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      "text": "<p>Lieven Vanlommel is a Belgian entrepreneur who sees opportunities where others see problems. Thirty years ago, he already believed in ultra-fresh food - then still a niche market - and built Foodmaker into one of the most distinctive European brands in the food sector. <em>No Filter</em> follows his entrepreneurial journey: from the first salad bar concept in 1996 to the development of a European brand driven by one ambition: to make healthy food as accessible as fast food.</p> <p>This is not a traditional marketing book, but an honest account of nearly thirty years of entrepreneurship, taking risks and scaling a business. The book also features collaborations and stories with ambassadors such as Jeroom, Tom Boonen, Stefan Everts, Jeroen Meus, Kim Clijsters and Tia Hellebaut.</p> <p>&nbsp;</p> <p><em>\"Lieven refused to let me invest in his company. I understand him, though, it could have undermined our friendship.\"</em> <br />- Stefan Everts, ten-time world motocross champion</p> <p><em>\"Lieven has just the right mix of craziness and determination to make it work. With him, it's always all or nothing, just like in elite sport.\"</em> <br />- Tom Boonen, world road cycling champion</p> <p><em>\"The response during and after the Covid crisis turned Foodmaker into a successful Belgian company in multiple markets and a highly sought-after partner for retailers and food businesses, including some of the best in the world.\"</em> <br />- Xavier Piesvaux, former CEO of Delhaize</p> <p><em>\"Foodmaker feels like a second family. That says a lot about how sustainable the company is.\"</em> <br />- Tia Hellebaut, Olympic high jump champion</p>",
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