Interview with Lucas IJsbrandy

Congratulations on Beyuna’s 5th anniversary. How did you go from being an organisation selling food supplements through a network marketing distribution system to a Beyuna movement with such a strong social context?

“That’s a very interesting question. There are a number of important factors at play here. Firstly, Beyuna’s quality criteria are as high as they can be. This mission has been taken up by my friend Paul Gebbink, Chief Research & Product Development, who is intensely passionate and takes a great interest in all the latest developments.

The social context that goes with this necessarily includes touching on issues like agricultural policy and strategy. Developments such as the use of GMO, pesticides, DNA technology and so on require a critical position. It affects everyone’s health. The production process of our food chains, the factories, the distribution process and, last but not least, the role supermarkets play, all have a significant impact. According to the World Health Organisation, a full two billion people across the world are overfed and have a demonstrable deficiency in micronutrients, with all the medical consequences that entails.”

You’re describing a very broad social issue. How do you think Beyuna can play a role here?

“It’s going to take decades before we reach our desired end goal fully. Until then, Beyuna and its products offer an answer as to how micronutrients can be provided.”

Quality and price usually go hand in hand. Do you think Beyuna’s high-quality products are obtainable by everyone?

“That’s my second point. As well as offering high-quality products, Beyuna also seeks to give people direction, looking at how they can develop to a level at which they feel autonomous. The Beyuna concept is about redistributing money. Though we opted for a network marketing system to distribute our products, we’ve taken out all the negative aspects that previously were part of network marketing systems. The beauty of this system is that Beyuna gives you the opportunity to communicate with it distributers or users. Beyuna products need to be outlined and explained. The concept itself also has to be explained, as it’s relatively unknown in Europe. That’s why we set up the Beyuna Academy, allowing us to train and support everyone who needs it."

What does the future look like for Beyuna now the groundwork has been laid and a large group of well-trained distributors are ready to get to work in Europe and America?

“Beyuna has a clear vision for the future. The world is heading to a new order in which people make a difference to one another rather than shareholders optimising their return to society’s detriment. This transition will involve core values with people at their heart. The Beyuna concept has all the qualities needed to play an important role in this. The financial bearing strength Beyuna offers its distributors allows them to make conscious choices to promote sustainability, as well as creating financial autonomy for themselves. It gives Beyuna the opportunity to add products to its range which fully contribute to a better world. This completes the circle, so that together we can create responsible consumer behaviour in which the right choices are made. Suppliers in this supply chain will follow consumer’s behavioural lead.”

It’s unusual for organisations in this market segment to make their financial interests secondary to a higher social aim. How do you think things will look in five or ten years?

“It’s really a win-win situation. It’s about the right choices, but as I touched on earlier it’s also about the financial security of our consumers and distributors. Beyuna is a transparent organisation which is accountable to its users as it explains and backs up its choices. If we join our heads to think about where this can bring us, I’d just want to echo our slogan: Designing a world where people come first. This gives us a timeless framework where we can develop as an organisation. Lastly, we’ve developed a concept in which everyone who wants to take part can really make the most of. Issues like pensions, old age care, educating children, financing healthcare costs for those we’re close to, choices relating to energy, CO2, plastic across the globe, and so on, are all achievable through this. There’s strong commitment at all levels to look for sustainable solutions together. Unfortunately, the measures needed are often delayed or adjusted because the financial costs of the solutions require too big an investment, or are passed on and ultimately paid by consumers who can ill afford them.

The Beyuna concept responds to all these issues, beginning with preventative healthcare and a financial model made to match that. Following through on this would allow us to solve a great number of these issues using the Beyuna concept, which is perfectly positioned to make a success of this transition. I’d like to invite everyone to get involved in the Beyuna movement.”