Olivier Wegloop is a Dutch entrepreneur, creative strategist, and Co-founder of Kipster, a pioneering farm known for producing the world’s first carbon-neutral eggs. Before entering sustainable agriculture, he built a successful career in advertising, working with major brands like Unilever, Coca-Cola, and Heineken. Driven by a desire to align his professional work with his personal values, Olivier shifted his focus to creating ethical, transparent, and environmentally friendly food systems. He also serves on the boards of animal welfare organizations Dier&Recht and Varkens in Nood, advocating for systemic change in the livestock industry.​

In this episode…

Many consumers today are eager to support ethical food brands — but they often face a barrage of vague claims about sustainability and humane treatment without any real substance behind them. With buzzwords outpacing transparency, how can people truly know whether a brand aligns with their values?

Olivier Wegloop, a creative strategist turned sustainable farming advocate, offers a radically different model rooted in ethics, transparency, and common sense. He explains how disillusionment with big-brand advertising led him to co-create a farm model that upcycles food waste for chicken feed, measures its carbon impact, and shares every aspect of its operations — good, bad, and uncomfortable. Rather than pandering to consumer misconceptions, Olivier advocates for standing firm in values, educating through storytelling, and building products that serve animals, the planet, and future generations.

In this episode of the Firebelly Social Show, Duncan Alney talks with Olivier Wegloop, Co-founder of Kipster, about reimagining the future of farming through transparency and ethics. Olivier also shares insights on fixed egg pricing models, consumer behavior myths, and lessons from his career shift from advertising to agriculture.