Everyone who prepares, processes, or sells food is required to work with a HACCP food safety plan, also known as a hygiene code. This hygiene code outlines the rules for safely handling food. Additionally, entrepreneurs must register with the NVWA. A large portion of the startups is not aware of these obligations before they start their production.

The Role of Media in the Growing Food Hype

The popularity of cooking and baking is fueled by television programs such as Heel Holland Bakt, cooking shows on platforms like 24Kitchen, Netflix baking shows, and the enormous amount of food content on social media. Platforms like Instagram and TikTok make it easy to promote cooking skills. Food content is one of the largest categories on social media.

Easy to Start, but with Unexpected Obligations

As a result, more and more hobby cooks are taking the step into entrepreneurship. The barrier to starting is low: many startups work from home, alongside a regular job, and see their activity as an accessible way to earn extra income. However, startups often do not realize that the same food safety regulations apply as for professional kitchens.

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Key Figures and Insights

• The number of part-time home caterers – self-employed individuals who prepare meals or provide catering from their own kitchen alongside a regular job – has been growing for years. In January 2022, there were 4,332 registered; by January 2026, that number had risen to 8,053.
• Additionally, the broader group of freelancers running a catering business entirely independently from home is also growing. Their number increased from 11,008 on January 1, 2022, to 16,839 at the beginning of this year. This is evident from figures from the KVK Trade Register.
• Conversations with startups estimate that 9 out of 10 startups are not fully aware of the food safety regulations.
• Violations can lead to risks for food safety, potential sick customers, and reputational damage. Additionally, warnings and fines may be imposed.

Information Campaign to Better Reach Startups

To better reach this growing group, KVK and NVWA have created a joint informational video that will be published on Tuesday, March 10. The video clearly explains which rules apply, how startups can prepare for safe entrepreneurship, and how they can register with the NVWA. "We see an enthusiastic and growing group of home cooks and home bakers. You can start small, from home, without large investments. Consumers are increasingly valuing local, homemade, and artisanal food," says KVK advisor Gerdine Annaars. "However, some of these home caterers are unknowingly at risk due to a lack of essential knowledge. Good information is therefore important. The video provides guidance to start well-prepared."

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Home Baker on the Importance of Food Safety

Rebecca Munster, 'rebecbakt on Instagram', is an entrepreneurial home baker featured in the video: 'As a home baker, you naturally want everything you make to be safe. In the hygiene code, you see that many rules are actually very logical and that you often already unconsciously comply with them, such as washing your hands properly and working cleanly. But there are also components, such as HACCP, that I didn't realize were so important before. With good information, you know exactly what to pay attention to and can get started with confidence.'

The informational video 'Do You Want to Sell Food from Home' by KVK and NVWA will be available from Tuesday, March 10, on this page.

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