CHOICE began with an idea from Peter van de Graaf (Founder & CEO) back in 2008. While traveling the world he saw the impact of population growth on our planet. After diving into the causes of this problem, the bigger picture revealed even more problems around contraception, unintended pregnancies and unwantedness: 40% of all pregnancies is unintended, hormonal contraception is losing popularity and women claim to not have options for contraception that suit their needs and wishes. The simple idea of a valve where nature will never give us one was born. Now in 2023 the technological concept of the medical device is completed and pre-clinical tests are in progress with positive first results. Currently Choice is looking for funding to continue to the clinical phase and complete the regulatory requirements for market entrance in 2027.