New tastes, new concepts, new products. The food industry exists by the grace of renewal. But innovation does not happen automatically. "Everyone struggles with this", says Gijs van Wulfen. He is founder of the FORTH® innovation method, a practical, inspirational approach in five steps to create new product concepts. "FORTH® helps with outside the box creativity, with pushing boundaries. And makes people return with concrete business cases.

"Gijs is a guest lecturer for the MBA Business Creation in Food and Health of the  Anton Jurgens Institute. And he knows from experience what he's talking about. "I started my career as marketer at Red Band Venco and Honig, and have personally experienced which pitfalls to look out for." In his lectures Gijs explains how his method helps effectively and professionally connect ‘in the box' practice with ‘outside the box' creativity. And that catches on.  

"Especially as the course participants of the Anton Jurgens Institute recognize the real-life situations, - plus the struggle - they are really receptive and enthusiastic. They ask critical question and interesting discussions  arise. That has such an inspiring effect, both on them and me. There are already some former students who use FORTH® in their own company."