You prefer convenience, don't you?

People can choose to buy, prepare and eat those healthy foods themselves. But that takes a lot of time and energy. "Moreover, you have to know very well what you are doing," adds Raymond: "If you cook broccoli a little too long, for example, the bioactive substances are broken down. That's why we expect many people to prefer the convenience and security of our products." 

You'll be done in 1 go

Raymond explains why the product is so easy and healthy. "Our final product contains 250 grams of vegetables and fruits, bottled in 250 ml 'Joycie'. In addition, the smoothies contain the right bioactive substances to increase your resistance. So you are ready in 1 go, without having to think."

How healthy are apples and blackberries? 

In order to further investigate which types of fruit and vegetables, or 'varieties', contain high percentages of bioactive substances, MiFood sought contact with LIOF. Raymond: "LIOF helped us with the request for advice to carry out this research and provided financial support for the project. In addition, they were a valuable sparring partner."

Raymond is very pleased with the result of this research: "In the project we looked at the different bioactive substances in apples and blackberries. How can we maximize the effect of the mixture on health? We succeeded in that!" 

"You can eat healthier in an easy way"  

For a better resistance

LIOF is also enthusiastic about the collaboration. Frans Broeders, sector developer agrofood: "The project is aimed at a healthier society. In which you - preventively and proactively - increase your resistance to a number of lifestyle diseases. Simply by drinking 250 grams of Joycie a day, consumers can more easily achieve the 500 grams they need. We are happy to support such a valuable initiative." 

Brightlabs is investigating what exactly is happening in the body

MiFood also actively collaborates with research lab Brightlabs on the Brightlands Campus Greenport Venlo. Raymond: "It is now important that we start to investigate in much more detail what the right composition is for different people." For this part, we have commissioned Brightlabs. "It investigates the bioactive substances of different types of fruit and vegetables, both raw and processed." 

The research laboratory can then show whether the product is healthy and whether the body absorbs the substances. The latter they can clarify through blood tests. Raymond: "At the moment we are offering a blood test together with Brightlabs to show the customer what changes take place in the body by drinking the Joycie." 

Enough opportunities for the entire agri-food sector

Raymond sees a broader future for healthy food in addition to the Joycies. With opportunities enough for the entire agri-food sector. "For pioneering producers we rent out the Nutrition Concepts Lab. Aimed at producers who want to further develop their product or realize new products. They can also use a gastrointestinal simulator to investigate where and  how the body absorbs their product."

How healthy is your product anyway? 

Raymond likes to explain this a little further. "If you are a breeder or grower, for example, then it is extremely interesting if you can make a product that is demonstrably healthier. The first thing to do is to analyze the product you are currently making for certain ingredients. We now ask growers themselves whether they can further 'refine' certain substances. So that we can then incorporate them into our mixes. But the reverse is also possible of course: at the grower's initiative.

"Healthy, healthier ... stay healthy!"

Tip 1: Think one step ahead

Does Raymond have any tips for other entrepreneurs? "Look at your own end products, processes and raw materials through a different lens. How can you improve the healthy properties of your product and then perpetuate them during processing? Research this well. Who knows, this might yield a new revenue model." 

Tip 2: Don't do it alone

Raymond also emphasizes the value of knowledge sharing. "We like to think along with you about opportunities and processes. By now we have gained a lot of experience with product development, so companies often find it useful to be able to spar with us. That can even lead to new partnerships."

Soon we will all be drinking Joycies!

In closing, Raymond looks ahead with confidence. "Joycie can now be ordered online in 4 varieties. Once the research at Maastricht University has been completed, we will focus on sales in order to create an impact on preventive health.  

Scientific basis

In 2019, Maastricht University was commissioned by MiFood to start a 3-year human food intervention study on the impact of bioactive substances on health. A total of 200 people are participating in the study. They will take different mixes daily, in liquid or dry form. A total of 9 different mixes are being studied. The participants will take part in different Joycie tests.

www.mifood.nl