Founder Maxime Willems on lion’s mane tonics, reishi coffees, and rhodiola nightcaps
Our diet is becoming increasingly limited. Just 12 plant species and 5 animal species account for 75% of our global food supply, says biologist and food technologist Maxime Willems. “You can count the number of plants that provide most of our daily calories on one hand. And that’s a problem, because it means we’re losing a vast wealth of flavours, health benefits, and creativity.”
Willems sees a shift, however, with growing awareness around the power of plants.
“By 2025, 80% of our beverage innovation will focus on adaptogenic plants and mushrooms”.
Experimentation at the Core
Testing is a daily practice at our lab. Sometimes it leads to a revolution, like our recent work with plant-based alternatives made from mycelium. Other times it’s more of an evolution, reimagining classic products.
As a PhD biologist and passionate chef, Maxime Willems blends science and gastronomy. At Nursh in Ghent, he develops product prototypes and recipes in an incubator space designed for co-creation between food companies, start-ups, chefs, and scientists.
The Perfect Celeriac Steak
In our lab, we’re seeing a move toward simplicity—but as Michelin-starred chef Gert de Mangeleer says: simplicity is not simple. With a humble vegetable like celeriac, the right time, care, techniques, and flavour pairings can create dishes as satisfying as meat or fish.
At Nursh we’re developing ready-to-use celeriac slices—marinated and perfectly grilled—with a delicious bite and deep, pure flavour. Served with umami-rich sauces or fresh herb oils, they make for an ideal plant-based burger. This is an important step in making plant-forward, planet-friendly eating more appealing.
Vegetaballs & Vegetable Charcuterie
If you ever find yourself in Belgium, visit Balls & Glory, the restaurant concept by Flemish chef Wim Ballieu, to try their “vegetaballs.” Made purely from vegetables and herbs—nothing else—they’re simple, yet full of complex flavour. Ironically, creating a product with only pure plant ingredients proved far more challenging than making one with chemical aids.
We’ve pushed the limits of vegetable-based creativity. With just one type of vegetable as a starting point, we’ve developed a range of vegetable charcuterie from root crops. By pickling, roasting, smoking, and finally aging beets in koji, we create layers of flavour and depth.
Functional Drinks on the Rise
Consumer trends and scientific insights often drive product innovation. Take the renewed interest in traditional Chinese herbal medicine—its knowledge and ingredients are increasingly appearing in functional beverages. The days when plants in drinks only provided an energy boost are long gone.
We’ve been experimenting for some time with plants like Zingiber officinale (ginger), Panax ginseng (ginseng), Withania somnifera (ashwagandha), and Ginkgo biloba in our beverage innovations, such as Gimber and Buddy.
By 2025, 80% of our beverage development will focus on adaptogenic plants and mushrooms with stress-reducing and wellness-enhancing properties—think lion’s mane tonics, reishi coffees, and rhodiola nightcaps.
The Challenge of Health Claims
Historical sources, like The Art of Distillation (1651) by John French, describe distillates of ferns, peach blossoms, and wormwood for treating intestinal worms. Elixir d’Anvers—a liqueur with 32 herbs and botanicals—was once a remedy for stomach pains and cramps before becoming a bartender’s favourite.
Today, countless plant health claims are listed in regulatory documents like the Guide des plantes. At Nursh, a significant part of our work involves verifying whether the medicinal benefits of plants can be communicated in line with official claims. These vary between continents—and sometimes even between countries. Even if clinical studies show something works, the law is what ultimately counts. And as in many sectors, regulation often lags behind the latest science.
We also understand that regulation is needed to protect consumers from overzealous marketing—a necessary balance in a fast-growing sector.
Looking Ahead
The plant kingdom offers a unique opportunity to create a food system where health, sustainability, and creativity go hand in hand.
The plant-forward movement is redefining what good food means in a modern, conscious society. From grilled celeriac steaks to adaptogenic tonics, the possibilities are as exciting as they are endless. By elevating plants to new heights, we can embrace a future that is delicious, sustainable, and nourishing.