#Founders Fridays: in conversation with Robin Hoffmans from TKRAMREPUS

How did you end up at the Reversed Supermarket?

Last year, I began volunteering. I was between jobs and had previously volunteered at the Food Bank and the Red Cross. This initiative does things just a bit differently, and that appealed to me.

What do you do differently at the Reversed Supermarket?

The concept is based on freedom of choice for the customer. You don't receive a package of food items – as you do at many other charitable organisations – but choose what you need yourself. I find that autonomy is important. You know best what you need, and I think it's nice to be able to – particularly when you're in a dependent situation – walk through the shop yourself and choose your own groceries.

How do you ensure the shelves in your supermarket stay stocked?

That's my biggest challenge straight away. We now have 250 families registered with us who rely on stocked shelves. Fortunately, we receive lots of donations from residents. Every day, an average of ten neighbours pop by with a jar of peanut butter or a carton of milk, and we're really very grateful for that. Additionally, I'm always looking for essential items like oil, toilet paper, sanitary towels…

To offer those essential products as standard, I'd like to collaborate more with businesses, but it isn't easy to connect with the right people. Large companies often already have long-term partnerships, for example, with the Food Bank. I hope that TKRAMREPUS will become better known amongst medium-sized Amsterdam companies that have something to spare, whether that's money, staff, or products. Companies are increasingly seeking ways to contribute to society, and they can do that very well at the Reversed Supermarket, a local Amsterdam initiative. We greatly appreciate their help.

Does it happen much yet that companies have their staff do voluntary work?

More and more. That's a wonderful development, because everyone brings different expertise with them. It often happens that an employee who comes to do voluntary work with us will look over my shoulder to sort out the Excel file. Finance isn't my strongest point, so I can really use that help.

What about that Excel sheet? Are you managing to make the finances work?

When I started in January, I was immediately faced with the challenge of keeping the shop open until after the summer. Fortunately, there was a great deal of goodwill and help. I participated in various support programmes, such as Centrum Begrooten Boost je Buurt from Amsterdam Impact. For Boost je Buurt, we received guidance on marketing, finance, law, and online communication alongside 25 other impact entrepreneurs – and in the end, we also won a cash prize. Thanks to those prizes, donations from companies, and crowdfunding, we can keep the shop open for at least another year – an enormous relief!

How do you deal with that financial pressure?

I have lain awake worrying about whether we'll still have something on the shelves tomorrow. It helps to hear from other impact entrepreneurs that they also experience peaks and troughs. When you then manage to secure help or funding, it gives you a wonderful sense of relief. The results of the effort are evident here; we help people very directly to ease their worries a bit. That's what makes this work so rewarding.

How did you build a network?

If you look into it a bit, you'll see that there are numerous networking initiatives in the city. I actively seek out entrepreneurs with a similar concept. I'd advise everyone to do that: go for coffee with people, because you're bound to get new ideas!

People are willing; they enjoy sharing their experiences. 'You can always ring me,' I often hear. My most important lesson is that you don't need to reinvent the wheel – you can always ask others for help and advice.

What are your plans for the Reversed Supermarket?

The Czaar Peterstraat, where our Reversed Supermarket is housed, lies on the border between East and Centre, between the expensive owner-occupied homes and social housing. The lovely thing about this neighbourhood is that the giver and the recipient live very close to one another here. I want to give that connection much more space. I want to grow from a food distribution point into a food connection place. This shop really has a neighbourhood function; the dream is to do much more in terms of community spirit, for and by the neighbourhood.

I'm looking for a new board. Ideally, I'd gather a diverse group around me: young and old, with experience in marketing, distribution, or finance. I'm seeking motivated individuals who are committed to the fight against poverty.

And at the moment, I'm fully occupied with December: what fun activities can we come up with, and how do I involve volunteers? The most important thing of all is that everyone has a well-filled shopping basket these holidays.

More about the Reversed Supermarket

The Reversed Supermarket helps 250 families in Amsterdam make ends meet by offering free groceries – the shop operates entirely on the support of volunteers, residents, and local businesses.

Would you like to help TKRAMREPUS or pop by sometime? Everyone is welcome at Czaar Peterstraat 233 in Amsterdam, or you can email: info@deomgekeerdesupermarkt.nl

More about #FoundersFridays

#FoundersFridays is an interview series about entrepreneurs, for entrepreneurs. Each edition features a founder sharing key learnings, milestones, challenges, and reflections—especially on Amsterdam’s role in the Dutch innovation and impact ecosystem.

If you're a founder based in Amsterdam who's working on an innovative solution to an urban or social challenge, and you'd like to share your story with our audience, email Anne.