
2007-2009 Market Development Manager at DSM Food Specialties
2004-2007 Area Sales Manager at Purac Biochem
1999-2004 Area Sales Manager at Archer Daniels Midland
1998-1999 Product Developer at Nutricia

Offer and interest (startups)

Looking forward to providing support or advice in relation to Commercial B2B Ingredients issues: from setting up the Business Strategy to implementation of all Commercial aspects (Sales, Marketing, Portfolio Management).


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