HOESTERNOUMEE
Ed: “Where there’s a will, there’s a way…”
In the section Hoesternoumee , Lei Willems sits down with business partners, friends, and colleagues. He asks them about their inspiration, interests, and the present moment: about time and peace of mind, about stepping out of the rat race. About the process of creating beautiful things. It’s not just about business; it’s also about life, its influence on work, collaboration, and your own identity. About small joys, big joys, but above all about giving meaning to our/your/life. And all of this while enjoying a delicious oyster! Will you join us?
Hoesternoumee was written by Melanie Modderman.
VToday in Hoesternoumee, Lei Willems in conversation with Ed Veelenturf.
An interview, but with a twist—that’s how you could describe the lively conversation we had with Ed Veelenturf for this edition of the “Hoesternoumee” column. An inspiring conversation that touched on many topics: the past, the present, and the future. Serious, yet filled with laughter; intense, but also lighthearted. According to Lei and Ed, just like everyday life. Here is the report of a wonderful evening at Meneer Keeman in Waalre.
How do you two know each other?
Ed: “This calls for a little bit of history, because Lei and I go way back—both professionally and personally. My father, Joop Veelenturf, started a home textiles store with my mother in 1960 in downtown Eindhoven. What began as a small shop quickly grew into a large company. I’ve been at the helm of Vespo for quite some time now. I reached out to Lei for our 60th anniversary. He came up with some really cool plans for a big celebration. Anyway, we all know what happened then. COVID-19 hit, and we had to call the whole thing off. Vespo has now been around for 62 years, and that celebration is still coming! But aside from this business story, I knew Lei through my father. They worked together for the Oranje Zwart hockey club (ed. now Oranje Rood).”
Lei: “I could tell so many great stories about the ideas that Joop and I brought to life. Together, we pulled out all the stops to raise the hockey club’s profile and serve our sponsors as best we could. That’s when the Sunday afternoon parties, get-togethers, and so on started. They didn’t have anything like that north of the rivers.”
Ed: “What Lei and I definitely have in common is a commitment to doing things to perfection. I always aim for a perfect score. I also want to discover and learn something new every day, and that’s what I strive for. At Vespo, they sometimes call me a whirlwind. I walk in and hit the ground running. But I always keep the people I work with in mind. They’re the heart of the company. I can’t do it alone.”
Ed Veelenturf: “My family. That’s my number one priority.”
Meanwhile, Ed's wife—Jeanine—comes in and takes a seat.
“Ed never stands still,” she says. Ed agrees and takes it a step further. “Standing still means falling behind. When I look at this from a business perspective, I conclude that the job market has changed rapidly. Automation, digitization, and sustainability—it all has an impact on the professional landscape. And on our place within it. So I look around carefully and listen. Given these developments, continuing to develop yourself—and by extension, continuing to develop Vespo—is not a luxury, but a necessity. Because that’s the only way to be future-proof.”
“I try to instill this spirit of anticipation, foresight, and collaboration throughout the organization. Because all 100-plus employees at Vespo have one thing in common: passion. And that’s also what I share with Lei.”
Ed adds: “It’s funny—my father once said in an interview: ‘There are three things that matter to me in life: my family, the company, and Oranje Zwart. I just sometimes get the order mixed up.’ Of course, Lei asks the follow-up question.”
So what are you passionate about? What are the important things in your life?
Ed: “My answer to that is short but sweet. My family. That’s number one. I have three sons. It’s nice to see how the kids (ages 13, 15, and 16) are growing up. All three are completely different. I see it as my job to give those different personalities what they need in their own way. I teach them to think and act socially, and I hope to instill in them the belief that they should believe in themselves. Because where there’s a will, there’s a way.”
“Getting back to my passion. That’s Portugal. I’m also setting up a hospitality business there. It’s taking up a lot of my time and energy. It might still be a while before it’s ready, but the ideas are fantastic, and I’m aiming for perfection in the execution here as well.”
But Ed… How do you like to eat your oysters?
“He admits with a smile that he’d rather not eat them raw, but steamed on the grill with soy sauce and a little ginger. Or maybe even better, au gratin.”
What a fantastic evening! So many untold stories were shared. From meeting someone in a cornfield, to surviving Hurricane Wilma in Mexico, to the love for your twin sister or brother, and the importance of setting goals for the future.
Thanks to Mr. Keeman in Waalre for his hospitality.
