From soil to shelf Artisan by Asha
Asha Rajak’s mission for circular, regenerative food innovation
Asha Rajak, a WUR student and founder of Artisan by Asha, creates innovative products rooted in the philosophy ‘food as medicine’. Her path wasn’t a linear one—it started with a life-altering experience. During her studies, she faced a severe health complication, leading to hospitalisation. “That was my turning point. I needed less stress and more meaning—and to live a purposeful life.”
Entrepreneurial spirit
Her entrepreneurial spirit was sparked early, managing family business as a teenager in Nepal. Later, she moved to Canada, studied international business degree, and collaborated with organic farmers to initiate a successful functional beverage business in Toronto. In Wageningen, she discovered a supportive ecosystem at StartHub, and room to grow. “Starthub helped me turn my ideas into action, providing essential support during my business re-launch in the Netherlands.” She credits StartHub Wageningen, powered by WUR, for providing access to peer learning through the ‘Impact Catalyst Program’ and mentorship in legal, finance, and business development. Currently at the World Food Centre, she develops innovative products that showcase hyper-local champions in sustainable agriculture. “Entrepreneurship thrives on collaboration. To grow and succeed, we need strong partnership that foster mutual growth and innovation. Let’s partner to build meaningful, impactful business that drives mutual growth and expand our shared vision.”
Local source
Asha develops sustainable products like beet, carrot and tulip syrup, and an innovative series of vegan caviar using seasonal ingredients from food forests and regenerative farms. They are sold to companies with ESG goals or B Corp certification. She strengthens partnership with local farmers by sharing soil regeneration expertise gained through post-grad in sustainable agriculture. “I create connections through storytelling, linking farmers to consumers, from soil to shelf. Healthy food begins with cultivating strong relationships between people and the earth.”
Her advice to aspiring entrepreneurs: “Find a mentor. Stay humble and be open to learning, even a child can teach you something.” Follow her entrepreneurial journey on Instagram at @artisanbyasha.
