Willicroft’s Journey in the Plant-Based Market
After six impactful years, Amsterdam’s Willicroft, a notable name in plant-based cheese, has decided to close its operations. The company’s founder, Brad Vanstone, announced that the decision was primarily driven by the inability to secure the necessary funding for 2024. Founded in 2018, Willicroft set out to provide sustainable dairy alternatives by blending traditional cheese-making techniques with modern sensibilities, but it ultimately struggled to achieve the financial stability needed to thrive.
In a heartfelt message on LinkedIn, Vanstone reflected on the company’s journey. He expressed pride in Willicroft’s contributions to the plant-based movement while also acknowledging the significant challenges that accompanied its growth.
From Kitchen Project to Retail Success
Willicroft began as a small project in Vanstone’s own kitchen, inspired by his upbringing on a family farm. The name itself is a tribute to his grandparents’ dairy farm, established in Devon, UK, in 1957. Initially a fan of cheese, Vanstone transitioned to a plant-based lifestyle, motivated by environmental concerns. He sought to replicate his love for traditional cheese while promoting sustainable food practices.
The brand premiered its first line of plant-based cheeses in 2019, introducing a vegan fondue that quickly gained popularity. Partnerships blossomed with major Dutch retailers such as Albert Heijn and Jumbo, expanding Willicroft’s reach. By 2021, the company made strides in sustainability, reformulating recipes to swap out nuts for beans, enhancing their scalability. However, a crowdfunding initiative launched in 2023 to develop vegan butter did not yield enough support to keep the business afloat.
Challenges of the Plant-Based Sector
Celebrated as a certified B Corp, Willicroft positioned itself as a leader in the plant-based cheese and butter markets. Yet, it faced intense competition from the entrenched dairy industry. Vanstone pointed out the imbalance in production capabilities, noting that a single Holstein Friesian cow can produce around 100 tonnes of milk throughout its life—an amount equal to what Willicroft has managed to produce over six years.
In closing, Vanstone spoke candidly about the broader challenges plaguing the plant-based food sector. He highlighted the difficulties for companies that aspire to create positive change and emphasized his gratitude toward Willicroft’s supporters. While he had hoped for a longer future for the brand, he found the experience enriching, leaving him energized and inspired for whatever lies ahead.
Source: Vegconomist