Episode 81: Doen Ventures: Tom Doornik on the Regenerative Economy and why VCs are wrong to ignore Consumer Brands
In this episode, I sit down with Tom Doornik, Investment Associate at Doen Ventures, an Amsterdam-based early-stage impact VC backed by the Doen Foundation. Tom walks us through their thesis on the "regenerative economy" and why they write €350K to €700K pre-seed and seed checks for both B2B enabling tech and B2C sustainable brands across the Benelux, DACH, and Nordic regions. We dive deep into their recent investment in Koppie, a Belgian startup creating a single-ingredient coffee alternative from fermented legumes. Tom explains how Koppie bypassed the heavy CapEx trap by seamlessly integrating into existing coffee supply chains and CDMOs, allowing them to compete on price immediately amidst massive global coffee supply shortages.
🎧 Listen to the full episode to hear how Tom navigates the regulatory labeling challenges of alternative coffee and why Doen Ventures actively seeks out impact-driven FMCG brands.
Key Facts Doen Ventures:
Goal: To invest in the "regenerative economy" (from regenerative agriculture to the blue economy), focusing on restoring harm done to the planet rather than just incremental resource efficiency.
Milestone: Actively managing a portfolio of nearly 70 investments and deploying €350K to €700K initial checks (with multi-million follow-on capacity) across Northern Europe.
Alex’s Top Findings:
The Ultimate CapEx Hack: Supply Chain Interoperability. Doen Ventures didn't just invest in Koppie for the science; they invested because the commercialization path was hyper-efficient. Koppie's legume-based coffee alternative utilizes standard off-the-shelf roasting machinery and downstream CDMOs. By acting as a seamless "drop-in" product, they avoid the multi-million dollar VC death trap of building a proprietary factory, keeping their unit economics at true price parity. "They don't need to build their own factory or production line. They can work with existing parties that have the machinery to get production going. And I think for the phase they're in, that's a huge advantage because... it lowers CapEx requirements, therefore funding requirements. And it just makes the whole funding play way easier."
The "Systemic Change" LP Structure. Because Doen Ventures is part of a foundation, they aren't bound by traditional GP/LP return pressures that force VCs to chase quick SaaS multiples. This allows them to focus purely on "systemic change." They define impact not just as resource efficiency (doing less bad), but true regeneration—actively restoring degraded soil health and relieving the ecological pressure caused by the global coffee supply chain. "We don't have a very typical GP/LP structure. We have money that is aimed at realizing systemic change... The way we look at impact is regeneration, meaning how can we actually restore or regenerate the harm that we have done over the years."
The Contrarian Bet on B2C Consumer Brands. While the vast majority of FoodTech VCs are currently running away from consumer brands (favoring B2B ingredients), Doen Ventures is actively leaning in. Tom highlights that systemic change requires mass consumer adoption, and dismissing brands as mere "marketing wrappers" ignores the necessary reality of actually selling the transition to the end-user. "We're really looking for consumer brands as well. I think for many investors, there's quite some doubts or hesitancy about brands, seeing them more as marketing wrappers and we actually see them as a very valuable tool to drive impact because in the end you need to convince consumers."