Interview with Jorge Van Krieken
ABOUT YOU
Who are you?
I was born in Mozambique, with Portuguese, Dutch, Indian, English, and Jewish roots. My character is shaped by this cultural mosaic, a serendipity that continues to guide me.
I come from a family of architects, lawyers, builders, publicists, and journalists. I started my professional path in tourism and later turned to investigative journalism – not as a career, but out of curiosity, to truly understand how society works.
Communication and people have always been at the center of my path. Over time, this naturally evolved into a commitment to sustainability in construction and ecology—creating spaces that respect the environment, protect resources, and preserve heritage for future generations.
You were a journalist and your passion was about how we build things, how to build houses, how do we sustain our life with our thoughts, heart, feelings.
What shifted you from the hobby to start your eco-homes business: Green Heritage?
I’ve always had a passion for construction. As a child, I visited projects with my late father in Africa, whose dream was to develop a sustainable method—cut short by the political changes in Mozambique in 1975.
Many years later, in Portugal, my wife Irene and I renovated our rural house and then built one from scratch. That’s when I discovered natural methods like straw bale and timber frame, researched deeply, and connected with German, Austrian, French and US communities.
I realized there was a gap between the “eco” world of natural materials and the “high-tech” world of industrialized systems—and that I could bring them together. For me, it’s a combination of art and technology, in constant innovation.
Construction, like journalism, requires networks, investigation, and coordination. I often joke that building a house is like producing a great investigative report.
What is the purpose, the mission, the idea behind Green Heritage?
In 2015, after years of learning, we founded Green Heritage with a clear mission: to build homes that are sustainable, fast, affordable, and long-lasting.
Our first prototype was built in just 12 days – and it’s still standing in perfect condition today. Since then, we’ve completed both small eco-homes and larger luxury projects. But my real dream is scale: not a handful of houses, but thousands, built with speed, quality, and beauty.
ABOUT YOUR MISSION
What is the purpose, the mission behind Green Heritage?
We aim to deliver sustainable, high-quality, and beautiful homes quickly and at an affordable cost.
Our approach is inspired by companies like IKEA: we don’t manufacture ourselves. Instead, we create the concept, design and coordinate a vast and strong European network – wood from Austria or Germany, windows from Belgium, glass from France, cork from Portugal, and many other materials from Spain, Italy, or the Baltic countries – and assemble the houses in Portugal.
The result: modular, expandable, long-lasting homes that respond directly to the urgent housing crisis in Europe.
Who are your inspirations?
Frank Lloyd Wright and Joseph Eichler are two of my biggest inspirations. Wright believed in beauty and harmony for everyday living, and created the Usonian houses for the middle class. Eichler, even more importantly, scaled modern, affordable homes for the middle class – entire neighborhoods where families could thrive.
In just a few years, he built more than 11,000 houses in California, which, like Wright’s work, remain today as examples of quality of life and durability.
The social impact of their work was huge. That’s exactly what inspires me: not just to create houses where people sleep and eat, but to create places where people can live, love, create, and feel inspired.
Where do you stand today?
Over the years, we’ve learned a lot. Every journey has challenges, but our greatest lesson is this: the best way to avoid mistakes is to learn from the best.
We work with suppliers across Europe – in Austria, Germany, Belgium, France, Spain, and Portugal – who bring decades of expertise in timber, lime, clay, glass, cork, hemp, windows, and more. By observing and applying their best methods, we make sure Green Heritage homes meet the highest European standards of quality and durability.
Today we have proven technology, strong demand, and houses that stand the test of time. The next step is scale: moving from dozens of homes to thousands. For that, we need partners and investors who share our vision.
ABOUT REDBRIDGE
How do you describe the difference between the US and Portugal?
In the United States, venture capital supports bold ideas. There is a strong competitive spirit and a culture of reinvention.
Portugal, on the other hand, still carries cultural delays inherited from the dictatorship, when certain corporations and interests blocked innovation and limited entrepreneurial spirit. This legacy is still felt today, making change slower and more cautious.
Yet, with the right mindset and organization, Portugal can be a perfect entry point to scale across Spain, France, and other European countries.
Americans are less risk-averse than Europeans. What do you think our Redbridge community can learn or leverage from this US–Portugal connection?
Portugal is a stable and welcoming country, open to new entrepreneurial ideas. Yes, it can be difficult to work here—but with good organization, there are many opportunities, and we have excellent professionals who deserve fair salaries and recognition.
Our pillars—democracy, social justice, free education, and universal healthcare—must be preserved, and can be strengthened with the entrepreneurial experience Americans bring: making services more efficient, fostering innovation, and improving management and investment practices.
Portugal is also becoming a hub for sustainable innovation—from green construction to renewable energy and digital solutions—offering opportunities to align business with purpose.
And, of course, it is the perfect entry point to expand into Spain, France, and beyond: you can test, learn, and then scale.
What do you need most?
Portugal needs over 50,000 new homes every year. Across the EU, the demand exceeds 3 million. The space exists. What is missing is organization, entrepreneurship, and a shared vision.
What we need most is clear: capital investment, resources, strategic partnerships, and the determination to scale – transforming proven ideas into thousands of sustainable homes.
FINAL MESSAGE
What are the three things you want people to remember after hearing from you?
. Homes are not just buildings – they are places of belonging and joy.
🡪 We are shaping a way of life: spaces where people feel healthy, inspired, connected, and at peace.
. Sustainability is not a trend, but the foundation of how we build and how we live.
. Portugal has the talent, creativity, and vision to set an example for the future of construction.
Green Heritage is ready to scale. We are looking for investors and experienced professionals who want to join us in addressing Europe’s housing crisis with scalable, sustainable solutions.
Reach out to us, let’s connect!
Interview by Aurélie A. Vincent, CEO & Founder of Embody Agency
