The story behind Rice Mice, in a nutshell, as told by Monica (director and owner of Marthomi):
“In 2008, I founded Marthomi Allergy Free Foods in 2008 in Holland. One of my three children suffered from multiple food allergies and intolerances (milk, egg, peanuts, nuts, soja and many more). Back then, there were hardly any food alternatives, especially of the things that all kids love, like sweet treats.
I did a lot of market research and after long and careful consideration I decided to quit my existing career in order to spend all my time and energy on the topic ‘treats for children who suffer from food allergies’.
I set my goals very high: The products had to be free from all 14 EU recognized food allergens, each product should be vegan, only organic ingredients would be used and these should be from fair and sustainable sources. I insisted that the production environment should be professional and certified to best food production standards, it should be possible to scale to large quantities and cross-contamination of allergens should be excluded as far as possible. On top of this, the products should taste great, the packaging should appeal to the target market and the product end-price must be in a fair range.
In 2008 (and even today) it was extremely challenging and ground-breaking to fullfill this list of requirements. I was told, more than often, by experienced international food production experts, that it is simply not possible to do all of this. My enthusiasm and firm belief in my concept paid off and I found and convincend several partners to work with me. In May 2009 I won a prize ‘Most Promising Innovative Entrepreneur’ at the Innobiz European SME Week 2009 in The Hague. (The video-interview will be posted at a later stage).
The best and most fun part was the creation of new and suitable recipies. Towards the end of 2009 I finally had the first pallet of Marthomi’s first product: the Zero Zebra Rice Choc Bar Original, complete with all the attributes I set out to achieve and without compromising on anything!
A few years ago, Marthomi has been converted from a dutch BV to a german GmbH company. The company has two unique own brands (Zero Zebra and Rice Mice) and we service our loyal customers throughout Europe.
We have many more plans for the future….”