What if the easiest choice was also the best one? Bas Dijkstra is on a mission to make that a reality. As Co-Founder of LAZY—the laid-back answer to your active life—he’s helping turn plant-based eating into the default: easy, tasty, joyful, and nutritious. No compromises. No friction. Just food that fits. Before stepping into entrepreneurship, Bas built his commercial and innovation muscle inside global FMCG players like Douwe Egberts and PepsiCo Food, working across marketing, business leadership, and product innovation. He pairs that corporate experience with a creative edge, shaped at Erasmus University Rotterdam and sharpened at THNK School of Creative Leadership.

Today, Bas calls himself an impact entrepreneur—focused on driving positive change for people, planet, and animals. Talking AND doing. Outside of LAZY, you’ll find him in nature, in the garden, or mid-game at the table tennis table (challenge accepted). Lately, his curiosity is pulling him deeper into regenerative farming—exploring how the next wave of food innovation can restore, not just sustain. Because for Bas, the future of food isn’t just plant-based. It’s better by design.