by Shriya Swaminathan
The most impactful way to save our oceans is by not depleting the diverse life they harbor. When confronted with the realities of commercial, industrialized fishing, and its detrimental impacts on the planet, entrepreneurs Katja Busser, Maiko van der Meer, and Paul den Dulk decided to deliver an immediate solution. They leveraged their combined experience of over 75 years in the food business sector to gain credibility as they forged their path in the plant-based seafood market. In 2019, Novish—Europe’s top vegan fish and seafood company, came to be—delivering soy-free, fish-free, by-catch-free, flavor-FULL “Vish” (pronounced “fish” in Dutch), and wowing customers across the globe!
The climate crisis warrants urgent solutions. So, despite the technical allure of lab-grown meats, the Novish team sought to introduce instant game-changers into the market that championed plants on the plate! Many hundreds of trials, errors, and blind taste-tests later, the R&D squad perfected a clean formulation that hits the spot with taste and texture! A standout feature of Novish products is that the preparation methods are identical to the traditional techniques used for animal-based counterparts. “There is no need to compromise on culinary traditions when cooking with our products! Growing up eating fish and other forms of sea life is common in the Netherlands. But when we can deliver the same experience without having to exploit sea life and cause damage to our one home planet, then why not?,” says the Novish leadership team.
Their current creations include “vish” bites, stick fingers, burgers, battered chunks, and breaded fillets. As the company continues to grow, and with increasing enthusiasm from customers, the team is gearing up to please palates with more innovative products—think plant-based shrimp, tuna flakes, and more!
Restaurants across Europe are lining up to feature Novish delights on their menus—from fish and chips shops to high-end fine-dining establishments. It won’t be long before Americans get to experience Novish’s novelties! After a successful premiere at the Natural Products Expo East in September, the team is gearing up to launch their products across the United States—hopefully in early 2022! By changing hearts and minds with delicious plant products, the Novish team envisions a self-sustaining world where we as a collective society live in harmony and balance with nature.
ABOUT THE AUTHOR
Shriya is a VEGWORLD writer and Founder of Nourish by Shriya– her Vegan Hospitality Consulting Service that helps local St. Louis businesses attract vegan customers. She is a mentor with Animal Activism Mentorship, enjoys volunteering at The Gentle Barn in Missouri, and currently lives in St. Louis with her rescued pooch Halley.
