Founder Spotlight: Ash Overbeek (Pearle Caviar)
Meet Ash Overbeek
Company:
Pearle Caviar
Pearle is a plant-based caviar brand that reimagines a traditionally rare luxury without harming sturgeon, the most endangered group of fish on the planet. Developed with chefs and culinary scientists, Pearle's caviar delivers a deeply savory, briny, umami-rich experience using a base of kombu seaweed, tamari, and tomato concentrate.
Location:
New York, NY
When did you launch the business?
2025
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Community. Resources. Mentorship.
Startup Stage?
Pre-Seed
What led you to where you are today?
I grew up cooking with my mom and always loved food, then studied sustainable food and agriculture at university. I ended up working in the luxury industry, in fashion and contemporary art, where I was constantly around caviar at events. I appreciated how caviar made everything feel a little more special, but it never fully sat right with me once I understood how it was produced. I kept searching for something that captured that same feeling, and when I couldn’t find it, I decided to try to make it.
What do you wish you knew before embarking on your entrepreneurial journey?
When you really commit to something, things start to move in unexpected ways. Progress isn’t linear at all; it’s mostly small decisions that compound over time. I’ve also learned that judgment is something you build, not something you start with, and it comes from making a lot of those micro decisions.
What is the most difficult decision you've had to make regarding your business so far?
How long to stay in R&D before going to market. There’s a lot of pressure to move quickly, but I chose to spend the time getting it right, which meant going through more than 50 iterations of the product before feeling ready.
What can you help the VEGPRENEUR community with?
Packaging and sourcing, especially when it gets complex or custom. We developed our own stainless-steel caviar service piece, so I’ve spent a lot of time figuring out how to bring a physical product to life in a way that feels considered. Also, brand positioning.
How can the VEGPRENEUR community help you?
Introductions to people who are thoughtful about food: chefs, buyers, collaborators. It’s a product that really makes sense once you experience it.
Fun fact about you:
I love going to museums on the weekends, and Pearle’s brand colors were actually inspired by paintings I saw at the Met and MoMA.
Anything else you would like to share?
I care a lot about making things that feel special but still approachable. Luxury doesn’t have to be intimidating; it can be something you actually enjoy and share!
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