The Vegetarian Butcher
World's First Vegetarian Butcher
Jaap Korteweg is 9th generation farmer and founding father of The Vegetarian Butcher. How does someone, after growing up on a farm among the cows on the Dutch countryside, decide to become a Vegetarian Butcher? When the swine fever and the mad cow disease were holding the Netherlands in their grip, Jaap was asked whether his cold storages could be used as a storage for tens of thousands cadavers. After observing this disaster, Jaap considered investing in cattle, in an organic and animal friendly manner. This idea worked well, until the day that the cattle would have to be taken to the slaughterhouse. From that moment on, he decided to become a vegetarian. But he missed the taste of meat so much, that he promised himself to only eat meat when eating out. It was clear to him that he had to find something that could satisfy his craving for meat, without actually having to eat animals.
After a ten-year search, Jaap Korteweg developed and found innovative meat substitutes with a spectacular bite and texture. With top chefs, he added the flavor and experience of true meat to the products. In addition, he saw a lot of potential in the protein rich and organic lupine from Dutch soil. Together with concept designer Niko Koffeman, chef Paul Bom and a devoted team, he is working on a big transition from animal to vegetable meat. Their ideal is to have meat enthusiasts experience that they don’t have to miss out on anything if they leave meat out of their diet for one or more days. The ambition is to become the biggest butcher in the world, in a short time.