The story of Foodmaker: one of the most distinctive European brands in the food sector and a pioneer in ultra-fresh food. Lieven Vanlommel is a Belgian entrepreneur who sees opportunities where others see problems. Thirty years ago, he already believed in ultra-fresh food - then still a niche market - and built Foodmaker into one of the most distinctive European brands in the food sector. No Filter follows his entrepreneurial journey: from the first salad bar concept in 1996 to the development of a European brand driven by one ambition: to make healthy food as accessible as fast food. This is not a traditional marketing book, but an honest account of nearly thirty years of entrepreneurship, taking risks and scaling a business. The book also features collaborations and stories with ambassadors such as Jeroom, Tom Boonen, Stefan Everts, Jeroen Meus, Kim Clijsters and Tia Hellebaut. "Lieven refused to let me invest in his company. I understand him, though, it could have undermined our friendship." Stefan Everts, ten-time world motocross champion. "Lieven has just the right mix of craziness and determination to make it work. With him, it's always all or nothing, just like in elite sport." Tom Boonen, world road cycling champion. "The response during and after the Covid crisis turned Foodmaker into a successful Belgian company in multiple markets and a highly sought-after partner for retailers and food businesses, including some of the best in the world." Xavier Piesvaux, former CEO of Delhaize. "Foodmaker feels like a second family. That says a lot about how sustainable the company is." Tia Hellebaut, Olympic high jump champion.