Speaking exclusively to Femail, he said: ‘For eight generations, my family owned a farm in the Dutch countryside. I took over my parents’ farming business and switched to an organic agricultural system.
In the 1990s his family farm, like so many others across Europe, found itself in the grip of mad cow disease and Jaap was forced to store tens of thousands of animal carcasses. The experience put him off beef and in 1998 he turned vegetarian.
Twelve years later Jaap launched a range of meat-free products under the name The Vegetarian Butcher and now hopes to become the world’s biggest veggie butcher.