From Zero to Acquisition: Tessa van Meerten's Foodprepper Story

Dr. Niklas Richter · 2026-06-25

### Turning Crisis into Opportunity April 2020. The company where Tessa van Meerten worked went bankrupt due to the pandemic. That same month, she launched Foodprepper -- a meal box service for busy families who want healthy dinners without the hassle. Her starting capital? Zero dollars. Fast forward to today, and Foodprepper delivers across all of Flanders and Brussels. In 2024, it became part of Smartmat, the parent company behind Foodbag. Tessa's journey from a failed corporate job to a successful acquisition is packed with lessons for any entrepreneur who's ever doubted whether a dream without funding can survive. ### The Idea That Almost Didn't Happen Tessa admits the idea didn't come fully formed. It started as a vague feeling that something was missing for families like hers -- people juggling work, kids, and life, who still wanted to eat well. She spent weeks talking to friends, neighbors, and even strangers about their cooking habits. That's when the concept clicked: a meal box that's not just convenient, but genuinely healthy. In the early days, she did everything herself. From sourcing ingredients to packing boxes to handling customer emails, Tessa was a one-woman show. And like many first-time founders, she never valued her own time. "I thought working 80-hour weeks was normal," she says. "I didn't realize I was burning out until I hit a wall." ### When Intuition Isn't Enough For a long time, Tessa ran Foodprepper on gut feelings. She trusted her instincts about what customers wanted and how to grow. But as orders increased, so did the complexity. She realized that scaling without external investment was impossible. The numbers weren't adding up. That's when she made a crucial shift: she started leaning on data instead of intuition alone. She learned to track unit economics, customer acquisition costs, and churn rates. "It was uncomfortable at first," she says. "But the numbers showed me where I was bleeding money and where I had opportunities I hadn't seen." ### Finding Her First Investor Tessa's first investor didn't come from a pitch deck or a fancy networking event. It came from a casual conversation with someone who believed in her mission. She learned that investors invest in people first, ideas second. She focused on building trust and showing traction, even if the traction was small. The investment allowed her to hire her first employee and automate some processes. But it also came with strings attached -- she had to let go of control in certain areas. "That was hard," she admits. "I had to trust someone else with my baby." ### The Road to Acquisition By 2023, Foodprepper was profitable but hitting a ceiling. Tessa knew she needed a bigger partner to reach the next level. When Smartmat approached her, she saw an opportunity to scale without sacrificing quality. The acquisition in 2024 gave her access to a national distribution network, a larger team, and resources she could only dream of. Today, Tessa works on the business, not just in it. She focuses on strategy, product development, and partnerships. She's also learned to navigate the dynamics of being inside a larger organization while keeping the startup spirit alive. ### Lessons for Entrepreneurs If she had to start over, Tessa says she'd do three things differently: - Value her time from day one and set boundaries - Hire for strengths she lacks, even if it costs money - Trust data over gut feelings, but don't ignore intuition entirely She also emphasizes the importance of resilience. "There were summer dips when orders dropped and I doubted everything," she says. "But those moments taught me to pivot, not quit." ### A Final Takeaway Tessa's story is proof that you don't need a ton of money to start a business. You need a clear problem, a willingness to learn, and the courage to ask for help. Whether you're a junior employee dreaming of something bigger or a seasoned entrepreneur facing a crossroads, her journey offers a roadmap. If you're curious about trying Foodprepper, use the code ONDERNEMER45 for $16 off your first three orders. (That's about 15 euros converted to USD.) But more importantly, take Tessa's advice: start small, listen to your customers, and don't be afraid to pivot when the data tells you to.