Jaap Korteweg is 9th generation farmer and founding father of De Vegetarische Slager. How does someone who grew up on a farm between the cows in the Dutch countryside decide to become a Vegetarian Butcher? When the swine fever and mad cow disease kept the Netherlands under control, Jaap was asked whether his cold stores could serve as a storage place for tens of thousands of cadavers.
After seeing this disaster, Jaap considered himself to keep cattle, in an organic and animal-friendly way. This idea went well to him, until the day that the cattle should go to slaughter.
He decided to become a vegetarian from that moment on. But he lacked the taste of meat so that he made an agreement with himself that he was only allowed to eat meat outside the door, resulting in him eating out more and more.
It became clear to him that he had to search for something that could fulfill his desire for meat without involving animals. After a ten-year search, Jaap developed and found innovative meat substitutes with a spectacular bite and structure. With top chefs he gave the products the taste and experience of real meat. He also saw a lot of potential in the protein-rich and organic lupine of Dutch soil. Together with concept maker Niko Koffeman, chef cook Paul Bom and a dedicated team, he is working on a major change from animal to vegetable meat. Their great ideal is to let meat lovers experience that they do not have to miss anything if they leave the meat for one or more days. The ambition is to become the largest butcher in the world, in the short term.