PromZ Vak 4 · 2025 · English edition

TEKST:

By Lisette Erdtsieck

“We want to ‘tickle’, but it has to be appreciated”

Owner André Verhoeff on the taste of Tastemakers and the pitfalls of hard work

Supplier Tastemakers acts as a vital link between food product manufacturers and Christmas gift distributors. In just thirteen years, the company has established itself as a creative concept developer and logistics expert. Tastemakers’ themed product lines stand out by pairing familiar food products with original packaging and surprising twists. Their guiding principle: What best reflects the appreciation an employer wants to express to their employees? “We don’t approach the market from a product-first mindset, but from inspiration for Christmas gift resellers,” says André Verhoeff, who began developing unique concepts for the industry after recovering from burnout.

“From the beginning, our goal at Tastemakers has been to bridge the gap between the familiar and the surprising. The Christmas hamper market is a traditional one. We make sure that our concepts are unique through the atmosphere they convey — while still staying close enough to what’s considered mainstream. You can already see examples of this all around: A Dutch-themed line called ‘Wind Mee’ (Tailwind), with products linked to ‘exploring your own country’, vitality, and sustainability. Some packages include QR codes for walking or cycling routes. Or the social media-inspired theme ‘Get Ready With Me’, filled with colourful products in Instagram-worthy packaging.

We also offer a rugged and sturdy product line, with the power of simplicity and the feel of authenticity. And a health-focused line called ‘Groen Geluk’ (Green Happiness), centered on both people and the planet, featuring sustainable packaging and donations to the food bank.”

TikTok

“Our challenge is to appeal to multiple generations. For the so-called Gen Z, we’ve developed a theme inspired by TikTok trends, which allows us to play with unusual colours and flavours. For example, a box of caramelglazed popcorn in a pastel pink packaging. The product is