Creating value in a down to earth way
Value Factory Ventures invests in promising startups that are making an impact with pioneering innovations to combat climate change and increase food security. We pull together, in a down to earth way, to make as much possible impact.
Value Factory is all about creating new value - value for the startup, our investors, society and generations to come.
Drive positive change for a sustainable future
We, the founders of Value Factury Ventures, grew up in the agriculture and horticulturesector and have run successful businesses there. After selling our companies, we are
now committed to a sustainable future with Value Factory. We invest in pioneering agritech, food and climate startups that develop disruptive, deeptech technologies to make real impact. We believe here lies the key to solving the world’s most challenging problems: a growing global population, water scarcity and food security, energy transition and climate change.
We support these pioneers with more than capital. We provide expertise, hands-on support and access to our extensive network. This is how we take these early-stage startups to the next level.
Seizing opportunities to make it happen
We invest in promising (very) early-stage startups that we make successful in a short period of time. Successful for the startup, for the agri-food chain and for our investors.
Our initial ticket size is € 200k to € 1 million. We support the company until the next phase, in which (later stage) Venture Capital Funds can step in. Our criteria:
Portfolio companies
We select the most promising startups and connect the companies in our investment portfolio to make more impact in the chain together. With success: over the past three years, the value of our investments doubled every year.
Cano-Ela
Cano-Ela is a food tech company revolutionizing the way oil-rich seeds are processed. They unlocks the full potential of these seeds, yielding high-quality, functional ingredients. This approach enables food companies to develop the next generation of plant-based foods—more natural, sustainable, and free from refined ingredients.
Down to earth
entrepreneurs
What distinguish us is our combination of entrepreneurship, our down-to-earth approach, our network and our commitment.
Entrepreneurship
Seeing and realizing opportunities
Value Factory Ventures has extensive experience in building successful businesses. The founders and initial investors have each built and successfully sold their own companies. Doing nothing was not an option, so they joined forces and are boosting promising startups.
Down to earth
Pragmatic & hands-on
Our background in the agriculture & horticulture sector keeps us down to earth. We support startups in a pragmatic and realistic way, working together to achieve success.
Connecting for value
Creating more value together
Value Factory’s team combines all knowledge: from agri, technical, business management, marketing to financial expertise. With our large network, we can connect startups, create value and ensure synergy.
Meet our team
Our people are our strength. Our team consists of experienced entrepreneurs and professionals who have held key positions in the business world. This enables us to provide startups with both strategic guidance and hands-on support during crucial growth phases.
See our team below:
Peter, co-founder of Value Factory, is an entrepreneur with a strong affinity for ICT and technology. With a solid foundation in economics and business administration and decades of experience as the CEO of a successful company, he now uses Value Factory to take promising tech startups to the next phase.
Background
Bachelor Economics Hogeschool Rotterdam |Bachelor of Business Administration (BBA) Hogeschool Rotterdam | Business & Managerial Economics Open University | F&A Manager Isolectra | Co-owner Vista+ | Founder and CEO Ledyears.
Personal
Peter loves to make an impact, take ownership, and persevere. His down-to-earth attitude comes from his upbringing in the agriculture & horticulture sector. He has been active in IT and international trade for years and has also lived and worked in Singapore. With his entrepreneurial background, he always sees where the opportunities lie. In 22 years, he built his company Ledyears into a large, international player in the field of business information systems. After the successful sale of Ledyears, he started Value Factory with Johan to make an impact in the AgriFood chain and apply his expertise as an entrepreneur to other entrepreneurs. Outside of work, Peter enjoys working in his garden and sports.
Ishani is completing her Master’s degree in Finance & Investments, during which she is researching the ESG strategies of companies. Ishani supports our investment team with, for example, accounting, business analyses, modeling, and research.
Background
MSc Finance & Investments Erasmus University Rotterdam, RSM | BSc Business Administration at Erasmus University Rotterdam, RSM | Philosophy of a Specific Discipline: Economics at Erasmus University Rotterdam, ESPhil | Economie Docent Stanislascollege | Customer Relationship Agent AP-Moller Maersk
Personal
Ishani knows how to maintain an overview while simultaneously paying attention to detail – a skill she certainly learned as an Economics teacher in high school. In her adventures, she loves to explore and stays fit by boxing and playing tennis. Her passion for sustainability is not only reflected in her thesis research on ESG but also in her involvement with the various startups of Value Factory.
