Once an HR manager, Kim Sue Palm from Rotterdam now runs SUE, crafting gluten-free, vegan sweets free of refined sugars. We delved into her daily food diary to uncover her approach to nourishing, flavorful eating.
I've always prioritized healthy eating—yes, I enjoy fries occasionally, but salads and soups are my go-to. I ran a blog sharing wholesome recipes and, frustrated by the lack of better sweet options, started experimenting. That's how our signature bites were born: square pastries in diverse flavors. Initially for myself, friends, and market stalls, it was a relaxing side hustle alongside my HR role.
I love innovating bakes that outshine traditional versions loaded with sugar, milk powder, and additives—while looking stunning too. Momentum built at a friend's housewarming when Rotterdam coffee shop owners tasted my bites and asked to stock them, creating my first retail outlet overnight.
Beyond sampling SUE bites, here's what fuels Kim Sue Palm's days:
A large glass of water, tea, and sourdough toast with avocado. Or, at the bakery, creamy coconut chia pudding.
Depending on the spot—office, catering, or bakery—it's fresh salad, hearty soup, or bread with hummus and cucumber.
Family-friendly with kids in mind: one prefers rice, the other pasta. Favorites include chili sin carne, veggie pesto pasta, or saoto soup—all meat-free.
Three to four oat milk cappuccinos and plenty of ginger tea daily. Minimal snacking: fresh fruit or SUE treats. Our 'tiramisue' is irresistible—I never tire of it.
A few years ago, SUE made headlines, sharing the journey from passion project to thriving business:
