Verstegen, a well-established Dutch family business since 1886, is known for its high-quality herbs, spices, marinades and sauces which have become staples in homes and restaurants across the Netherlands and beyond. Currently embarking on an exciting repositioning phase, Verstegen is not only refreshing its visual identity but also amplifying its commitment to sustainability and meaningful connections with consumers. Leading this transformative journey is Jeroen Provoost, Verstegen’s Chief Marketing Officer. In this interview, he delves into Verstegen’s new brand positioning, the strategic decisions behind its latest campaign, the integration of B2C and B2B branding, and the role that AI has played in inspiring this new direction.