Wouter Staal

Wouter Staal is a pioneer in climate-positive entrepreneurship and the founder and CEO of YB (formerly Yoghurt Barn). After his role as a corporate commercial leader at Philips and Nike, he decided to change direction and become an entrepreneur. What started as a wild idea has grown into an emerging global brand. Now, Wouter uses his knowledge and experience in climate-positive business, B Corp certification, plant-based food, and ESG impact (environment, social, governance) to help other companies accelerate their own sustainability efforts.

First Climate-Positive Food Business with B Corp Certification

YB is the first company in the Netherlands to be climate-positive and the first foodservice company to be B Corp certified. With this, YB leads the foodservice market as a sustainable frontrunner. Wouter aims to make YB the planet’s favorite healthy pleasure and has set a goal to be the category leader in plant-based breakfast, lunch, and snacks for all of Western Europe by 2025. This journey has not been without challenges. In his lectures, Wouter shares his entrepreneurial experiences: from the highs and lows to dealing with a bankruptcy and bouncing back with a clear vision.

Handy Tools for ESG Workshop

From his experience with YB as the first climate-positive company with B Corp and Social Enterprise certifications, Wouter takes participants through all the abbreviations coming from the EU that businesses need to consider. With his hands-on experience and through advising C-level executives at retailers, NGOs, foodservice companies, caterers, and manufacturers, Wouter provides practical examples of how to approach CSRD, ESG, GHG, SBTi, and emerging "Green Claims." What is double materiality? What green promises can you still make? In this workshop, food companies will receive actionable tools to create or refine their policies. Participants will also work on a case study during the session, making it even more realistic and practical.

System Change

But Wouter's mission goes far beyond sustainable entrepreneurship. He is committed to system change, linking legislation and business strategy to tangible actions. His goal is to reduce your company’s footprint (what you leave behind on this earth) in balance with consumer and commercial value as quickly as possible. Companies should not only reduce their ecological footprint but also increase their positive impact, their "handprint," by transparently sharing sustainability initiatives. This leads to stakeholders adopting these initiatives, creating a larger impact.

Sustainability has no competition. It's about reaching the goal together, with the execution and communication aligned with what your company stands for, providing you with a distinct competitive advantage—not just having sustainable goals.

Wouter advises the entire food market, including wholesalers, supermarkets, caterers, restaurant chains, and food and tech suppliers. In his advisory role, he discusses what the goals and strategies should be in alignment with the organization’s ambitions.

5-Step Handprint Model

In addition to strategy, Wouter has developed a 5-step handprint model to implement the strategy within your organization. Because strategy is one thing, but execution is another. This often requires a complete 180-degree shift in almost every discipline and is not just another innovation project. It’s not a sprint but a marathon with focus, focus, and focus—led by both the CEO (walking the talk) and the entire organization beneath. The five steps are based on "measuring and reducing, investing, learning, collaborating, and communicating." From creating an academy around "learning, inspiring, and activating," to applying an Internal Carbon Pricing system, an Incubator program, and collaborating with NGOs to gather feedback. Your entire organization will need to breathe sustainability and undergo behavioral change. This requires time, energy, and perseverance.

Organizations that ultimately grasp this will be able to create a new form of competitive advantage and expect both ecological and economic success. But not one more than the other—they go hand in hand.

Wouter as a Speaker

In his interactive talk, Wouter holds up a mirror, but also shows what individuals, entrepreneurs, or employees can do to initiate behavioral change. This creates awareness and ultimately the much-needed system change. Today, YB is a cooperative with 900 co-owners who share in Wouter and YB’s mission and vision: to make the world better, bite by bite, for future generations. "Good food, great impact" is his motto. His story is personal, pure, infectious, interactive, and thought-provoking.