In a bold move against food insecurity, Wholesome Crave, a visionary food company, has emerged as a powerhouse in providing plant-based meals to large scale dining facilities. This for profit enterprise was inspired by the influential work of Wholesome Wave, aiming to revolutionize food service with a plant-centric approach.

Michel Nischan, the brainchild behind Wholesome Crave and a culinary maestro with four decades of expertise, shared his groundbreaking vision, “We’re not just serving meals; we’re serving change. Our plant based menus, rich in real vegetables, grains, and legumes, aren’t just delicious—they’re a statement against the challenges posed by our current food system,” Nischan declared. This strategy tackles climate change, celebrates biodiversity, and honors cultural authenticity.

The story of Wholesome Crave is interwoven with the legacy of Wholesome Wave, co-founded in 2007 by Nischan, food policy icon Gus Schumacher, and renowned food writer Michael Batterberry. Wholesome Wave has been a beacon of hope for low income Americans, enabling them to access fresh, healthy produce. By partnering with grassroots organizations, Wholesome Wave has reinvented the way private funds are utilized, tailoring solutions to community specific needs.

“Venturing into the for profit realm was a strategic move to fuel our cause,” Nischan explained. The company’s plant-based soups in the market are not just products—they are tools of advocacy, supporting initiatives like the Gus Schumacher Nutrition Incentive Program in the 2018 Farm Bill.

Nischan’s ambition is clear: showcasing how food production on a large scale can be impact driven from inception. This approach provides Wholesome Wave with essential income to persist in their fight for nutrition security.

Adapting to the challenges of the COVID-19 pandemic, Wholesome Crave expanded its reach from corporate food services to the academic sphere, launching an e-commerce platform to sustain its mission. “Our presence in colleges and universities is growing, and the corporate sector is reviving,” Nischan noted.

2023 marked a significant milestone for Wholesome Crave with the inauguration of the Purpose Driven Plant-Based Incubator, in collaboration with Nestlé Professional and the University of Massachusetts Dining Program. This initiative unites food service operators from various campuses to foster sustainable, affordable plant forward dining options.

In a recent development, Wholesome Crave partnered with Matriark Foods to enhance their products with upcycled vegetable mirepoix, a testament to their commitment to sustainability. “Soup is a versatile platform for integrating excess food,” Nischan remarked.

Looking ahead, Wholesome Crave intends to collaborate with their Impact Board of Chefs to connect with small scale producers, diversifying their product range beyond soups. “Every decision, like choosing a different onion supplier for a large facility, can create a ripple effect, benefiting the environment and local economies,” Nischan concluded, emphasizing the profound impact of their mission.