Willicroft

A message from Brad, Willcroft’s Co-Founder. 
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Willicroft - Established 1957, Reimagined 2018, Reinvented..? 2024 was a tough year for Willicroft. After failing to meet our fundraising goals, we made the difficult decision to sell the company. We came close to creating a self-sufficient business that balanced profitability with a positive impact but ultimately fell short. I take a great amount of heart in knowing that our recipes have found happy and trusted homes. When starting Willicroft in my kitchen in 2018, I couldn’t have predicted this journey. We created incredibly delicious products, worked alongside wonderfully gifted and conscious colleagues, brought Willicroft into retail in three countries, launched products in food service and industry, fought against huge contradictions in dairy-related language, became the highest-scoring B Corp in our categories (cheese and butter), and, most importantly, set out a clear path to net zero—tackling some of our most pressing climate problems head-on with Mother Nature as our leader and compass. It remains far too difficult for companies driving positive change in the food industry to thrive. My next steps are uncertain, but I am determined to confront this challenge head-on in the coming years. There are far too many people to thank for the support we’ve received over the past six years. Not least everyone who has followed our journey here. In one way or another, I’ve been influenced by all of these lived experiences, and for that, I am eternally grateful. If you’re reading this, you know who you are—thank you. Recently, I said goodbye to this chapter of Willicroft by burying a small plaque in the Scottish Highlands—my grandparents’ and my favorite place on this planet. Willicroft, in its current form, was meant to last far longer. Nonetheless, it has been an experience I will never forget—one I feel privileged to have lived and one that has filled me with tremendous energy to build upon. For now, it’s time to reflect and re-energize for what comes next which will undoubtedly be more purpose-led and purpose-centered adventures. Until then.

Original Better is now available @crisp_nl 🖖 It’s like butter… but better! The same taste, texture and cooking qualities like dairy butter - but 7x times less emissions! Get your order in today and forever change the way you bake, cook, and spread butter in your kitchen. First time customers get a buttery discount through the link in our bio! 🎁 Available in NL per @crisp_nl Available in DE via @velivery.de @kokku_together_vegan @knuspr.de

// DE STEKKER ERUIT, EN NU? Net toen we het video interview met Willicroft @plantbasedcheese wilden publiceren berichtte Brad de founder ons dat ze de stekker eruit hebben moeten trekken. Moesten we het interview schrappen en alleen de ‘successen’ publiceren? ➡️ Nee. Ondernemen is ook dat het soms niet (meteen) lukt. Laat de Media ondernemers hiervoor niet in de verdomhoek plaatsen, of bestempelen als ‘gefaald’, maar juist een podium geven aan het feit dat ze hun nek hebben uitgestoken en delen van de weg hebben geplaveid naar nieuwe innovaties en systemen: in dit geval een plantaardig-alternatief voor de zuivel-industrie. Dit is niet perse altijd het einde, maar vaak juist een aangescherpt begin.  Aan team Willicroft: Dank voor het verschil wat jullie hebben gemaakt en het plaveien van nieuwe wegen. We kijken uit naar jullie nieuwe begin! In welke vorm dat ook moge zijn.. Volg @thegreentimes.eu voor alles wat baanbrekend, inspirerend en tegen de stroom in is. Wij geven een podium aan de ondernemers die de weg leiden naar een nieuwe, duurzame economie.👊

Great news on a Sunday! 🗞️ Another Michelin Star for Original Better ✨ We’re stoked to share that @humushortense has joined the movement! To us, every time we get approval from such a fine dining space is a sign that we move in the right direction and stay true to what we set out to do: Plant-based, but for dairy lovers, without compromises in taste or texture & better for the planet! 🌎 They are in line with many other Michelin Star Restaurants endorsing the quality of our product. Plan a trip over to our Belgian friends @humushortense and get lost in their immaculate desserts made with Original Better. ✨ . . #michelinstar #plantbased #willicroft #originalbetter

Spotted this week at @veganbox.nl 🧑‍🍳 Philly cheesesteak topped by our Young Dutch! Head over to our friends @veganbox.nl to order your box now. Keep your eyes peeled for something special coming in the next weeks too 💜

