The main focus of be9 lays on the application and sometimes design of biobased materials in product development. These materials could be sourced from surpluses from agriculture, or residual flows from gardens, forests and food industry or could be especially grown for nonfood purposes as in "agrification". Another focus lays on green alternative methods of manufacturing techniques. The designs and concepts are registered at BOIP.
The brand name "be9" is short for "benign" and signifies being harmless, gentle, safe and even favorable. The logo was designed by Studio Bassa. The brand and the logo are both registered at BOIP.
Jan Velthuizen graduated from H.K.U. Art Academy in Utrecht (BA) in 1994 and from the Design Academy in Eindhoven (MA) in 1997.