Unreasonable Mentors

Jos van Oostrum

Director - Sustainable Solutions at Mars

Jos is an Unreasonable Mentor. Jos was part of Unreasonable Impact UK 2017, and has advised over 11 Unreasonable companies.
Jos graduated as a zoologist in 1995 at Wageningen University in the Netherlands, and has a passion for our relationship with agriculture, its people and the natural environment. During the last 20 years he has enjoyed a unique variety of leadership roles in supply chain, research & development, innovation and procurement. He has created business value and built trust and respect through the design and implementation of bold sustainable sourcing strategies. In Mars he helped lead the development of the Mars’ sustainable sourcing framework which underpins the 'healthy planet' and 'thriving people' pillars in the Sustainable in a Generation Plan launched in September 2017. Building on the Sustainable in a Generation Plan, he now drives the new Mars Sustainable Solutions mission to enable future, scalable solutions proven to increase the resilience and sustainability of the core tropical ecosystems we depend on, including scaling up the world’s largest coral reef rehabilitation programme and a project focused on cocoa farm income diversification. In Diageo he led the design and execution of the local, sustainable agricultural sourcing strategy, creating value and resilience in the agricultural value chains it shapes and depends on. Responsible for moving procurement operations from 46% locally sourced raw materials across Africa in 2012 to 68% in 2014,   generating significant value for all in the supply chain. He sees his greatest achievement as the nationwide launch of the first cassava based beer (‘Ruut Beer’) in Ghana in 2013, taking only 8 weeks from finding a cassava starch source to product launch, widely praised as best new lager innovation in Ghana, and an important step to commercializing cassava production in Africa. In Unilever, he was one of the founders of a pioneering change management programme - the Unilever Sustainable Living Plan - unprecedented in scale and complexity within the FMCG world. He led the design and execution of a global sustainable agricultural raw material sourcing programme, setting the game-changing target to reach 100% by 2020. His proudest achievements is to generate business value and market share for Lipton, Magnum and Knorr by building genuine propositions for consumers and farmers worldwide around sustainably sourced tea, cocoa and vegetables respectively.  During the first few formative years of his journey, Jos combined work and travel in Indonesia, Pakistan and Kenya learning from and working with smallholder farmers in a variety of roles. These experiences helped shape his future path. Outside of work, Jos enjoys spending lots of time with his wife Karen and 2 children – Jasmine (10) & Charlie (8). They live right in the heart of the beautiful Chilterns in the United Kingdom, which provided the inspiration for most of Roald Dahl’s books. Exploring the beech forests surrounding their house and enjoying the wildlife is what they spend a lot of their time doing. Walking, cycling, climbing, tennis, football, dancing and acting all help keep him sane.