Coffee grounds into craveable food? That’s not a gimmick. It’s a blueprint. As Commercial Director at GRO, the Dutch circular food brand (part of SnackWise), Wouter Muis is helping turn waste into opportunity. GRO develops plant-based products from locally grown oyster mushrooms cultivated on upcycled coffee grounds—closing loops while opening minds. Wouter leads GRO’s commercial strategy, partnerships, and market expansion, scaling sustainable, great-tasting solutions across foodservice channels—from catering and hospitality to healthcare. His focus? Making circular food the easy choice. Accessible. Scalable. Delicious.

With a background in Marketing Management from Rotterdam School of Management and international experience in business development and e-commerce, Wouter brings both structure and entrepreneurial energy to the table. He understands markets—and how to move them. Driven by a strong commitment to accelerating the protein transition and advancing the circular economy, he is building more than a brand. He’s building proof that sustainability and commercial success can grow from the same soil. Because the future of food isn’t just plant-based. It’s circular.