Original Better is collecting more and more Stars ⭐️ Michelin Star Restaurant @restauranttriptyque has just joined our movement! “We even use Willicroft’s Original Better for our beloved brioche bread with honey and lavender”, says Virginie, part owner. “Willicroft is truly butter, but then better! Better for the planet, no compromising in quality and no difference in use in comparison to butter. We love to work with this product in our kitchen and would recommend it to everyone.” We are more than proud to be endorsed by such a renowned top tier restaurant and look forward to reshaping the food industry one pack of Original Better at a time! 💜 Hungry? Visit @restauranttriptyque and give your taste buds a treat ✨🥂 Original Better is also available via @crisp_nl 🛒

Earlier this month we shared the delicious news about Original Better being featured in @oslo.amsterdam infamous cinnamon buns. Now, they have added new sweet and savory goods made with our butter. You won’t believe it’s plant-based! ✨ Doughnuts: every weekend OSLO prepares delicious vegan doughnuts! Sandwiches: daily fresh sandwiches served on fluffy sourdough! We believe that eating plant-based doesn’t mean sacrificing taste or quality of food and @oslo.amsterdam is the perfect example for that! OSLO is in the process of adding more and more plant-based options to its menu! So if you have not made your way to one of the best bakeries in town, now is the time 🤍

Another week, another recipe brought to you by our friends @veganbox.nl ✨ This Italian Aged Broccoli Pasta leaves no wishes unfulfilled. Order now - have it by your doorstep next week! 📦 For the full recipe, head over to @veganbox.nl The Italian Aged is also available via @crisp_nl & @ekoplazabio 🛒 Enjoy! #willicroft #veganfood #veganbox #plantbased

Last but not least, this week’s emissions spotlight looks at our newest product: Original Better. You already know that it’s like butter but better. It’s endorsed by top chefs, bakeries, and michelin star restaurants🧑‍🍳 Find out why Original Better is not just the most functional but also the best tasting and most sustainable plant-based butter on the market in the next slides: Swipe ➡️ 🌱 We looked at the emissions of Original Better individually and compared it to the dairy equivalent as well as plant-based competition. Here is what we found: Original Better is 7x lower in emissions than dairy butter. It is also the lowest scoring plant-based product in that category, making it the most sustainable plant-based butter on the market.  Shea butter is the biggest contributor to the product’s emissions, accounting for ≈46% of the total emissions. The fermented soy bean extract accounts for ≈7% of the total product emissions. Curious to find out how it bakes, cooks, and spreads just like normal butter? Original Better is available @crisp_nl and is featured in top bakeries & restaurants across Germany and NL! Use the code in our bio to get 15€ off your first order via @crisp_nl and a free pack Original Better! Saving emissions never tasted so good 🌱 💜

Featured @veganbox.nl this week: Young Dutch Chilli Cheese Fries! 😍 After the long weekend, you deserve a savory treat to start your week. Head over to our friends at veganbox for the full recipe. Keep your eyes peeled for next week‘s box as it‘ll feature another recipe made with our plant based cheesy delights! 👀 Find the Young Dutch also @jumbo @crisp_nl 🛒

Delicious news! Known in Amsterdam (and beyond) for their legendary cinnamon buns, we are happy to share that @oslo.amsterdam now uses Original Better! We believe that eating plant-based does not mean compromising taste or quality of food and Oslo is the perfect example for that! Time to treat yourself to some great coffee and an even greater plant-based bun this weekend ✨ Oslo is in the process of transitioning to more and more plant-based options on their menu, so keep your eyes peeled for more exciting news 👀 PS: This weekend you may already find a new menu item made with Original Better! 🔍

Another week, another product emissions spotlight. Find out why the Young Dutch is mother nature’s favourite toastie filling, pizza topping, and oven dish: Swipe ➡️ 🌱 We looked at the emissions of the Young Dutch individually and compared it to the dairy equivalent as well as plant-based competition. Here is what we found: The Young Dutch is 7.5x lower in emissions than the dairy alternative. It is also the lowest scoring plant-based product in that category.  Electricity from one of our suppliers accounts for almost one fifth of the product’s entire emissions (18%).  The Young Dutch contains 3-4x more protein and fibre than plant-based competition. Find the Young Dutch @jumbo & @crisp_nl 🛒 It also is featured regularly in meal and food boxes by @veganbox.nl @boerschappen @marleyspoonnl 📦 Find the entire emissions report through the link in our bio or on our website. . . #plantbased #lca #eatsustainable #veganfood #willicroft