When Geert Doek joined Foodcase International two years ago, he brought a blend of entrepreneurial drive, creative thinking and a pilot’s appreciation for precision. As CEO, he is guiding the 14-year-old company through a dynamic growth phase.
Doek entered airline catering via an unconventional route. After building and selling a major digital advertising agency, he began exploring new opportunities. A conversation with one of Foodcase’s major shareholders and his passion for aviation as a private pilot opened an unexpected door.
He joined Foodcase as Chief Operating Officer, running the headquarters in Wageningen and overseeing operations across North America. In September 2025, he moved into the CEO role. “I’m honoured to take Wilbert’s place and I’m excited about where we’re heading next,” says Doek.
Move towards experience concepting
Foodcase was originally built around ambient meal production. Providing a reliable and long shelf life solution proved ideal for buy-on-board programmes across Europe. It became the company’s backbone.
As airline expectations evolved, Foodcase’s business has expanded significantly. Today, the company’s complimentary catering unit is almost larger than buy-on-board, reflecting Foodcase’s move into a broader product range and more diverse service models.
Volumes in complimentary catering surged. Certain SKUs now exceed 20 million units a year.
“We still do buy onboard, but increasingly our role is about concepting: building stories around food, packaging and passenger experience. That’s where we make the real difference,” explains the company’s CEO.
Elevating onboard dining
One such example is Foodcase’s frozen meal concept for United Airlines. The elegantly curated boxes are created specifically for domestic First class services. They feel considered, modern and more boutique than the traditional casserole-style service.
The same thinking applies across an ambient product range. Meal concepts are developed collaboratively with creative teams. They ensure that taste, presentation and practicality work together.
Even the ‘traditional’ snack box is being reimagined. “Snack boxes have been around for decades but that doesn’t mean they can’t evolve,” says Doek.
Instead of simply filling snack boxes, Foodcase is redefining what they can be. One standout example is its allergen-free ‘free-from’ box. Thoughtfully curated and stylishly presented, it meets dietary needs and raises the bar for how box concepts can look, feel and perform onboard.
Redefining special meals
Perhaps the company’s boldest innovation lies in special meals. While demand has grown sharply, most allergen-sensitive dishes worldwide are still prepared in facilities that handle regular meals. That results in unavoidable ‘may contain’ disclaimers.
By investing in dedicated, certified free-from production environments, Foodcase has chosen another route. Every meal is lab-tested and guaranteed to be free of the top 14 allergens.
However, certification wasn’t the only breakthrough. Faced with the complexity of dozens of IATA codes, Foodcase simplified the system into a streamlined grid built around just three categories, all of which are free from the top 14 allergens. The categories are allergen-free with meat, allergen-free vegetarian, and low-salt, low-fat meals.
Under the culinary supervision of Culinary and Special Meal Director Marc Warde – a leading figure in gluten-free and allergen-free innovation – these dishes are crafted to be indistinguishable from standard menus in blind tastings. They provide proof that special meals don’t need to feel second-best.
“It’s safer, clearer and less complex for airlines, and you’ll see some major carriers adopting it in the coming months, says Doek.
With this approach, airlines gain certified assurance, passengers gain confidence and the operational model becomes simpler and more cost-effective. That represents a rare win-win in a notoriously complex category.
Technology meets wellbeing
Innovation at Foodcase extends beyond the galley tray. The team is exploring new ways to connect nutrition, wellbeing and digital technology, an idea embodied in the AI-powered Guru Yogi Namak platform.
Developed in close collaboration with Marc Warde and Omnevo, the travel technology provider, the virtual guide offers personalised before, during and after-flight suggestions to travellers relating to hydration, nutrition and comfort. They link to onboard product selections.
“It’s like having a personal wellness advisor in your pocket. And it can integrate directly into airline apps or inflight entertainment systems,” Doek explains.
Built for speed
Inside the organisation, Doek is reshaping processes and working closely with Chief Commercial Officer Iris Groeneweg to operate more like a fast-moving tech firm than a traditional caterer. Agile project teams develop new concepts in rapid sprints.
“Within three weeks, we can design a complete new meal concept, packaging included,” he says. “We encourage customers not to wait for long RFP [Request for Proposal] cycles. Bring us a brief, and let’s create together!”
With accelerating growth in North America, new partnerships emerging in Asia and consistent double-digit expansion, Foodcase now sits confidently among the industry’s most competitive players.
For Doek and his team, the mission is simple and ambitious: Food onboard should no longer be just something passengers receive. It should feel intentional, reassuring and memorable.
