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Founder Spotlight: Maiko van der Meer (Novish)




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Meet Maiko van der Meer



Novish is Europe's top-selling plant-based fish and seafood brand—we've been making waves in top seafood markets around the world and just entered the U.S. market.

Startup Stage:

Series B



Breda, The Netherlands

When did you launch the business?

November 2019

What led you to where you are today?

From day one, the founder team (Katja, Paul & myself) have rigorously focused on our key priority areas: developing delicious, affordable products with the right taste & texture; working with the most innovative customers worldwide in retail and food service, and organizing the supply chain and logistics activities to secure optimal service levels and maximum customer satisfaction.

What do you wish you knew before embarking on your entrepreneurial journey? 

I wish I knew the joy it brings to be an entrepreneur...I would have embarked upon my own venture much earlier. Furthermore, everyone knows that cash management is critical for startups and this is even more true than anticipated!

What is the most difficult decision you've had to make regarding your business so far? 

We originally wanted to start entering the food service market globally, but after covid-related lockdowns, we had to pivot to concentrating on retail markets.

What can you help the VEGPRENEUR community with?

I want to bring my business experience to propel the plant-based agenda to the future; I would also be happy to advise or partner up with other companies in the same field.

How can the VEGPRENEUR community help you? 

Promote plant-based products, such as Novish.

Fun fact about you: 

I've lived and worked in 6 European countries!

Anything else you would like to share?

We’re happy to receive feedback on our products.

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