Primal Food / Healthy fresh cooked meals. Dine in, Delivery, Pick up

Wat is de missie van je bedrijf?

Our mission is to fuel greatness. We craft delicious, high-protein, and nutrient-balanced meals designed to help our clients feel amazing, perform better, and achieve their personal goals. We go beyond food by building lasting relationships, acting as long-term partners to support our clients’ journey to health, strength, and success.

Hoe bezorg jij jouw klanten een unieke ervaring?

By combining a disciplined philosophy with proprietary technology and total transparency.
A Unique Philosophy: Our founder is a lifelong athlete and former military NCO, bringing a unique sense of discipline, precision, and passion to every meal served.
Proprietary Tech & Transparency: We use our own custom-built software for live cooking and delivery.

Wie zijn je ideale klanten?

Our ideal customers are disciplined and goal-oriented people. This includes both seasoned athletes and teams who value our high-protein meals and macro data to fuel their greatness, as well as beginners on a health journey whom we love to guide and support in achieving their goals.

Wat inspireerde je om dit bedrijf te starten?

The inspiration came from a deep frustration with the food industry. I found it nearly impossible to find an affordable food chain in Europe that is truly honest with its customers. So much of what is labeled “healthy” can be misleading and detrimental to long-term well-being.

Primal Food was created to be the antidote. We are founded on principles of discipline, precision, and passion. We commit to complete transparency by providing a full macronutrient breakdown with every meal. Our mission is to serve genuinely healthy food that fuels greatness, helps our clients live longer, and allows us to build lasting, productive relationships with them.

Wat vind je het leukst aan het ondernemerschap?

What I like most is the ability to channel years of hard-won skills into something I genuinely believe in. My background as a lifelong athlete, a developer, and a former military NCO has taught me the value of discipline and precision. Being an entrepreneur allows me to put those skills to productive use for a mission I am passionate about: offering honest, truly healthy food that fuels greatness.

It’s an amazing experience to see a vision come to life; a story that is being lived and unfolding every day. The journey is exciting, challenging, and incredibly rewarding, and my greatest hope is that our clients will join us on this mission.

Op welke prestatie ben je als ondernemer het meest trots?

My greatest achievement as an entrepreneur is twofold: building our company’s entire technology platform from the ground up, while simultaneously refusing to compromise on the core mission of Primal Food.

As a seasoned developer with over 20 years of experience, I personally engineered our proprietary delivery system and the custom-built tools we use to give clients live updates.

However, the technology only serves the mission. I am most proud that we have never wavered from our promise of providing truly healthy, honest food. In an industry where “healthy” can be misleading, we provide a full macronutrient breakdown for every meal and maintain a strict focus on high-protein, low-carb dishes made with only healthy fats. This unwavering commitment to our founding principles is our most important success.

Welk advies heb je voor andere ondernemers?

My advice is to never stop believing in your mission and to never stop working towards it. I’ve learned from both the battlefield and the coding desk that discipline, consistency, and focus are the keys to achieving any significant goal.

Treat every challenge and every gap in your knowledge not as a setback, but as an opportunity to better yourself. My own journey has combined skills from being a lifelong athlete, a developer, and a military NCO. Embrace every chance to learn and add new skills to your arsenal. That is how you build the tools you need to make your dream a reality.

Waarom koos je voor een pop-upconcept?

The choice of a pop-up was a case of resilience meeting a unique opportunity. After my previous employer suddenly defaulted, I was left without a job. I channeled the discipline and focus learned as a lifelong athlete and former military NCO into my passion, using the unexpected time to single-handedly build the entire technology platform for Primal Food.

Our long-term dream has always been to welcome clients into our own restaurant. Finding TheBox available during this period was a stroke of fortunate timing. The pop-up model is the perfect next step for us. It allows us to bridge the gap between our current delivery service and our ultimate goal, letting us connect with our community in person without the prohibitive financial commitment of a permanent lease. It’s an opportunity we were uniquely prepared to seize.

Hoe speel jij met je onderneming in op duurzaamheid?

Our approach begins with practical steps, like our partnership with Too Good To Go to eliminate food waste. Looking ahead, we have ambitious, innovative sustainability plans that are only possible because of our unique advantage: being 100% vertically integrated. Owning our entire technology stack, built by our founder who is a seasoned developer, gives us the power to create a truly sustainable model from the ground up.

Wat is het mooiste compliment dat je ooit kreeg van een klant?

This tastes amazing and it is so filling. Are you sure that all of this is actually healthy for me?

Waar sta je over 5 jaar? Wat zijn je dromen of toekomstplannen voor je bedrijf?

In five years, our dream is for Primal Food to be a recognized brand with restaurants opened in all major cities across the European Union.

Our key advantage for this expansion is our proprietary technology stack, which was built in-house. This will allow us to scale efficiently while ensuring every new restaurant upholds our core mission: serving disciplined, honest, high-pro

Ik koos voor The Box omdat…

it represents the perfect, strategic next step in our journey. It serves as the ideal bridge between our current delivery-only model and our long-term dream of opening a permanent restaurant.

The pop-up concept provides a financially accessible, lower-risk opportunity to test our dine-in experience, gather direct customer feedback, and begin building the face-to-face community