From Frustration to Innovation: The Birth of Jubl Foods
For Isil Dijkstra, the inspiration to start her own company struck in 2023, while watching the documentary “Op zoek naar gezond” (“In Search of Healthy”). The film posed a simple but powerful question: Why is it so hard for consumers to make healthier choices? The answer, Isil realized, was clear — consumers face overwhelming barriers, from relentless marketing of unhealthy foods to the scarcity and high price of better alternatives.
“It’s almost like asking people to join a survival show,” Isil reflects. “They’re up against serious challenges, constant pressure from marketing, difficulty finding alternatives, and affordability issues.” This realization resonated deeply with her own long-held frustrations and sparked a mission: to make healthy eating easy, accessible, and enjoyable for everyone.
Building Jubl Foods: Laying the Foundation for Impact
Isil knew from the start that building a brand with real impact meant doing things right, every step of the way. She prioritized research, development, and continuous improvement, partnering early with HAS Green Academy to explore product-market fit through rigorous research, development, and consumer testing. A Rabobank voucher from the CBL Project allowed her to test JUBL’s first product with real shoppers at Albert Heijn, leading to invaluable insights and refinements.
Crucially, Isil chose to collaborate with experienced partners in production, distribution, logistics, and design —treating JUBL as a scaled brand from day one. “My ambition has always been to reach a broad audience,” she says. Thanks to this approach, JUBL quickly gained traction, supplying to schools, daycare centers, and attracting interest from major catering companies and healthcare institutions.
Growing Through Listening and Learning
For Isil, customer growth is rooted in open-minded conversations and genuine listening. “It’s about understanding the real challenges buyers face and developing tailored solutions, not just selling what you think is best.” By validating the problem and identifying the right audience, she engaged targeted partners and planned strategic approaches for every step of the decision-making process — from retailer buyers to end consumers.
Lessons Learned: The Value of Humility and Growth
Not every step was easy. Isil admits that some aspects of the business, like finance, were more challenging than expected. “I realized I needed a deeper understanding to communicate JUBL’s potential effectively.” Through programs like FEM-start training, she built her confidence and skills —an investment that’s already paying off as she scales the business.
Milestones and Achievements
Jubl Foods recently completed its first production batch, with most products already sold. By June 2025, JUBL chocopaste will be on the breakfast tables of over 20,000 Dutch households — a milestone that marks just the beginning of Isil’s vision for the brand.
Advice for Aspiring Female Entrepreneurs
Isil’s advice is clear and empowering:
Trust yourself: Only you know your true capabilities—don’t let others define your limits.
Validate everything: Don’t assume—have honest conversations and let feedback guide you.
Celebrate every win: Small victories add up to big achievements.
Build your network: Talk to everyone who can offer knowledge or connections; every conversation is a piece of the puzzle.
“Starting a business isn’t easy, but if you stay focused, keep learning, and trust yourself, you’ll find your way. You’ve got this!”
What’s Next for Jubl Foods?
Looking ahead, Isil plans to expand JUBL’s reach into catering and healthcare, while growing within existing channels. With participation in key trade fairs, targeted B2B advertising, and an ever-broadening network, JUBL is just getting started on its mission to make healthy eating the easy choice for all.
