Scaling in B2C

When does a startup actually become a scale-up?

For CRUSH, that tipping point seems to have arrived. With a growing presence at Jumbo, Delhaize and Carrefour Market stores across Flanders, the Belgian food company is reaching an increasingly wider audience. For co-founder and CEO Lynn Verstrepen, this growth represents more than expanding retail distribution — it marks a new phase for the company, bringing both new opportunities and new scaling challenges.

Lynn Verstrepen is a bioscience engineer, trained chef, and co-founder and CEO of CRUSH, a Belgian food company combining gastronomy with healthy and nutritious convenience food. Together with chef Pascal Vanneste, she develops ready-to-eat meals centred around vegetables, pulses, herbs and spices, with the ambition of bringing together health, great taste and convenience.

CRUSH recently made the transition from startup to scale-up, and growth is accelerating. Its products are now available at Jumbo, Delhaize and Carrefour Market stores across Flanders. For Lynn, this growth is not only a commercial milestone, but above all another step towards making healthy, flavourful meals accessible to a wider audience.

Lynn will share CRUSH’s entrepreneurial journey and her experiences of making the transition from startup to scale-up during Bistro Effixtée at FXT26 on Thursday, 24 September, from 18:00 onwards. Her session: “Scaling a B2C Startup.”