Full proceeds from ‘The Ritchie Story’ to be donated to the Vlerick Scholarship Fund
Alumnus Jan Verlinden successfully launches new consumer brand
It is now over seven years since Vlerick alumnus Jan Verlinden brought the Ritchie brand back on the market. Ritchie is an artisanal Belgian lemonade brand, made according to an old family recipe. By looking back over his entrepreneurial journey and his vast personal experience in marketing and branding, Jan has now penned a new book, ‘The Ritchie Story’, with all proceeds to be donated to the Vlerick Scholarship Fund. The fund was set up to give bright minds with outstanding potential the financial resources they need to access an MBA or Masters programme. And now, with Jan’s new book, everything has come full circle.
Invaluable lessons for budding entrepreneurs
After a 22-year career in marketing, Jan Verlinden decided to quit his job and get back to his roots at his parents’ brewery in Flemish Brabant. From there, he managed to successfully re-launch traditional Belgian lemonade brand Ritchie, now available in five different flavours.
In his new book ‘The Ritchie Story’, Jan recounts his personal experiences and journey as an entrepreneur. His story has been further enriched by advice from well-known marketing strategists such as Fons Van Dyck (Think BBDO), Marc Michils (Kom op Tegen Kanker and Saatchi & Saatchi) and Kristof De Wulf (Human8). Vlerick professors Gino Van Ossel, Frank Goedertier and Steven Van Belleghem and dean Marion Debruyne also offer insights.
“Starting a business is an exciting adventure – one where it pays to be as well informed as possible beforehand,” explains Jan Verlinden. “Because of my own success story, start-ups regularly come to me for advice. Whilst I always enjoy being able to help others, I unfortunately don't have enough time to do so these days. Hence, my book – a highly personal reflection based on my years of marketing experience at major international companies with ample marketing budgets and solid brands. This recounting is further complimented by my adventures as Chief Lemonade Maker at Ritchie. I share my experiences, tips and tricks, mistakes and successes from the past 25 years. Manufacturing and marketing lemonade is not rocket science. Therefore, I believe the lessons presented in this book can also prove useful in a lot of other sectors.”
A boost for talented, bright minds
All proceeds from the book are being donated to the Vlerick Scholarship Fund. Explaining why he made the decision to give something back to Vlerick, Jan Verlinden states: “Thirty years ago, I had the opportunity to learn from the professors at Vlerick. But a good education also requires a considerable investment. To show my gratitude for the opportunities I have been given, I want to donate all proceeds from my book to the Vlerick Scholarship Fund. By giving something back to bright minds with outstanding potential, I want to help support them, giving them every possible opportunity.”
Practical information
The book is being published by LannooCampus on 16/04 and will cost €34.99. To reserve a copy, you can pre-order it now.