Great reading: the book about De Vegetarische Slager
An ex-cattle farmer and butcher’s son who converted to vegetarianism—that is, very briefly, the story of Jaap Korteweg, better known as De Vegetarische Slager. His book is coming soon, and it’s just as juicy as a loaded burger.
Ten years ago, visionary Jaap Korteweg foresaw the current veggie/vegan boom. Everyone thought he was crazy. Just that name: De Vegetarische Slager. There was no better way to rile up both committed vegetarians and carnivores. And yet, according to the United Nations, from 2050 onward we will need an extra planet to feed our planet. Jaap didn’t feel like reading all kinds of gloomy reports, nor passing judgment on them; he wanted to do something about it. And now there’s no turning back.
As a farmer, he saw up close how his great love of meat came at the expense of animals, people and the planet. He is convinced that plant-based meat alternatives, indistinguishable from animal meat in taste and bite, can make keeping animals unnecessary and save life on Earth. How? Quite simply, by becoming the world’s biggest butcher.
Delicious fake meat
The butcher’s son is down-to-earth and modest, but also ambitious and headstrong. Someone who is blind to obstacles, yet always sees his opportunities clearly. A simple man with a not-so-simple dream: getting people to eat vegetarian meat. Delicious meat; chicken, steaks, smoked sausage—everything he himself loves as a meat lover—but without an animal being involved.
Together with marketing executive and politician Niko Koffeman, whom he happened to meet at a campsite, he started the butcher shop of his dreams. His plant-based meat is the future and is now sold in dozens of countries.
Failures and secrets
Writer and investigative journalist Jeroen Siebelink (he previously wrote The world-shaking and irresistibly delicious story of Tony’s Chocolonely) takes you in this book on the unforgettable adventure of a small group of pioneers who, strengthened by Jaap’s mission, dedicate themselves every day to a world without animal meat. As you read, you become part of De Vegetarische Slager’s dream, struggle, failures, tactics, secrets, perseverance and ultimate success.
The book De vegetarische slager will be published by Xander Uitgevers on 5 March and costs € 21.99.
Read also:
