That day I remember as it was today. It was typical Danish Monday in November. Rainy, dark, faded and I was on my way to work. Not a fancy situation, right?

At that time, I was working in a sushi restaurant. Some might think that it is not so bad position to be a ‘’sushi chef’’ preparing luxury looking food for wealthy people but the problem is, that I was dishwasher, which pretty much means – scum for everything.

In that rainy Monday I was hungry, waiting for my train, thinking about the food that I am going to buy before work. I was already late so I had to choose fast-food, but at that time I was quite in a ‘’good shape’’ (still am :D) and I didn’t want to eat a junk food. On the other hand I knew, that only apple or banana won’t full me enough. Then the dots in my head got connected: (on my way to work) Sushi – (I was already late) Fast – (Good shape) Healthy = FRUIT SUSHI.

At that moment, I forgot about hungriness and started google some information about this hybrid idea. I found a video with some Japanese granny rolling fruit to the rice but not any other mark about it. I said that to my friend Jiri and he actually liked it. Our first attempts didn’t look so fancy as you can see, but we didn’t loose the enthusiasm and kept going. Currently we are cruising around Copenhagen with our food bike, making frushi for different kinds of parties, events, graduations and attending start-up events because our long-term goal is to open a chain of frushi ‘’fast-food’’ restaurants. Nowadays I am not working at the sushi restaurant anymore but without this experience, I would have never even think about sushi in connection with fruit.

Every cloud has a silver lining.

Meet FRUSHI at CBS Entrepreneurial Day 2017!












By: Jiri Vacek, FRUSHI

Sometimes they say that our generation (also known as millennials) is a generation that is sometimes very restrained in terms of productivity and hard work. We got used to the convenience of the Internet and all its benefits that comes with it such as home-office, working while travelling etc. All of these benefits sound great until one has to perform.

As I have discovered during the time I started my own business, it is 24/7 responsibility because no one else will take care about certain things apart from you. Even more hard it becomes when you are a student and you have to combine all your responsibilities together. As we are in a food industry business, it requires a lot of work since buying the ingredients, making the FRUSHI, taking our bike and look for an ideal place that would be the most suitable for the particular day. Sometimes it is very hard to balance all of the activities that are needed in order to study and keep the business running.

In my opinion, what one needs is a well-structured plan, that personally helped me very much. As I am a structured person that needs to have everything scheduled it was vital for me to write things down and build the well-needed self discipline in order to keep up.

However, there is certain need of reasonable thinking and prioritizing needs to work as well. Sometimes it is not possible to make both things work at the same time and that’s the hard time when we have to decide what will we focus on.

In order to sum up, I would say that the most important thing when running a business while studying is to be focused on the long-term goal and be persistent. Sometimes it is very difficult but at the very end of the day, sit down and enjoy the feeling of the productive work done.



Testing, testing, testing… This is the phase where Plantybox is at right now.

It has been a really long walk until the Plantybox team finally decided that it’s time to dive into testing ideas in the real world. Our idea has been in the process of development for a longer period of time. As with all ideas, it was necessary to first sit down and discuss all the aspects of the idea and what needs to be done. After establishing what the products might look like, we started with an online market research of competitors, trends and figuring out the whole supply chain.  It sounds like an easy job, however, this phase sometimes takes the longest period for a number of startups. And many of them are actually stuck in this phase and cannot get out of the circle of never ending discussions and looking for more and more information.

Every person you meet while you are working on a startup idea asks you whether you have already tried the product with actual customers or it is still just an idea in your head. And Plantybox was one of the cases where everything was happening hypothetically until the circle was broken by finally saying goodbye to all the sitting in the office and getting out there.

It is not easy and sometimes a bit scary. All your ideas are turning into real products that are tried and judged by your potential customers. On the other hand, you learn so much from it compared to your online research. You get so many useful and crucial information by offering the product to your potential customers who try the product in front of you and you can see their reaction and get a real feedback to your work.

It is really necessary to get out there and see what works and what does not. Just during the first testing day, we found out a number of things that needed to be improved, so the next testing could bring better results.  And with all this testing, failures, analysis, improvements, you are getting closer and closer to the almost final picture of your product. The word almost is used, because you can and want to improve your product all the time, but at some point, you need to say enough and actually try it out.

So, just get out there and see whether the idea you work on so hard, has actually a potential and is able to satisfy the market and the customers. If not, adjust and improve, but this is the whole point of the testing.

Every startup is different and is facing various challenges. This might not be the most suitable approach for everyone, but this is how Plantybox is doing it and as they are saying, we learn based on our own mistakes, right?

Just some small tips that we learned on the journey:

  • Listen to your gut. If you are not happy with what you do and where you are heading, do not do it. Your dissatisfaction will be seen in your work and it will not bring you where you hope to get until you do something for it.
  • Be open to the ideas of others, you do not know where and when you can get an inspiration. It is always really good to listen and talk to as many people as possible because you never know who has the answer for a problem that you are trying to solve for a long time.

Meet Plantybox at CBS Entrepreneurial Day 2017!



We are Julia & Brigita, the founders of Plantybox. It took us a while to get here and it all started with a significant meeting in the center of Copenhagen, where we found out we both studied at the same university for 2 years (but never met) and were both new to eating plant-based (in other words; vegan). One thing was pretty clear to us from the beginning: we wanted to raise awareness about the benefits of eating plant-based and help people eating this way, because to us, it had been the best decision of our lives.

For anyone not familiar with a plant-based diet, it’s a diet that excludes meat, fish, dairy products, and eggs. Benefits are not only health related, but a plant-based diet is also beneficial to the environment as well as animal welfare.

Once we became aware of these benefits and all the misleading information there is to be found in the media and the internet, we wanted to just scream it off the roofs and tell everyone about it but that is of course not how it works. Instead, we put our forces together and decided we wanted to help everyone to get started with eating more plant-based meals. Our goal is to introduce more whole-foods (fruits, vegetables, grains, beans, nuts, seeds etc.) into people’s lives and help them take care of their own health.

There is a lot of misconception and negativity around the vegan diet and even though it might not be the right choice for everyone, we believe that it is the right health choice for many. Everything we do and say is based on diverse research that shows how you can prevent and reverse lifestyle diseases (e.g. diabetes, high blood pressure, heart disease and various cancers) by eating a whole-food, plant-based diet.

Eating a few plant-based meals a week will not only put you on the right track to health, they will also help to make this planet a better place (by reducing carbon emissions and your carbon footprint).

At the moment we are facing the challenge of how to best deliver our meal box, workshops and products to the people. It started with questionnaires and focus groups, but lately, we have also been out in the streets to test our products with potential consumers. We want to know as much as we can from potential consumers so we can help their journeys the best way possible. We still have a long way to go but during this time it is bringing us so much joy to serve people delicious, plant-based foods!

Eat fruit, not friends.

Julia & Brigita. Plantybox.