From charcuterie to changemaker: Caroline Vercauteren’s bold leap toward a better food system
In this eighth episode of The Heels Forward Podcast powered by Montea, hosted by Francesca Vanthielen, we meet Caroline Vercauteren – a pharmacist-turned-food entrepreneur who radically transformed her in-laws’ century-old charcuterie company into BonMush, a brand that makes 100% plant-based products from oyster mushrooms.
It’s a story about purpose, transition, and courage. About building a new business – and a new future – on the “feet” of mushrooms.
From pharmacy to food innovation
Caroline Vercauteren didn’t grow up dreaming of burgers and spreads. She studied pharmacy, worked across East and West Flanders as an independent pharmacist, and enjoyed the rhythm of a respected, stable profession. But motherhood prompted deeper questions. “Do I really want to work six days a week in a pharmacy,” she recalls, “or is there another path that gives me more space and more meaning?”
When the opportunity arose to take over her husband’s family business – a traditional charcuterie company – she saw more than an operational handover. She saw a chance to reinvent, rethink, and realign it with her values.
BonMush: built on oyster mushrooms, driven by care
What started as a meat company is now known for its award-winning vegetarian and vegan products based on oyster mushrooms – a versatile ingredient Caroline calls “the steak of vegetables.”
Why mushrooms? As a pharmacist, she knew the nutritional power of oyster mushrooms: rich in protein, fiber, and minerals. “Food is care,” she says. “And with food, I can make more impact than behind the counter of a pharmacy.”
The first products were hybrid spreads – part meat, part mushroom – developed with the help of her retired father-in-law. But Caroline had bigger ambitions: a fully plant-based offering. BonMush now sells a range of 100% mushroom-based products in Belgian supermarkets like Colruyt, Delhaize, Carrefour and SPAR.
Breaking with tradition – and bringing people with you
Transforming a meat company into a plant-based business is no small feat, especially when it’s been in the family for five generations. “At first, my parents-in-law expected us to keep things the same,” Caroline admits. “But over time, they saw the charcuterie market shrinking – and they saw I had a plan.”
With sensitivity and transparency, she brought them along. Her father-in-law even returned as a flex worker to help develop better recipes. “He’s now living his dream,” Caroline smiles, “standing outside our new facility – the one he once hoped for.”
More than a product: building a purpose-driven brand
Caroline sees sustainability not as a race, but a responsibility. She works closely with local farmers, including social enterprises like ‘De Kromme Boom’, and only uses the mushroom stems – a byproduct of the fresh market – to reduce waste.
She’s also a realist. “I’m not here to shame people into going vegan,” she says. “But I do believe that sandwich by sandwich, you can make a real impact.” BonMush products are now even included in mainstream charcuterie boxes, proving that a shift is possible – without polarizing consumers.
And if you’ve noticed the playful product names (like No Chick al Samba or Tune In), that’s no accident either. “Humor makes change easier,” says Caroline. “And legally, we’re not allowed to refer to meat terms, so creativity is key.”
Leading from the gut – with a yellow profile and a lot of love
Caroline doesn’t see herself as a typical CEO. “I lead with my gut,” she says. Her team is built on trust, shared values, and a good mix of personality types – from the analytical “blues” to the nurturing “greens.” Her first-ever sales rep? A vegetarian who applied on his own initiative, without ever mentioning his dietary preference. “That was a sign,” she says.
Her approach to leadership mirrors her approach to entrepreneurship: intuitive, determined, and deeply human. “I’m not chasing market share like the Nestlés of the world. I’m just trying to do something that feels right – and hope it spreads.”
“Sustainability is not a competition. It’s a responsibility.”
Caroline’s quote in the episode may sound simple, but it reflects the heart of her journey.
In an age where sustainability is often reduced to marketing claims or performance metrics, she brings it back to intention. “I don't measure everything,” she admits. “I just do what feels right – because food is emotion, and care, and connection.”
BonMush was built not on judgment, but on love: for people, for the planet, and for progress that actually tastes good. And it’s exactly that quiet, consistent care that makes the biggest impact over time.
Why listen to this episode?
Caroline’s story is a masterclass in how to pivot with purpose. From winning the Womed Award for Most Impressive Female Entrepreneur to selling out at Paradise City Festival with Belgian chef Gert De Mangeleer, she is proof that meaningful change can start from something small – like a mushroom stem, or a simple decision to do things differently.
If you’re navigating a career shift, building a mission-driven brand, or simply curious about how our food system could evolve – this episode is for you.
Listen to the full Dutch-language episode or watch the vodcast with English subtitles.