Johan is a co-founder and the man behind the numbers and euros at Value Factory. With his background in Finance as a chartered accountant and consultant with extensive M&A experience, he assists our investors in creating a profitable portfolio. He supports our startups as CFO in every phase of the business – from solid business plans and robust growth to acquisitions and sales.
Background
Certified Public Accountant (CPA) Nyenrode Business University | Executive Master’s degree Business Valuation Erasmus University Rotterdam School of Management | Certified Blockchain technology specialist INSEAD Executive Education | Accountmanager at Van Noord Accountancy and Tax Consultancy | Chartered Accountant at Visser & Visser Accountancy and Tax Services | Chartered Accountant at Drechtsteden Accountants and Advisors | Chief Financial Officer at Ledyears B.V. | M&A, Carve-out and Financial Integration consultancy at T-Mobile Netherlands.
Personal
With Johan, nothing is left to chance. He is a thinker who thoroughly analyzes all aspects. He rapidly works out possible steps and scenarios. After assisting Peter with the sale of Ledyears, they started Value Factory together. In his scarce free time, he enjoys a solid book and a good conversation with friends. He clears his head by cycling or running, often participating in running competitions cheered on by his wife and four children.
Martijn always works at the intersection of processes and entrepreneurship, focusing on societal relevance and people. He is a versatile project manager who provides guidance on process improvement and team performance to several of our companies from Value Factory. He is the Service Delivery Manager at Growficient and IT project manager at Dealin.Green. Additionally, he is the CEO of Fair Agro Food and a partner at FOGA Organic Gum, which aims to provide farmers with a better existence.
Background
Applied Sciences The Hague University | Theatre Producer Theaterfabriek, Stage Entertainment | Leading Organizational Changes SIOO Utrecht | Quality Auditor KVE | Mobility Analist, IT Project Manager and Manager Modernisation at Kone International | Teamlead project Services at AJS / AMEC | Project leader, Team lead and Service Operations Manager at QDelft | Service Delivery Manager at Aumatics | CEO Fair Agro Food | Partner FOGA Organic Gum.
Personal
Martijn appears to be a calm person who, as a scrum master, wants to bring structure everywhere. At the same time, he is a driven creative spirit who, due to his background in the theater world, can easily think outside the box. As a project manager, this creative flair is reflected in surprising solutions and refreshing insights for our project approaches.
Maarten is currently completing his Master’s degree in International Business Law, with a research focus on food labelling. He supports the legal team with tasks such as legal research, drafting contracts, and updating general terms and conditions.
Background
Bachelor in Business Administration at Rotterdam School of Management | Bachelor in Law at Erasmus School of Law
Personal
In February 2025, alongside his studies, Maarten started working at Value Factory as a Legal Assistant. In addition to his work, Maarten is also active as a lecturer, sharing his knowledge and experience with others. In his free time, you’ll often find him at the gym, where he can channel his energy.
The Value Factory
You can have a good story, but conveying it effectively is another story altogether. For this, we have Jolanda Ravenek on our team. As the CMO, Jolanda is the brain behind the branding, marketing, and communication of The Value Factory and the companies in our portfolio. With her experience as a Director of Marketing in Retail, Transformation Manager, and Marketing Manager at a sustainable corporation, she guides our portfolio companies to position themselves clearly and attractively to the right target groups, thereby helping to realize their growth ambitions.
Background
Corporate Communications Erasmus University | Master International Communications Management University Utrecht | Bachelor Communications | Manager Corporate Branding Eneco | Manager Marketing & Communicatie Eneco | Programma manager Transformatie Eneco | Branding & Marketing Consultancy Ravelyn | Marketing directeur Lucardi |Head of Brand Moco Museum
Personal
Jolanda is an inquisitive individual who analyzes all aspects of your brand and offering from the customer’s perspective, and then translates this into a creative and decisive approach. This way, a distinctive and compelling story can be crafted that is effective with the right marketing approach. Like (almost) all Value Factory colleagues, Jolanda also runs in her free time. Those kilometers are for fun, and at home, she tirelessly runs around for her family with three children.
Alongside her Law studies at Erasmus University Rotterdam, Babette thoroughly enjoys working in the legal department at Value Factory. She also brings a background in marketing, helping to strengthen Value Factory’s visibility and positioning. She loves taking on new challenges and doesn’t like to sit still—always ready to go the extra mile and step in wherever needed. Offering help and support to others comes naturally to her.
Background
Bachelor in Law Erasmus University Rotterdam School of Law.
