Member Interview: Orfirah Helstone

From Corporate Career to Personal Mission

After years of working for major corporations in the food industry, Orfirah decided to change course. “I spent years in salaried positions at companies that had enormous influence over what people eat. But I increasingly realized that profit doesn’t always equal doing good,” she explains. “In the food industry, what’s cheap and profitable is often not what’s best for people or the planet. I wanted to do things differently.”

Three years ago, she left her job to follow her own path. “I became an entrepreneur because I believe food and drink come with a huge responsibility. Everyone eats, so if you make or sell food, you can truly make a difference.”

From Research to Entrepreneurship

To discover where she could make the most impact, Orfirah spent some time working for an NGO researching the effects of nutrition on health and sustainability. “I was shocked,” she admits. “I always thought: if you just buy organic or add a certification, you’re already helping. But the system is so big and complex, you can’t just change it with a label.”

After that, she joined several food start-ups as a business developer. “I helped founders who were passionately developing their own healthy meat substitutes or drinks to take the step toward large supermarkets. But eventually, I realized I had my own vision I wanted to bring to life.”

Goodwater: Water with a Mission

Three years ago, she founded her own company. “At first, I gave workshops and trainings to other entrepreneurs, but then Goodwater came along,” she says enthusiastically. “We’ve gotten the opportunity to bring H2YO, an innovative and new water concept, to the Dutch market as an exclusive distributor. It’s a refreshing, healthy alternative to cans and plastic bottles, perfectly aligned with my mission to make sustainable drinking accessible.”

The company is growing fast. “We focus mainly on companies with 50 to 500 employees, organizations that invest in their people and in employer branding. We offer a solution that’s not only healthier but also more practical: less waste, less logistics, and a better feeling for everyone at the office.”

A Pitch at Sony

One of the highlights so far was a pitch at Sony Music in the A’DAM Tower. “That was such a milestone,” she smiles. “We got to present our concept, and of course, we had already gone through several stages by then. You test your company, it works or it doesn’t, and you’re constantly figuring out who your ideal client is.” The office manager soon said, that it fits their high-performance culture. “No more cans, but vitamin drinks for our people.” After a two-month trial, Sony Music decided to keep H2YO. “That moment really felt like confirmation that we had something special.”

The Power of Temptation

Orfirah has a clear vision on food and behavior. “I believe healthy food and drinks should be accessible and affordable for everyone. The techniques big food companies use to tempt people into unhealthy choices, we should use those for healthy products,” she explains.

For her, it’s all about behavior. “People are creatures of habit: you take what’s offered to you. Sometimes you make choices that don’t align with what you actually value. Everyone wants to grow old in good health, but if you tell people they’re doing it wrong, they’ll shut it down. That’s why we need to use temptation, by presenting healthy alternatives that are fun, tasty, and effortless.”

She smiles. “You need to lower that barrier and find ways for people to choose what they want, while actually giving them what they need.”

Learning to Be an Entrepreneur

Entrepreneurship turned out to be an adventure in itself. “It’s not easy,” she admits. “You’re building your own blueprint and learning as you go. The challenge lies in staying open to advice and help while learning to trust your intuition. Sometimes things go well, sometimes they don’t, but you’re always learning.”

Working in the Tower

Orfirah lives just a five-minute bike ride from the Tower. “I once came here for a meeting at The Butcher and happened to hear there was a coworking space too. At the time, I was working from home with three kids. Lovely, but also chaos. There’s always something distracting lying around,” she laughs.

“So I spontaneously walked to the reception to ask if I could take a look. I immediately got a tour and thought: this is exactly what I need, a place to focus.” She has now been a member of A’DAM.works for two years and has had her own office since May.

The A’DAM.works community plays a big role in her daily life. “When I first arrived, I instantly felt welcome. I quickly found a group of people with whom I could easily connect. You have lunch together, grab a drink now and then, it really feels like having colleagues, even though everyone’s working on their own projects,” she says. “What’s great is that everyone here does something unique. And if things aren’t going well, there’s always someone who understands or can refer you to the right person. That’s the beauty of this community: you feel supported.”

Balance

When Orfirah really wants to unwind, she deliberately retreats for a while. “When I need to recharge, I completely check out,” she says. “I’ll book a little cabin in the woods, alone, for a few nights. I bring some nice food, or make sure I’m taken care of, and then I do nothing but sleep, eat, and write.”

She laughs. “Recently, I was on a small electric boat on the Vinkeveense Plassen, all alone, in total silence. It was so peaceful, a real reset.”

Advice for Fellow Entrepreneurs

Finally, Orfirah has a valuable tip for other entrepreneurs. “Find a good mentor,” she says. “Someone who can offer the lessons you need to reach your next level. It’s incredibly enriching to have people around you who guide you, who give honest feedback, even when it’s confronting.”

She pauses for a moment before adding, “Entrepreneurship isn’t always easy. Sometimes you wonder what you’ve gotten yourself into. But if you stay connected to the fire that once sparked your journey, you’ll always remember why it’s worth it.”