UT alumnus Eric van ’t Hoff uses international experience to support entrepreneurs worldwide

PUM is a Dutch NGO nearly 50 years old, mainly funded by the Ministry of Foreign Affairs. The organisation connects experienced professionals with SMEs in developing countries and emerging markets. PUM experts volunteer their knowledge to help entrepreneurs grow in an economically, socially and environmentally responsible way. For Eric, this is a special way to continue his career.

After many years of helping companies grow, it is rewarding to use that knowledge free of charge for entrepreneurs who would otherwise have less easy access to it. You immediately see the impact that good guidance can have.

As a Senior Sales & Marketing Expert, he helps companies develop a clear market strategy, strengthen their brand position and achieve sustainable growth.

Over the past year, Eric has worked on eight diverse projects across Asia, Africa and the Middle East. What these assignments have in common is that they help entrepreneurs make better use of their potential and create new growth opportunities.

Driving professional growth for Happy Zone in Lebanon

In Saida, Lebanon, Eric supported Happy Zone, an events company owned by entrepreneur Latifa Rinno. Through targeted marketing advice and support in further professionalising the business, Happy Zone gained greater control over its own growth. In addition, Eric, together with the Hans Blankert Fund of PUM, ensured that Happy Zone was finally able to purchase its own vehicle. The fund provided a contribution of €6,000 for this purpose. Thanks to this funding, Happy Zone now has its own transport, giving the organisation considerably more flexibility and independence. What started as a marketing question developed into a programme that laid the foundation for the sustainable growth of a business led by a young female entrepreneur.

Read more about the project Driving professional growth for Happy Zone in Lebanon.

Marketing for clean and smart fertilisers in India

In Ahmedabad, India, Eric worked with Jeeva Chemicals, a producer of innovative and sustainable fertilisers. The company wanted to enter new markets and better understand how marketing could support this ambition.

Together, they developed a sharper marketing strategy, strengthened the company’s positioning and worked on the introduction of new consumer products. Thanks to this approach, Jeeva Chemicals is now better equipped to bring its innovative solutions to the attention of both business and private customers.

Read more about the project Marketing for clean and smart fertilisers in India.

From drying technology to consumer markets: Vietnamese premium macadamia oil

In Dao Loc, Vietnam, Eric supported Duong Xuan Qua, a company known for its advanced drying technology for macadamia nuts and agricultural products. The company wanted to make the transition from a technology business to a strong consumer brand for premium macadamia products and omega-7 oils. The company knew very well how to develop, package and sell products, but had little knowledge of marketing. Eric provided the entire team with extensive marketing training and various workshops to further refine the vision, mission, value proposition, unique selling points, product logos and slogans.

By working on brand development, marketing strategy and digital visibility, a solid foundation was ultimately created for further national and international growth. The project demonstrates how technical innovation and smart marketing can reinforce one another.

Read more about the project From drying technology to consumer markets: Vietnamese premium macadamia oil.

What makes Eric unique is his combination of technical knowledge, commercial experience and international perspective. Throughout his career, he has worked with a wide range of cultures, markets and organisations. He now uses that experience to guide entrepreneurs worldwide in taking their next step towards growth. For the University of Twente, Eric is an excellent example of how alumni continue to use their knowledge and experience to create social impact. Not only in the Netherlands, but literally all over the world. Whether it concerns an events company in Lebanon, a producer of sustainable fertilisers in India or an innovative food processor in Vietnam, Eric demonstrates how knowledge, entrepreneurship and commitment can contribute to a stronger and more sustainable future.

👉 If you are a UT alumnus and would also like to give something back with the knowledge you have gained during your career, feel free to contact PUM without obligation.