The Question That Sparked a Mission
“It’s not about the food. Food is a way to tell stories.”
During the early days of COVID-19, Helena Smit, then working in healthcare, found herself asking a crucial question: “Is this all there is?” Between lockdowns, she met up with a foodie friend for an Indonesian food tour in The Hague. They vlogged their stops and shared it online. Followers urged them to turn it into a real tour. Helena posted it on her food blog, and Indofoodtours was born—still thriving in the unofficial Indonesian food capital of the Netherlands.
From Blog to Print
In 2022, Helena wanted to create something tangible celebrating Indonesian-Dutch food culture. She launched RAKUS Magazine, tapping her growing network for help with content, design, and distribution. The first print run sold out immediately. A second run followed and also sold fast. The 2024 edition remains available, proving ongoing demand.
Bootstrapping and Growth
Freelance work in Indonesian culinary projects funded the tours and magazine reprints. But bootstrapping had limits. After mentors encouraged her to expand, Helena transitioned Eating Habits from a sole proprietorship into Stichting Eating Habits in April 2024, unlocking access to grants and funding.
Talk to Everything That Moves
A former business coach told her: “Talk to everything that moves.” Helena networked relentlessly, used social media strategically, and embraced a pay-it-forward mindset. Marketing and storytelling became the engines driving her growth—because no one buys what they don’t hear about.
Hard Lessons Learned
Mistake: Funding everything herself for too long.
Lesson: Asking for money isn’t begging—it’s necessary. FEM-START’s Next Level Training taught her about financing options and shifted her mindset toward growth.
The Current Chapter: Makanologie
Helena and co-writer Yulia Pattopang are crowdfunding Makanologie, a book honoring 80 years of Indonesian chefs in the Netherlands and their role in diversifying Dutch gastronomy. The campaign runs on Voor de Kunst, a platform supporting cultural creators.
Milestones
- Indofoodtours running strong for years
- Two sold-out editions of RAKUS Magazine
- Transition from sole trader to foundation status
- Growing visibility as a cultural storyteller
Advice for Women Entrepreneurs
Surround yourself with supportive, knowledgeable people.
Invest time in marketing and communication—great ideas need to be heard.
Hold tight to your dream. “The louder they say you can’t, the harder I prove I can.”
What’s Next?
November 2025: Launch Makanologie in the Netherlands
2026: Translate and release the book in Bahasa Indonesia, with an Indonesian launch tour
Ongoing: Expand projects using food to share stories of Dutch-Indonesian culture
For Helena, every plate is a stage, every dish a story bridging two cultures.
