Fabafull is one of the participating companies in the eighth edition of the Business Innovation Program Food (BIPF), a program specifically for innovative (agri)food entrepreneurs. Roland is enthusiastic about the guidance he receives from Stef Mellema, business developer at ROM InWest. “The BIPF helps us to step out of our daily reality and to see clearly again what problem we are actually solving – and for whom. Thanks to the brainstorming with Stef about venture building and financing and all his knowledge of this, we make better-founded strategic choices. For example, with new target groups such as healthcare institutions and people living at home, we don’t knock on the door right away, but first find out exactly what they need. The conclusion is often that we first have to adjust our product portfolio and our services to serve them in a tailor-made way. The many brainstorming sessions with other entrepreneurs – a major part of the BIPF – give me a lot of new inspiration.”
Vegan bakery
That sustainable products for consumers had Roland's attention for some time is evident when he talks about the origin of his idea behind Fabafull. "I was fully involved in the development of budget solar panels in Rwanda, when that project collapsed due to corona in 2020 and eventually stopped completely. Searching for a new sustainable concept closer to home, I looked at my partner Rob van Erven, who had completely converted to vegan a year earlier with his comfort food bakery. The success of that showed me how you can accelerate the protein transition in an easy way. We decided to develop similar products together, but with a more functional application and more social impact."
Window of opportunity
Roland got the idea for the 'raw material' for his products from the Beanmeup! project application from EFRO, a regional development fund aimed at improving the cultivation of field beans (the forgotten sister of the broad bean) as an alternative vegetable protein source for human consumption. "Rob was already making his products from chickpeas, so in that field bean - with a protein content of no less than 30% - I saw a great opportunity to develop tasty protein-rich products. Suddenly there was a window of opportunity for my idea: I had extra financing, a sustainable protein raw material and a business partner with facilities to actually make vegan products.”
High Protein Muffins in the Bakery
After experimenting with variants and flavours, Roland put vegan muffins in a bakery around the corner as an exploratory market research and pitched a muffin variant in the Radboud hospital in Nijmegen. “My products were a hit everywhere, but for various reasons I decided to focus on hospitals. First of all, you have to supply smaller quantities to many more locations for catering establishments. Hospitals require significantly larger volumes, which means you can scale up more quickly. Hospitals are also decisive and leading for transitions in healthcare, such as the growing attention for healthy food. And that is exactly what I want to respond to with Fabafull.”
Focus on hospitals
Roland talks about the growing awareness in healthcare that nutrition is crucial for good health, from prevention to recovery and from young children to the elderly. More specifically, more and more doctors are recognizing that a protein-rich diet combined with exercise helps keep patients healthy. Roland: “In the wake of Radboud – which is one of the leaders in these types of trends – you see more and more hospitals switching from the classic three meals a day to six protein-rich meals. Research shows that patients experience a hospital stay with such a diet as more pleasant and that it contributes to rehabilitation after an operation. Protein-rich food also improves the quality of life for the elderly in particular, because it allows them to live at home in good health for longer. That also reduces the total healthcare costs for our society.”
Party muffins at Lowlands
Fabafull's products – a mix of muffins, cakes and brownies – have been available for about two years now, mainly in hospitals. Both private individuals and business customers can order the products online. Roland is proud of the success so far, but would like to develop longer-lasting variants in addition to the fresh-frozen – and therefore relatively expensive – products that he currently offers. He also sees plenty of growth opportunities. “There is still plenty of potential for our product in healthcare. In addition to hospitals, we will soon also be supplying healthcare institutions. In the long term, I would also like to offer tailored ranges within sports, catering, defence and education – the latter mainly with a view to healthier school canteens. You might even find us at Lowlands one day with party muffins. That would fit in nicely with our colourful, cheerful product and be in line with my mission to make the protein transition an accessible party.”
Protein deficiencies among the elderly
That malnutrition due to protein deficiency among the elderly and vulnerable is a growing problem is evident from hard figures. Of the elderly living at home, 12% are malnourished and of those who use home care, this is even 35%. Of patients admitted to hospital for treatment, up to 38% show symptoms of malnutrition. Malnourished elderly people can lose weight due to illness or surgery, or due to loss of appetite, social isolation, poverty and illness.