Personal
Babette is someone who is always on the move, both professionally and personally. Her passion for sports, especially field hockey, keeps her physically active. She also enjoys spending quality time with friends over drinks. In 2024, Babette spent half a year studying in Sydney. She is now focused on completing her degree at Erasmus University.
Sander has extensive experience as a business controller in both established and fast-growing companies (KPN, Beequip). With his finance background as a Register Controller, he provides entrepreneurs at Value Factory with insights into their company’s financial performance and forecasts. His approach starts with a conversation about strategy and potential choices before diving into the numbers. You can expect many questions about assumptions and expectations—because a goal without a plan is just a wish.
Background
Master’s in Economics at Erasmus University | Register Controller (Erasmus University) | Financial Modeling & Valuation (FMVA | CFI)
KPN (Accounting | Financial Control | Business Control – Accounting Specialist | Business Controller)
Beequip (Business Control | Pricing | Strategy – Business Controller)
Personal
Sander is naturally a curious enthusiast—when he dives into a topic, he wants to know everything about it. He uses his analytical skills to translate and structure the story behind the business. In his free time, he enjoys reading, socializing, and staying active through fitness and running.
Jacco brings the smart data factor to the Value Factory team. He knows better than anyone how to use technology, data, ICT, and AI to improve processes in the AgriFood chain. As CTO, he guides our startups in technical and process-bound innovation.
Background
Data Science and Analytics at Tilburg University | Data analysis Erasmus University Rotterdam | Master of Science Mechanical Engineering at Delft University | Internship on the reduction of fuel consumption of salt winning pumps in India – Practica | Onderzoek washer disinfector Erasmus Medical Center | Data Scientist Datagestuurd Asset Management Prorail
Personal
Jacco joined Value Factory as the third member. As a data scientist, he is always looking for ways to improve processes and systems through data, thereby accelerating the companies in our portfolio. Jacco is married, has four children, and is athletic. To the annoyance of his colleagues, he can easily and quickly run long distances.
Hadassa is the jack-of-all-trades within Value Factory. With her broad educational background, she is versatile in her capabilities. She is involved in legal, financial, and administrative matters, among others. She gets excited about putting things in order and frequently uses her skills for our portfolio companies.
Background
Bachelor in Business Erasmus University Rotterdam School of Management – Bachelor in Law Erasmus University Rotterdam School of Law
Personal
Hadassa joined Value Factory in April 2022 as a Junior Investment Analyst alongside her various studies. She is often busy, loves to tackle and persevere, and always goes the extra mile. Besides her studies and work, she is often found in the gym and gets very excited about traveling. Unlike her colleagues, she does not take up running.
Thanks to our strong network and a flexible pool of specialists, we always provide the right expertise and connect startups with the people and resources that accelerate their growth. Moreover, we serve as a talent incubator, ensuring that startups have the right leaders and experts not only today but also in the future.
Peter, medeoprichter van Value Factory, is een ondernemer met grote affiniteit voor ICT en techniek. Met een stevige basis in economie en bedrijfskunde en decennia ervaring als CEO van een succesvolle onderneming, zet hij zich via Value Factory nu in om kansrijke tech startups naar een volgende fase te brengen.
Background
Bachelor Economics Hogeschool Rotterdam |Bachelor of Business Administration (BBA) Hogeschool Rotterdam | Business & Managerial Economics Open University | F&A Manager Isolectra | Co-owner Vista+ | Founder and CEO Ledyears.
Personal
Peter houdt van impact maken, ownership en doorzetten. Zijn nuchterheid heeft hij meegekregen vanuit zijn jeugd in de land- & tuinbouwsector. Hij is jarenlang actief geweest in IT en internationale handel, en heeft ook in Singapore gewoond en gewerkt. Met zijn ondernemersachtergrond ziet hij altijd waar de kansen liggen. In 22 jaar bouwde hij zijn onderneming Ledyears uit tot een grote, internationale speler op het gebied van bedrijfsinformatiesystemen. Na de succesvolle verkoop van Ledyears startte hij samen met Johan Value Factory om impact te maken in AgriFood keten, en zijn expertise als ondernemer in te zetten voor andere ondernemers. Buiten het werk gaat Peter graag in zijn tuin aan de slag en sport hij graag.
The Value Factory
You can have a good story, but conveying it effectively is another story altogether. For this, we have Jolanda Ravenek on our team. As the CMO, Jolanda is the brain behind the branding, marketing, and communication of The Value Factory and the companies in our portfolio. With her experience as a Director of Marketing in Retail, Transformation Manager, and Marketing Manager at a sustainable corporation, she guides our portfolio companies to position themselves clearly and attractively to the right target groups, thereby helping to realize their growth ambitions.
