In recent years, photographer Joost Hoving and journalist Rianne van der Molen have traveled through the Netherlands visiting small entrepreneurs for a newspaper column ‘Een Goeie Zaak’ (A Good Shop). Due to the growth of chains and the arrival of internet shops, the smaller stores are increasingly under pressure. Joost and Rianne photographed and questioned shopkeepers in their own shops about their love for the trade, the history of their company, their choice of having their own business and how they see the future. In their book, the photos and stories of eighty proud shopkeepers are bundled, so that these shops, which give color to villages and towns, are never forgotten.