His love for wine was kindled many years ago by his brother, now one of the leading experts in Holland. It is therefore not surprising that when Jeroen decided it was time to return to the world of business, he hit upon the idea of opening a wine shop. Though there are already a few such shops on the island, this is one with a difference. Most notably, he aims to stock as many wines as possible from companies who are committed to sustainable methods of production. This may mean, for example, using grapes which are not sprayed with pesticides, or grown on soil which is naturally enriched, rather than full of industrially produced nitrates. It may also mean that wider environmental issues, such as the need to restrict water usage, are taken into account.
Some of the wines are labelled 'organic', and some companies are still working towards achieving this status, which involves very strict criteria, can be costly, but ultimately ensures very high purity of the product. Those who have tried organic wine in the past may have been very disappointed – as Jeroen points out 'it is one thing to have the right ingredients, it is quite another to know how to turn them into something special'. But fortunately he has a 'hotline'. His brother tastes over 7,000 wines a year, and keeps Jeroen informed about the very best. It is interesting that an increasing number of them happen to be organic.
to buy an excellent wine for 30 euros but it is much more difficult to buy a good bottle for between 5 and 10 euros'. So he has prioritised tracking them down, and 75% of his wines fall within this range. He stocks wines from all over the world and presents them in user friendly categories, such as: 'Stimulating and Refreshing', 'Juicy and Fruity', 'Sultry and Seductive'...
Despite having expertise and experience at his disposal, Jeroen shuns wine snobbery. His philosophy is that either you like the wine, or you don't', and he positively welcomes people to come in and taste. He understands that people may not want to waste money on wines they don't know, and therefore wants to make it easy on every front.