Background
Corporate Communications Erasmus University | Master International Communications Management University Utrecht | Bachelor Communications | Manager Corporate Branding Eneco | Manager Marketing & Communicatie Eneco | Programma manager Transformatie Eneco | Branding & Marketing Consultancy Ravelyn | Marketing directeur Lucardi |Head of Brand Moco Museum
Personal
Jolanda is an inquisitive individual who analyzes all aspects of your brand and offering from the customer’s perspective, and then translates this into a creative and decisive approach. This way, a distinctive and compelling story can be crafted that is effective with the right marketing approach. Like (almost) all Value Factory colleagues, Jolanda also runs in her free time. Those kilometers are for fun, and at home, she tirelessly runs around for her family with three children.
Johan is medeoprichter en de man van de cijfers en euro’s bij Value Factory. Met zijn achtergrond in Finance als registeraccountant en consultant met uitgebreide M&A-ervaring staat hij onze investeerders bij in de creatie van een renderend portfolio. Onze startups ondersteunt hij als CFO in elke bedrijfsfase – van solide businessplan, gedegen groei, overnames tot verkoop.
Background
Certified Public Accountant (CPA) Nyenrode Business University | Executive Master’s degree Business Valuation Erasmus University Rotterdam School of Management | Certified Blockchain technology specialist INSEAD Executive Education | Accountmanager at Van Noord Accountancy and Tax Consultancy | Chartered Accountant at Visser & Visser Accountancy and Tax Services | Chartered Accountant at Drechtsteden Accountants and Advisors | Chief Financial Officer at Ledyears B.V. | M&A, Carve-out and Financial Integration consultancy at T-Mobile Netherlands.
Personal
Bij Johan wordt niets aan het toeval overgelaten. Het is een denker die alle aspecten goed analyseert. Mogelijke stappen en scenario’s werkt hij in hoog tempo uit. Nadat hij Peter hielp met de verkoop van Ledyears zijn ze samen gestart met Value Factory. In zijn schaarse vrije tijd houdt hij niet voor niets van een stevig boek en een goed gesprek met vrienden. Zijn hoofd leegmaken doet hij op de racefiets of tijdens het hardlopen. Hij neemt geregeld deel aan hardloopwedstrijden aangemoedigd door zijn vrouw en vier kinderen.
Jacco brings the smart data factor to the Value Factory team. He knows better than anyone how to use technology, data, ICT, and AI to improve processes in the AgriFood chain. As CTO, he guides our startups in technical and process-bound innovation.
Background
Data Science and Analytics at Tilburg University | Data analysis Erasmus University Rotterdam | Master of Science Mechanical Engineering at Delft University | Internship on the reduction of fuel consumption of salt winning pumps in India – Practica | Onderzoek washer disinfector Erasmus Medical Center | Data Scientist Datagestuurd Asset Management Prorail
Personal
Jacco joined Value Factory as the third member. As a data scientist, he is always looking for ways to improve processes and systems through data, thereby accelerating the companies in our portfolio. Jacco is married, has three children, and is athletic. To the annoyance of his colleagues, he can easily and quickly run long distances.
Hadassa is the jack-of-all-trades within Value Factory. With her broad educational background, she is versatile in her capabilities. She is involved in legal, financial, and administrative matters, among others. She gets excited about putting things in order and frequently uses her skills for our portfolio companies.
Background
Bachelor in Business Erasmus University Rotterdam School of Management – Bachelor in Law Erasmus University Rotterdam School of Law
Personal
Hadassa joined Value Factory in April 2022 as a Junior Investment Analyst alongside her various studies. She is often busy, loves to tackle and persevere, and always goes the extra mile. Besides her studies and work, she is often found in the gym and gets very excited about traveling. Unlike her colleagues, she does not take up running.
Sander has extensive experience as a business controller in both established and fast-growing companies (KPN, Beequip). With his finance background as a Register Controller, he provides entrepreneurs at Value Factory with insights into their company’s financial performance and forecasts. His approach starts with a conversation about strategy and potential choices before diving into the numbers. You can expect many questions about assumptions and expectations—because a goal without a plan is just a wish.
