With great regret I’m announcing the suspension my ambassadorship with High End Nutrition due to the insolvency and court-ordered bankruptcy of High End Nutrition Supplements BV.
I want to be transparent about the circumstances leading up to this unfortunate event. Early 2022 I was engaged in a long term brand ambassador partnership with High End Nutrition Supplements BV (the BENELUX branch of High End Nutrition). Over the years I was very reluctant to partner with nutrition brands, because of my high standards of quality. After a visit to the laboratory where the various products of High End Nutrition are developed, I was convinced that this brand appealed to my high demands and finally made the decision to enter into a partnership as an ambassador. Part of the deal was that this same laboratory would develop the recipe with me for my own new brand Ricoded and that High End Nutrition Supplements BV would take care of the operational part of the brand. This resulted in the successful launch of Ricoded in December 2022.
Unfortunately I’ve learned, in the last quarter of 2022, that High End Nutrition Supplements BV, has been struggling financially for some time. In an effort to support their business I gave High End Nutrition room for deferment of payment.
The challenges have proven insurmountable, since numerous parties (7 in total) approached me that they suffered from extreme payment arrears as well. After seven months of insolvency to me and numerous other debtors a court-ordered bankruptcy of High End Nutrition Supplements BV was the only option for us.
Me and my team have contingency plans in place to ensure that we can continue to serve the Ricoded customers and partners with minimal interruption. As far as my brand ambassadorship with High End Nutrition is concerned, I’ve chosen for a suspension instead of a termination due to current talks with the shareholders of the parent company of the brand.
Sincerely,
Rico Verhoeven
