Trying to shake up a space that is dominated by big, established players without the budget for any significant data or market insight (cue violin music) means that real, engaging interactions with you guys are the best way for us to stay one step ahead of the game.
This thinking is deeply ingrained in White Rabbit and will never change no matter how we grow; it is the sole reason we have managed to get to this far in our journey. We built our own bakery from scratch, as challenging as that was, so we could quickly act on what we knew people wanted without having to answer to anyone but ourselves. Despite lots of advice to the contrary, we knew we always had to be in charge of our own destiny.
The original decision to make a vegan range in 2017 came off the back of conversations Teo and I kept having with you guys while we were sampling. You said it would be great for us to add vegan to the range, so we immediately got to work sourcing the best plant-based ingredients out there. We were then the first brand to have a chilled vegan pizza on the supermarket shelves*.
If you’re thinking “why not just go fully vegan?”, the honest answer is we’re thinking about it and we may well do, we just want to be sure we’re doing right by as many of you as possible beforehand, and this seemed like the logical step. We’d genuinely love to get your thoughts on this so please reach out if you have the time.
We are The Alternative Pizza Company and whatever form our pizzas take, they have to be the very best out there. It’s a moving target and it is you guys who keep us constantly aligned to our goal.
We don’t always get it right, but I promise we really do care, we really do listen, and we really do try!
Wishing you an amazing 2020 and we hope to hear from you soon.
Nick & Teo.
*we’re 99% sure this is true but don’t sue us if it isn’t ????