Background
Master’s in Economics at Erasmus University | Register Controller (Erasmus University) | Financial Modeling & Valuation (FMVA | CFI)
KPN (Accounting | Financial Control | Business Control – Accounting Specialist | Business Controller)
Beequip (Business Control | Pricing | Strategy – Business Controller)
Personal
Sander is naturally a curious enthusiast—when he dives into a topic, he wants to know everything about it. He uses his analytical skills to translate and structure the story behind the business. In his free time, he enjoys reading, socializing, and staying active through fitness and running.
Ishani is completing her Master’s degree in Finance & Investments, during which she is researching the ESG strategies of companies. Ishani supports our investment team with, for example, accounting, business analyses, modeling, and research.
Background
MSc Finance & Investments Erasmus University Rotterdam, RSM | BSc Business Administration at Erasmus University Rotterdam, RSM | Philosophy of a Specific Discipline: Economics at Erasmus University Rotterdam, ESPhil | Economie Docent Stanislascollege | Customer Relationship Agent AP-Moller Maersk
Personal
Ishani knows how to maintain an overview while simultaneously paying attention to detail – a skill she certainly learned as an Economics teacher in high school. In her adventures, she loves to explore and stays fit by boxing and playing tennis. Her passion for sustainability is not only reflected in her thesis research on ESG but also in her involvement with the various startups of Value Factory.
Martijn always works at the intersection of processes and entrepreneurship, focusing on societal relevance and people. He is a versatile project manager who provides guidance on process improvement and team performance to several of our companies from Value Factory. He is the Service Delivery Manager at Growficient and IT project manager at Dealin.Green. Additionally, he is the CEO of Fair Agro Food and a partner at FOGA Organic Gum, which aims to provide farmers with a better existence.
Background
Applied Sciences The Hague University | Theatre Producer Theaterfabriek, Stage Entertainment | Leading Organizational Changes SIOO Utrecht | Quality Auditor KVE | Mobility Analist, IT Project Manager and Manager Modernisation at Kone International | Teamlead project Services at AJS / AMEC | Project leader, Team lead and Service Operations Manager at QDelft | Service Delivery Manager at Aumatics | CEO Fair Agro Food | Partner FOGA Organic Gum.
Personal
Martijn appears to be a calm person who, as a scrum master, wants to bring structure everywhere. At the same time, he is a driven creative spirit who, due to his background in the theater world, can easily think outside the box. As a project manager, this creative flair is reflected in surprising solutions and refreshing insights for our project approaches.
Alongside her Law studies at Erasmus University Rotterdam, Babette thoroughly enjoys working in the legal department at Value Factory. She also brings a background in marketing, helping to strengthen Value Factory’s visibility and positioning. She loves taking on new challenges and doesn’t like to sit still—always ready to go the extra mile and step in wherever needed. Offering help and support to others comes naturally to her.
Background
Bachelor in Law Erasmus University Rotterdam School of Law.
Personal
Babette is someone who is always on the move, both professionally and personally. Her passion for sports, especially field hockey, keeps her physically active. She also enjoys spending quality time with friends over drinks. In 2024, Babette spent half a year studying in Sydney. She is now focused on completing her degree at Erasmus University.
Maarten is currently completing his Master’s degree in International Business Law, with a research focus on food labelling. He supports the legal team with tasks such as legal research, drafting contracts, and updating general terms and conditions.
Background
Bachelor in Business Administration at Rotterdam School of Management | Bachelor in Law at Erasmus School of Law
Personal
In February 2025, alongside his studies, Maarten started working at Value Factory as a Legal Assistant. In addition to his work, Maarten is also active as a lecturer, sharing his knowledge and experience with others. In his free time, you’ll often find him at the gym, where he can channel his energy.
Investment Committee
The Investment Committee plays a crucial role within Value Factory Venture by reviewing and approving investment proposals, ensuring that each investment aligns with our investment policy and strategic objectives. Additionally, the committee serves as a strategic sounding board for the Value Factory management team and contributes to the further development of our fund.
Guido Dubbeld
Ex- CFO Eneco
Financial | Duurzaamheid | Energie
Aart Duijzer
Ex-CFO Refresco
Financial | Fusies & overnames
Hans Kleijwegt
Ex-CEO Van den Bos Flowerbulbs & World Horti Center
Entrepreneur | Tuinbouw
Marian Wagemakers
Ex-CEO Dalco Food
Entrepreneur | Plantbased Food
Eric de Winter
Ex-CEO Floriway
Entrepreneur | Sierteelt | Logistiek
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Job openings
We currently have no open positions. However, you’re always welcome to send an open application via our contact form.
