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The beginning

Just eaten, a bit full, bloating, we were wondering “how is it possible that you spend at least half an hour in the kitchen and it’s gone in 10 minutes.” We laughed about the fact that there were even family eating competitions in the past, because if you didn’t eat fast enough, everything was gone. All in all, the conclusion was that we grew up with the idea that your plate should be empty and that it shouldn’t take too long. And it stayed that way later, because busy, busy. No time to waste.

Still, our conversation lingered, and frankly, it was a recurring theme at the table. And as it goes, suddenly you read more and more about it. That’s how I read of the 20-20-80 minutes norm. You have to spend at least 20 minutes on your meal, because only after 20 minutes does the satiety level go to your brain. Oops, we didn’t get to that for a long time.

The idea is also to chew a lot, so chew no less than 20 times per bite. This way you naturally eat more slowly and that way your body is better able to pass on signals that food is coming and to digest it optimally.

And if you also eat 80% of your normal amount, you’re doing great. Because then you know for sure that you are sufficiently saturated. There’s even a saying for it in Japanese, hara hachi bu. This comes from the island of Okinawa, where they follow the good habit of Confucius who said that you should stop eating when you are almost full, about 80%. The people of Okinawa Island are the healthiest and oldest people in the world. The island has more people over 100 than anywhere else in the world.Mmm, no, that was not our eating habit at home. Well-motivated, we decided that things had to change. Eating more slowly and give more attention to what you’re eating. That went well for a week. We were certainly at 15 minutes dining time and I must say it was a real revelation. Not only was it very pleasant, but we also noticed that you taste much better than if you eat more quickly. Take it easy, the new motto. But, normal life caught up with us and we went back to 10 minutes diner time. Although we often talked about slower eating habits.


The change

At that time I read a lot about how you can influence behavior. One thing is certain, simply saying that things have to be done differently (as we actually did) usually doesn’t work. Often habits are really ingrained. So you have to come up with something that will subconsciously change your behavior. This way it takes no effort and the chance that it really works is the greatest. So that’s how I started to think back step by step about how we eat. Instead of eating, I started looking at what you actually. Yes, it drove them crazy. Big plates became small plates, with a little effect, without effort. The pans went off the table. Also a little effect. And we decided, the regular cutlery is out. We are going to eat with small children’s cutlery. After all, this way you eat much less easily, you eat more slowly and more thoughtfully.And yes, it was all true! But eating should also be pleasant and family time. And this was a children’s cutlery. And not something you give friends. The habit stopped, children’s cutlery went back in the drawer.


The idea

But the idea never left me. And then I got in touch with Thomas, a 3D developer. He designed completely different products for the 3D printer. And now I asked him to make a cutlery. Together we set to work. I wanted special cutlery, the content of  children’s cutlery, but the look and elegance of a beautiful designer cutlery. We were looking for the ideal balance between length and cover size. And in the end we had it printed.The result was a completely different cutlery than you would expect. Spacy. Could be in Startrek. I showed it to consumers and profesionals. Dieticians, nutritionists. And they all said. Great idea, but the design is a bit weird. Nobody wants weird. You just want to feel beautiful, chic and happy. Only then we will use this cutlery.So, back to the drawing board. The proportions were right, but a great layer of elegance had to be added. This cutlery had to be so beautiful that you could even take it to a restaurant! Motivated, Thomas and I went back to the drawing board. We found that the handle needed to be slimmer and twisted. We also added a pronounced centerline that feels nice in the hand. We had the latest prints examined and the consumers were super enthusiastic and curious! Yes, they wanted to try and buy this. At that time I had already been working on my idea for about 2 years, so no one thought that anything would really come of it. At home, the cutlery was the conversation at the table, but you couldn’t eat with the printed cutlery.


In production

Via via I came in contact with a factory that was open for production for a company that did not yet exist. They gave some design tips that would make production easier and they suggested producing the cutlery in multiple colours. But first was a pilot production. By now it was already 3 years later than the first idea. Friends wondered if it wouldn’t be better to stick to a nice idea. But I still had the same enthusiasm for this cutlery. It didn’t bore me. This solution just had to come. After about 6 months, the first specifications of the trial production arrived.Yes, it worked. You ate slower with it. Consumer tests proved it. We ate with it at home. Our own cutlery was cleared away and never came out of the box again.


And yet, I was not satisfied. It wasn’t as fancy as I expected. Something was missing. Friends wondered if I had lost my mind, but I went back to work with Thomas anyway. The design had to be modified. The proportions were good, but this had to be cutlery that you eat with love. Because it has fine proportions, because it eats well, but also because it is horribly beautiful.In the meantime my contact person at the factory changed, they were willing to think along with me, but I still had to purchase a considerable minimum order quantity. And, meanwhile, the price of raw materials rose. A high investment. However, consumer testing has been overwhelmingly positive. Not only did the cutlery do what it was supposed to do. You ate slower with it. But you also ate well with it. People thought it was beautiful, chic and cosy. 

Finally Beneatly came

4 years later after the very first idea, the first cutlery came out of production. This is the cutlery that will change habits in a simple way. With which you eat with pleasure and at the same time help yourself to live a healthier life. This is my dream to help people make themselves and the world healthier without sacrificing well-being and fun. Beneatly stands for Benefit Eat Cutlery. A cutlery that increases your well-being by eating. A new adventure and a new way of eating began. For me and for everyone.