Jurrien started this umbrella for activities in 2018 in the city of Amersfoort. He lived in this beautiful smaal city with his wife Joke since 2003. The reason to unfold this umbrella was the approaching pension of Jurrien at the importer of organic ingredients DO-IT bv.
The first time Jurrien was aware of something that was later called certified organic food, was in the late 1970’s. The working name of farmers that were looking for ways out of regular industrialising agriculture was alternative food.